Company
š± GutDiaries
Skill Area
UX & CRO
Tool Stack
PosthogGoogle AnalyticsFirebaseSmartlook
Overview
š Context | Performed comprehensive UX research for GutDiaries, a specialized health tracking app for users with digestive conditions like GERD and IBS. Implemented data-driven approach to optimize user experience and increase subscription conversions. |
š¬ Challenges | ā¢ High drop-off rate during initial onboarding flow
ā¢ Poor activity conversion, to food and symptom tracking
ā¢ Low free-to-paid conversion rate (2.1%)
ā¢ Needed to balance demonstrating immediate value with long-term engagement (as the real value comes with long term use of the app) |
š Objectives | ā¢ Redesign onboarding to improve completion rate and initial engagement
ā¢ Optimize user flows based on actual usage patterns
ā¢ Increase subscription conversion rates
ā¢ Improve overall retention metrics for paying customers |
Research Methodology & Tools
Research Organization
- Notion Dashboard: Created comprehensive UX research board for:
- User session insights
- Feature-specific usability findings
- Subscription funnel optimization
- Issue prioritization
- Implementation
- User interview findings
User Behavior Analysis
- Smartlook: Implemented and monitored session recordings, and heatmaps to identify key interaction patterns and usability obstacles - in a privacy-friendly manner, respecting ATT (Apple Tracking Transparency) and tracking consent
- Firebase/GA4: Established comprehensive event tracking for critical user journeys and subscription conversion funnels
- Crashlytics: Monitored and prioritized technical issues affecting user experience
- Singular (MMP): Analyzed user acquisition sources and their correlation with subscription conversion rates
Power User Interviews
- Identified power users by analyzing usage patterns (users tracking >2 meals/day and consistent symptom logging)
- Conducted in-depth interviews with 12 power users, incentivized with free subscription extensions
- Developed user personas based on interview insights to guide feature prioritization
Example Usability Insights & Implementations
Onboarding and Tutorial Optimization
- Issue: Initial tutorial overwhelmed users with too many features at once
- Solution: Implemented progressive onboarding focused on immediate value (food tracking) before revealing advanced features
- Result: Increased onboarding completion rate from 64% to 89%, with 72% of users logging first meal within 24 hours
Food Logging Workflow Redesign
- Issue: Session recordings revealed users frequently needed to log multiple food items but were forced into symptom tracking after each entry
- Solution: Implemented bottom sheet modal allowing batch food logging before symptom entry
- Result: 43% increase in average food items logged per session and 28% reduction in abandoned logging sessions
Fast Response Development
- Implemented user-requested features within 2-week sprints
- Example: Added customizable symptom severity scales after multiple support requests
- Reduced feature implementation time from idea to production by 67%
- Communicated updates directly to requesters, boosting engagement and loyalty
Results - Highlights
- Ratings growth: Went from no ratings to ~25 ratings, combined from Play store and Apple App store
- Retention: Reduced paying subscriber churn by 34% through targeted engagement campaigns based on usage patterns
- User stickiness: Increased daily active users (DAU) by 45% and improved user session frequency from 2.4 times per week to 4.5 avg through the feature improvements