Case study B2C Growth AI Mobile UX/UI
Not every mobile app has an onboarding flow, but when it does, especially if it’s a lengthy one, it’s absolutely critical to get it right, since it directly affects overall business results and drives nearly every key metric growth. In this case study, I’m focusing on how my team and I achieved a 56% increase in onboarding completion and raised the free-to-pay conversion rate by 82%, making these aspects prime candidates for demonstrating our data-driven iterations and persistent A/B testing.
List of contents
Team
My responsibilities
UX/UI, competitor research, hypothesis-driven ideation, A/B test design, metrics analysis
⎋ Higgsfield AI is a video AI company specializing in personalized entertainment. One of its products, ⎋ Hera, is a mobile app that provides users with AI-generated short drama series. Hera's mission is to prove that AI-generated storytelling can captivate audiences just as effectively as traditional media, offering high-quality entertainment at a significantly lower production cost. We launched the initial app version within two weeks, quickly gathering early insights.
Like any startup, our primary goal was to achieve Product-Market Fit as quickly as possible. Immediately after launch, I began focusing intensively on optimizing Hera’s core metrics directly tied to PMF: user acquisition, onboarding completion, engagement, retention, and monetization. I worked closely with the rest of the team, continuously improving these metrics through targeted UX enhancements, experiments, and A/B testing.