2026
Welltech Health Apps
Strategy, UX, UXR, UI
Lead Product Designer
At a portfolio level (Yoga Go, WalkFit, and Muscle booster), we identified Day 1 retention as a key revenue lever.
Cohort analysis showed that users who completed a workout on Day 0 were significantly more likely to rebill, directly impacting churn and LTV. However, we were a performance growth-led company.
Creative directions shifted rapidly, and our funnel messaging often evolved faster than the in-app experience. This created narrative disconnect between: Creative → Funnel → App.
Additionally, our development infrastructure made holistic experimentation slow and risky.
To move faster and think more systemically, I created a playground product — Return — where we could redesign the entire early lifecycle experience.
The redesign focused on:
- Simplifying the homescreen to reduce cognitive load
- Surfacing immediate progress to increase activation confidence
- Enabling quick personalization
- Making the homescreen modular so content could adapt to new creative directions
- Aligning in-app messaging with funnel positioning for narrative consistency
- Instead of designing a static screen, we designed a flexible activation framework.
The redesigned activation experience led to a 15% increase in Day 1 retention, with more users completing their first workout and significantly less drop-off between onboarding and activation.
By aligning creative, funnel messaging, and in-app experience, we created a consistent narrative that strengthened user commitment from first click to first workout.
After validating success in Return, the modular framework was rolled out across Yoga Go and WalkFit, transforming Return into a retention R&D lab and scalable activation system for the portfolio.
