A lesson in what not to do with CRM strategy and monetisation — I used to love Calm. It’s no secret that working in tech can be stressful-as-hell. I’ve had panic attacks, I’ve been in tears, I’ve lost weight from stress. In those moments, I used to turn to Calm. I’d pick up my phone, open the app and make a beeline to…

I’ve never felt more seen in my life — In Q2 2023, TechCrunch reported that Spotify had passed the half a billion user mark. Now, with 515 million active users, Spotify is one of the most popular, most-loved apps worldwide. The tech giant generated €11.72 billion revenue in 2022. Looking at their numbers more closely, their subscriber growth was…

A story of pricing, trial retention and purchase UX flows — With 100 million people, a 4.8-star rating (iOS) and a huge 8 billion activities posted, it is no surprise that Strava is one of the most popular fitness apps in the world. They even have a Language Network Effect with the verb ‘To Strava’: Hey, did you Strava it? And…

Answer: three BIG discounts in week one. — Over 85–95% of users don’t opt in the first time they see your paywall. It’s huge but it’s normal. The average trial opt in across all products is 3.8% according to RevenueCat. For me, that feels low. A great trial start rate is 10%, a fantastic rate would be 15%…

From Notion, Typeform, Strava, GoDaddy & more — Recruiting users for research is hard. Especially at early-stage startups where you may not have well-oiled communication channels, an allocated budget or many users to contact. But, there are many ways to recruit users for research depending on your available budget, time and resource. You can try: Guerrilla testing: i.e…

A deep dive into Bloom & Wild’s CRM strategy — Half of households in Britain bought cut flowers in 2021. Around the world, the global flower industry is worth a huuuge $60BN. Not even the pandemic slowed business down as customers moved to mail order blooms. Europe’s largest direct to consumer (D2C) flower company, Bloom & Wild, doubled its sales…

A 10/10 example of knowing your audience and meeting their needs. — I love coffee. I drink one in the morning with our little Nespresso machine and one decaf shot in the afternoon. However, I was shocked when I learned that 29,000 single-use coffee pods end up in landfill every single minute. Every. Minute. That’s ~14,000 whilst you read those two sentences. …

How do you distill the beautiful, chaotic stream of consciousness from a user interview into something useful, actionable and clear? It’s tough. Even more so when you’re in a role that isn’t explicitly dedicated to user research and you’re having to wear many hats. My role is growth — I’m…

A UX review of the cheapest airline in Europe — From October to December 2022, Ryanair’s profits surged. After their record 3rd quarter profits, they upped their profit projections for 2022 to 1.4 billion euros. When interviewed, Ryanair’s Chief Financial Officer, Neil Sorahan said “I mean, we’re almost unique in reporting profitability at this point in time”. As well as…