▲ GROWTH SYSTEMS · Parcae Labs · London · 2024 – 2025

PRODUCT DESIGN AND RETENTION

CONVERSION TO SUBSCRIPTION 0.01% → 0.2%

MY ROLE: GROWTH & PRODUCT STRATEGY LEAD

◉ CONTEXT

Parcae is an AI mind-map app. Alongside the acquisition work, I designed the product and set up how it keeps its users.

◇ PROBLEM

A PRODUCT PEOPLE COME BACK TO

Turn an MVP into an app with a clear first session, a working paywall and a way to bring users back.

⬡ EXECUTION

01PRODUCT DESIGN

  • Sign-up, topic-based onboarding, a tutorial, a 3-day free trial and a new paywall
  • A design system and a tablet version

02ANALYTICS AND RETENTION

  • Designed the Mixpanel event taxonomy
  • Firebase push and email for preorders, churn and canceled subscriptions
  • Analyzed 13 000 user prompts

03LAUNCH

  • Launches on Product Hunt, X and BetaList
  • An A/B test of the app icon and a Spanish localization

◆ RESULTS AT A GLANCE

0.01% → 0.2%

CONVERSION TO SUBSCRIPTION

13 000

USER PROMPTS ANALYZED

★ RESULT

CONVERSION TO SUBSCRIPTION 0.01% → 0.2%

  • Conversion to subscription up from about 0.01% to 0.2% through paywall and onboarding tests
  • D1, D7 and D30 retention lifted with push and email
  • The product analysis behind the search for the app's North Star Metric and aha moments

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