Users ranged from solo creators to large e-commerce businesses, each with different goals and definitions of success. The experience needed to scale across millions of users while still feeling tailored, insightful, and emotionally engaging.
Through user research, I analyzed key audience segments—including creators, small-to-medium businesses, and e-commerce brands—to better understand how different users interpret success within the platform. This revealed core emotional drivers such as achievement, growth, and comparison, and led to a critical insight: users were far more engaged by milestone-based narratives than by raw, static dashboards.
We transformed a static report into a dynamic, story-driven experience.
The final product combined personalized metrics (emails sent, SMS campaigns, revenue generated) with narrative structure, motion, and visual hierarchy to guide users through their year. The campaign drove a 42% increase in email open rates compared to previous years, alongside a 65% click-through rate into the interactive experience. Beyond initial engagement, it contributed to a 28% lift in 7-day user retention post-campaign and an 18% increase in feature re-engagement, particularly across email and SMS tools. The experience also generated strong organic traction, with thousands of users sharing their personalized results across social platforms.
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