Case study / 01 / Engagement · Funnel design
TOI App Games Funnel Optimization
Improving discovery and entry points for the Times of India App games experience.
The result
18% to 74%
Outcome
Improved the games section funnel from 18% to 74%.
01 / Context
The challenge
The games experience had clear leakage between discovery and entry. The priority was to identify where users were dropping off and create a more direct path into the experience.
02 / Execution
What I worked on
- 01
Analysed funnel behaviour to isolate the most significant points of leakage.
- 02
Redesigned UI entry points to make the games destination easier to discover and enter.
- 03
Worked iteratively across the product experience to improve the path from intent to gameplay.
03 / Reflection
What this reinforced
Clear entry points and a measurable funnel turn a broad engagement goal into product decisions that can be tested and improved.
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