[Case Studies] How I helped startups with product growth

Copyfy was losing users during the sign-up process, resulting in a low website-to-sign-up conversion rate.

I analyzed the sign-up flow and identified two main issues:

The UI was cluttered and unclear.

The process included unnecessary steps that added friction and disrupted user expectations.

I recommended UI improvements and removing unnecessary screens to streamline the sign-up experience.

Sign-up conversion rate increased from 30% to 61%.

Many users signed up but didn’t add their first work, leading to an activation issue.

I identified two key issues: users often didn’t have their work ready upon sign-up, and the process to add work was unclear. I worked with the team to implement strategic email notifications and simplified the process to a 2-click workflow.

The activation rate improved by 8%.

After users added their first work, they rarely returned to the platform, impacting retention rates.

This drop-off was due to the platform’s nature—users only returned when they had new work to add, or they simply forgot about it over time. To address this, we implemented timely notifications to keep users engaged and added "sticky" features:

Analytics: Users could track views on their work, encouraging return visits.

Blogging: Users could create and share content directly on the platform.

Retention rates increased by 6%.

CRED, an Indian FinTech company, faced challenges in routing payments to providers with optimal success rates and costs, resulting in low payment success rates and high expenses.

I developed a linear programming model allowing stakeholders to set a primary goal—either maximizing success rate or minimizing costs—while maintaining thresholds for the other. The model generated an optimized list of providers to meet the desired goal.

Additionally, I created a real-time model to detect provider outages and dynamically reroute payments, maintaining high success rates.

Success rates increased by ~7%, costs were reduced by ~12%, and efficiency improved by ~9%. The dynamic model decreased outages by 93% month-over-month.

CRED faced low success rates for rent payments via credit card due to frequent bank declines, as some users attempted to misuse the platform for cashing out.

I analyzed data to identify factors influencing success rates and discovered that if a user’s first payment attempt failed, a second attempt with a different card had a 34% higher success rate than using the same card again.

Based on this insight, we adjusted the payment screen to prompt users to try a different card after a failed attempt.

This change improved the overall rent payment success rate by 3%.

Sama.io, a B2B SaaS focused on improving employee performance through 1-1 coaching, faced low retention as users rarely returned after their coaching sessions.

I analyzed returning vs. non-returning users and found that those who returned frequently used the "Notes" feature. However, this feature was not prominently visible.

We enhanced its visibility and accessibility by adjusting the UI.

Retention improved by 4%.

Users signed up but dropped off immediately, resulting in low Day 0 activation.

Analysis revealed two main drop-off causes:

Content not displayed in the user’s native language upon signing up

Errors encountered while using the product

I identified and resolved these issues.

Day 0 activation increased by 5%.

Petcademy’s SMS campaigns were effective for user engagement but incurred high costs. We needed to reduce costs with minimal impact on engagement.

I analyzed the campaigns and implemented changes:

Removed low-engagement SMS from the campaign

Adjusted SMS content based on user responses - personalization

These changes reduced costs by 12% with minimal impact on user engagement.

Users were signing up but not actively using the product, resulting in low activation rates.

After reviewing the user experience, I identified a lack of upfront value before purchase. I recommended increasing usage limits on the Free plan to allow users to experience more value.

This led to a 22% increase in activation and an additional 2 minutes in median time spent on the app.

High drop-off during onboarding left few users reaching activation.

The onboarding flow included unnecessary questions and lacked clarity on product value. I streamlined the process to reduce friction and clearly communicate product benefits.

Onboarding completion increased from 28% to 80%.

After onboarding, users dropped off before uploading their first video, missing the product’s AHA moment.

I analyzed the user experience and identified key obstacles:

A complex 4-step video upload process, which we streamlined to 2 steps.

Poor UX guidance, making it unclear what action to take next.

Errors when uploading videos from YouTube.

We resolved these issues to simplify the process and improve usability.

Activation rates increased from 7% to 19%.

Zeroone, a blockchain-based social app for uploading and collecting artwork, faced low completion rates in artwork uploads post onboarding.

After confirming that the app flow was smooth, I proposed an experiment to encourage artwork uploads during onboarding (optional) and removed unnecessary onboarding screens.

Additionally, we allowed users to collect artwork immediately by giving them a few collection tickets, even before uploading their own work.

This adjustment aimed to provide an early product experience and prompt faster engagement.

The experiment led to an increase in activation rates from 21% to 55%. Additionally, this led to a 15% increase in Week 2 retention