Senses App
2022-2024
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Purple Studio
See on app store
Senses is an app that provides users with a space to explore sensuality, relationships, and mindfulness through Kegel exercises, meditations, physical practices, and workshops.
I joined the project during its launch stage and was responsible for developing the web-to-app funnel from scratch. In addition, I worked on exploring new monetization strategies and providing overall product support. Over two years, I successfully implemented many solutions that positively impacted key metrics and contributed to business growth and process optimization.
Challenges & Goals
Intimate well-being is a sensitive topic, so my task was not just to create a standard onboarding flow but to carefully balance the tone of voice, visuals, and text to build trust and keep users engaged
I was faced with limited data, and while we had some research, it wasn’t enough to fully guide our decisions. This required relying on hypotheses and iterative testing to better understand the real target audience
The onboarding process targeted an audience of various ages and gender identities, requiring multiple branches and tailored approaches to ensure relevance and comfort for all users
Research
To set clear benchmarks and guide our steps, I analyzed hundreds of wellness products, tracking top apps on Sensor Tower and studying competitor strategies through the Facebook Ads Library. This helped identify effective messaging and funnel structures.
Over time, I built and maintained a database of successful practices from over 100 products. This resource allowed us to monitor trends, track competitor updates, and generate new hypotheses, becoming a key tool for shaping our strategies alongside data insights.
Process & Results
My first step was to design a foundational version of the onboarding flow to serve as a base for future experiments. I created a set of core screens that could be used to build complete flows and, based on these, developed several onboarding variations tailored to different age groups and gender identities. Each flow featured unique content, including specialized questions, graphics and paywalls, ensuring that every user could find something that resonated with them.
As for the visual part, I initially used our brand’s style, which looked great. However, testing showed that it felt too playful and didn’t build enough trust, especially for male users. To address this, we moved away from the branding and experimented with a new approach. For example, the final onboarding flow for men used darker colors and realistic anatomical images and graphs instead of illustrations. These changes immediately improved key metrics:
Conversion to purchases based on the final design increased
by 50%
While working on the main onboarding flow, experiments were also conducted with paywalls and strategies to increase the average purchase value. A series of tests led to the development of a paywall structure and design that improved conversion rates by 28% for the women’s flow and 40% for the men’s flow. Additionally, the introduction of upsell screens after the main purchase resulted in a 5% increase in the average purchase value (get in touch for details)
As an additional outcome, we transformed our successful solutions into a library of templates that could be scaled to other products developed with the Senses founders. This library was integrated into a web application, enabling the team to create onboarding flows with almost no coding required. By simplifying the process, this solution saved time on development and made testing new hypotheses faster and more efficient.
Achievements
As a result, I was able to achieve not only the initial goals, but also add value by creating libraries and templates that could be easily scaled to other products. These solutions became the basis for more successful experimentation and streamlined processes in our team. Here are some of the highlights of my work:
Developed a multi-branch onboarding flow from scratch, customized for different user groups
Created a set of onboarding templates that reduced development and testing time
Tested hypotheses iteratively, leading to steady improvements in key metrics
Built a library of successful practices, which greatly helped our team in actively testing and discovering new hypotheses.
Designed paywalls and upsell screens, which led to an increase in conversions (28% for the women’s flow and 40% for the men’s flow). Additionally, upsell screens contributed to a 5% rise in average purchase value.
This experience gave me valuable insights into product growth strategies and taught me how to handle uncertainty, tackle complex challenges like multi-level personalization, scale solutions, and work with data. It was a great opportunity to see how my decisions impacted the business. This was my first role as the designer responsible for monetization, which was a new area for me. The knowledge and skills I gained through this process were invaluable :)