Marco Polo
This video chat app helps loved ones keep in touch via short recordings (Polos), despite time zones or busy schedules. I designed the core app and product-led growth (PLG) across monetization, retention, and subscriber activation.
Impact:
• Increased renewals
• Increased trials
• Decreased cancellations
• Increased product iteration cycles
Role:
• Sr. Product Designer, Growth
• UX Researcher
• UX Writer
Clarifying values for improved collaboration
I created guidelines for our design work at Marco Polo based on our mantra "Good for you tech." These improved discussions and made abstract ideas more concrete. Additionally, this guide decreased the average iteration cycle so we could ship more quickly.
Activating cold signups to improve retention
To improve clarity of the app's purpose and help new users continue after signup, I redesigned the onboarding process with clearer brand positioning and recommended actions.
Interested in the research?
Through user interviews, I identified gaps in our previous experience with a prototype. I asked questions such, as "Who do you imagine using this app with?" and "What would you do after signing up?"
Highlighting benefits to lift trials and conversion
Users with free accounts have limited reply options. I focused on connecting premium benefits to user pain points by creating animated vignettes in upsells.
Filling family plan seats to reduce churn
To get more friends and family onto Family plans, I designed multiple touchpoints after purchase to get more people added and sharing the benefits of membership.
Safekeeping older messages to grow renewals
Older Polos needed a new home in the app. I designed a comprehensive archival experience for greater peace of mind and a new subscriber benefit (unlimited storage).
Interested in the research?
I researched user perceptions of archived content, organization, and the usability of rewatching old messages.
Restoring expired messages to upgrade accounts
When non-subscribers exceed the free storage limit, we wanted to give visibility and tools to save important Polos before they’re removed. To surface this, I designed an alert system to save expiring messages or upgrade the plan type.
Interested in more?
Get in touch and let’s chat.