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Case study / 02 / Retention · Consumer apps

Consumer App Retention Through Interactive Content

Using an interactive-content vertical to strengthen retention in a consumer app.

The result

+13%

Outcome

Contributed to a 13% increase in overall app retention and 65% D1 retention among game-playing users.

01 / Context

The challenge

The games vertical needed to become a repeatable product lever rather than a one-off content destination, with retention and engagement measured throughout the experience.

02 / Execution

What I worked on

  1. 01

    Owned the games vertical on the TOI App and iterated on launches, funnel design, and UX improvements.

  2. 02

    Set up product tracking with Google Analytics 4 and Microsoft Clarity to find drop-offs and guide decisions.

  3. 03

    Combined competitor analysis and user research with ongoing product experimentation.

03 / Reflection

What this reinforced

Retention work is most effective when product teams pair fast iteration with instrumentation that shows exactly where users disengage.

Next case study

TOI App Homepage Redesign