Project Snapshot
Led a series of UX-driven growth experiments at Day One, focused on driving engagement and increasing premium subscriptions. Over the course of multiple iterations, we achieved an 18% increase in premium conversion.
Problem & Opportunity
Day One allowed users to journal locally without creating an account, limiting our ability to re-engage users or showcase premium value. Most users only kept a single text-based journal, unaware of features like photo entries or multi-journal organization — both key upgrade triggers.
My Role
I led the design strategy for all growth experiments, collaborating closely with a product manager. Together we analyzed user behavior, formed hypotheses, created and tested new UX patterns, and continuously iterated based on results.
Key Activities & Process
- Simplified the “Start Entry” sheet to prioritize photo entries and reduce cognitive load
- Redesigned onboarding to encourage account creation and highlight multi-journal sync
- Ran multiple paywall experiments, testing variations in value framing, content, and layout
- Updated the journal picker UI to support future features like shared journals
- Designed a technically complex location picker that grouped nearby spots into meaningful journaling places
Design Highlights
New Start Sheet:
Streamlined a cluttered entry creation flow to promote quick, photo-first journaling — a key conversion trigger.
Paywall Experiments:
Tested a wide range of copy, visuals, and themes to find a 30% better-performing variation.
Location Picker:
Reimagined how Day One handled location tagging by surfacing meaningful places, not just GPS points — technically challenging but rewarding.
Impact
- 18% overall lift in premium subscriptions
- 25% Increased usage of photo entries
- 12% Higher account creation rates
- Set foundation for future product expansions like journal types and sharing
What I Learned
Small, well-targeted UX changes can dramatically shift user behavior. Meanwhile, complex features may flop if they don’t address real user needs. The key is in staying grounded in user behavior and validating early.