How I solved the retention problem
After launching Spiriguide, I realised users were not sticking to the app. It needed stronger habit formation to improve early retention.
My roles
UI
UX
Developement
Copy
Key outcomes
Overall retention increased by 2.5x
Key issues
Users weren’t coming back consistently
Lack of reward loops
No structure, just an AI chat - common issue for AI apps
What I did
D1 gift
Introduced a gift on the second day, the user receives a push notification and unlocks affirmations.
This increases D1 retention, and gives them a reason to come back, which is a big win in habit formation
We also lean on the cognitive bias of reciprocity by asking for a review after their "win moment" of receiving a gift
Inner light progress
Improved clarity of progress with a visualisation of their inner light
Does not feel intrusive and potentially discouraging like a standard streak
Daily ritual
Created a program to clarity to bring structure
Includes a daily ritual with mood check in, journaling, breathing and reflection
Impact
Average retention increased 2.5x
D1 retention went from 5% to 12-15%
Users reported feeling “guided” and “more accountable”