Crowdtap Growth Design
The numbers were the brief
Suzy’s research is only as fast and reliable as the crowd answering it, and the crowd had three problems. Membership was too small. Retention was critically low. The audience skewed too narrow for the demographics clients needed. Three problems, one designer.
The growth team lived by conversion metrics, so my work did too. Every ad and email was a hypothesis on what would make someone join, every app feature a bet on what would make them stay. A meme that recruits a 19-year-old does nothing for a retired football fan, so rewards were designed per audience.
Per-audience ad creative replaced the agency’s campaigns, and the app work targeted why people stopped showing up. Monthly active members grew from 35k to 65k in a year, an 86% increase. Retention rose 12% and cost per acquisition fell 14%.
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