Project
Redesigning an iOS app
Client
Hyper iOS App
Year
2025
Redesigning an existing app to improve D30 retention. In early December 2024, the published version of Hyper had some users, but power users and loyal users were rare. It used to be a walk-to-earn model, where users had to physically travel to complete 'challenges'. It became clear reviewing metrics, that the app was overloaded with features, users didn't know where to start, and didn't stick around for many days. The team conclusion was that the app had to be slimmed down, and focused on the single most important user journey. Hyper is an iOS social consumer app where users complete daily challenges such as ‘snap a pic of the cutest dog today’ earn points, and can redeem points for rewards. *Example image is of my own profile recording on Uxcam
As the sole product designer on the team, I focused on the single most important user journey I wanted the users to come back and complete everyday. Complete at least 1 challenge per day. Through data and user interviews, the feedback echoed there were too many options available per day, around 30 challenges that lasted for days or weeks, meaning there was no urgency to hurry and complete challenges.
If we were to restructure the game using Hick’s Law, lowering the choice paradox, users would complete smaller tasks daily, keeping momentum high and returning tomorrow for more.
I redesigned the ideal daily user journey, focusing on minimising bloated steps and keeping the core flow as streamlined as possible by limiting the daily available challenges to 3, and users had until midnight to complete one of them.
I kept side features (such as a friends feed, and profile as clean as possible always echoing and referencing the core flow. I took the opportunity to also redesign the design system, creating all new screens with connected parent variables and styles to streamline the handover process.
The immediate feedback was improving the retention by 32%. Users could focus on picking 1 challenge (i.e. “Snap your favourite snack right now!”) take the photo, and see the picture in their memories.