M01vs. previous build
+47%
D7 retention
Case · Miss U
Mobile UI · 2023
A consumer app that earns the second session.
The brief was the kind of consumer application whose entire economic model depends on the second session — if the user does not come back the next day, the rest of the funnel does not matter.
fig. 01 — miss u · mobile ui · 2023
01
The brief
Context, constraint, and the part that mattered.
We rebuilt the app around the surfaces that determined whether the second session would happen: a home screen that recovered context in two seconds, a notification model that earned its right to interrupt, and a tone of voice that did not feel like a brand pretending to be a friend. The result is a build that the team measures cohort-by-cohort, with a D7 retention figure materially better than the previous version's. The brand and the product UI are operated as a single system rather than two adjacent ones.
02
Approach
What we did, in the order we did it.
- 01
The second session as the brief
Every surface that did not affect whether the user came back the next day was treated as secondary. Onboarding, the home screen, and the notification model received disproportionate care.
- 02
One system across brand and product
The brand and product UI share primitives, voice, and motion grammar. There is no seam where one ends and the other begins.
03
Selected artifacts
A small spread from the engagement.
fig. 02 — artifact 1
fig. 03 — artifact 2
fig. 04 — artifact 3
fig. 05 — artifact 4
fig. 06 — artifact 5
fig. 07 — artifact 6
fig. 08 — artifact 7
04
Outcome
The numbers we agreed to ship against.
M02across brand and product
1
Cohesive system
M03in the shipping build
0
Loading-state hacks
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