APPS, SITES + PLATFORMS
PREDICTION MASTER
Gamified content experience co-developed with Snapchat where users compete over predicting future events
Mobile App (Snapchat + Mammoth Media)
CHALLENGE
When Snapchat launched its new initiative “Snap Minis,” a suite of internal apps, I was tasked with creating a product that generates high engagement and regularity while encouraging virality by integrating into existing Snap ecosystems (e.g. shareable stickers, leaderboards).
My role on the project was to collaborate with senior Snapchat leadership on design initiatives and to lead live ops, roadmap planning, and economy balancing.
APPROACH
My solution was to create a gamified content experience that engaged players socially and leveraged of-the-moment pop-culture events. Users could:
Make predictions based trending topics
Earn points based on their accuracy
Challenge their friends and compare scores
Share their predictions
Compete on a community-wide leaderboard
RESULTS
The app was featured during the initial Snap Mini launch slate and was the highest performing mini at launch in terms of engagement and retention.
CATCHUP - BITE-SIZED STORIES
Daily news and trending content summary app with free-to-play monetization strategies
Mobile App (Mammoth Media)
CHALLENGE
After Mammoth Media acquired Booknotes, a promising book summary app, the studio aimed to expand the product’s audience. As the Senior Director of Product & Design, my task was to rebrand the app and focus on:
Creating features that promoted more user regularity and content engagement.
Widening the funnel with a lower friction monetization model.
Validating decisions through comp research & user testing
APPROACH
Leveraging my experience designing free-to-play games, I created a new monetization strategy that widened the funnel and bolstered our overall content engagement.
Encouraged pay-as-you-go behavior by opening the “Trending News” section for free, while gating evergreen content with a new currency (“Keys”)
Balanced monetization with a satisfying user experience by allowing readers an avenue to earn Keys through daily log-ins and incentivized ads
Encouraged engaged users to purchase subscriptions that unlocked the entire library
Rebranded the app as “CatchUp,” positioning it as a place to keep up to date with the latest headlines in news and entertainment
RESULTS
After the rebranding and integration of new features, the app saw a significant uptick in content engagement.