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Home Screen Redesign
How user interviews led to a home screen redesign that improved Day 1 retention by 65%
I was the sole Product/UX Designer at Jetson responsible for user research, building prototypes, and finalizing the UI.
Results
Increased D1 and D7 retention
How might we provide a framework for entrepreneurs to feel like they're advancing in their business each week?
At Jetson, the goal was to help entrepreneurs start their businesses. Despite offering bite-size learning content, a curated library of AI tools, and SMS coaching, users weren’t making progress on the app. Although Jetson had modeled its learning experience from Duolingo and Mimo, market leaders in teaching their respective languages, it became apparent that helping someone learn Spanish or Python is a wholly different experience from helping someone start a business. I needed to figure out what was limiting users from making progress and how the app could be improved to meet those expectations.
After a new update, app retention dropped beyond the 10% percent-change threshold.
Before the release, the Jetson app featured a rigid 30-day learning plan with quizzes, case studies, and action items, supported by custom AI tools (v1). However, users found the structure restrictive, and many wanted to explore topics like marketing and fundraising specifically. In response, we launched an updated, more flexible version with diverse content, allowing the user to select their topic of interest (v2).
Despite these efforts, Day 1 and Day 7 retention dropped by 21% and 39% respectively, far exceeding our 10% percent-change threshold. This was particularly alarming, as retention metrics are critical to the app’s long-term viability.
Jetson v1 and Jetson v2
I discovered a disconnect between the app experience and user expectations.
User Feedback
I crafted a survey that included a question that asked if users were using the Jetson app to start their business. In response, only 18% said they were, which felt low considering that was the main goal of the app.
Customer Insight
In addition to the survey, I had ongoing customer discovery interviews, conducting 72 sessions (~3/week) over four months to better understand behaviors and motivations. A key trend, visualized in an empathy map, showed that users didn’t struggle to find educational content but rather with knowing where to start, what to do, and how to act on their ideas.
"An issue that I face is that I'm always questioning what's next because I don't know what to do. If Jetson can provide a framework or a structure as to what you do next, entrepreneurs can ensure that they're advancing on their ideas every week."
— Jetson App User
Here's my empathy map
Empathy Map
I presented two main options: Roadmap and Checklist
It was clear that the motivation for these entrepreneurs was not to learn how to start a business through education but through action.
Two methods that could achieve this objective are:
Objective based roadmap
Checklist style to-do list
Option 1: Roadmap
Option 2: Checklist
I compared the two experiences with customers. The roadmap was similar to the previous 30-day learning journey and the checklist was a lot more literal. The feedback heavily favored the checklist option for its familiar and intuitive format.
A checklist feels more intuitive and action-oriented than a roadmap.
I learned that the bias for action made the 30-day roadmap very appealing. However actions were hidden behind learning content and not known until the learning was completed, and users faced disagreeable friction. In this case, users expressed a desire to see a listed view of the actions that needed to be completed, just like a checklist.
Original Roadmap
Redesign
Bringing it all together to help entrepreneurs take daily action.
Following the qualitative analysis from user interviews, I redesigned the home page to be a “business checklist” that solved our challenge. Each day the user received a list of 3 goals to complete. We used the Lean Canvas to define the first three days of action, each action complete with a custom AI tool. After the first three days, users received goals to complete educational content. The early success of the new checklist gave rise to our next design challenge, we would need to scale the actions and AI tools available.
Business checklist solution
The updated homepage saw a significant increase in retention metrics.
The business checklist yielded impressive results. Not only did we see an increase in day 1 retention, but we also saw increased retention throughout the next 7 days. When I surveyed the new user population to gather feedback about the new release, I also found that the percentage of users now using Jetson to create their business also saw a substantial increase.
Day 1 retention
65% increase
Day 7 retention
11% increase
Users starting a business with Jetson
255% increase
Turning setbacks into major steps forward
Sometimes it feels like you take five steps back just to gain one step forward. But that seems to be the nature of working at a startup, the goal is to ship quickly and learn even quicker. We don't have the luxury of running extensive A/B tests, beta testing new features, or coordinating professional usability studies. But all that truly matters is getting in contact with a customer and asking them about their experience. Using a tool like an empathy map can take the raw insights from these conversations and visualize the mental model behind their motivation. Without it, I wouldn't have learned that starting a business is a lot more like creating a workout routine than it is like learning a new language. For entrepreneurs starting their businesses, it's all about taking daily action.