Context
Subscription based mobile application helping people to eliminate sleeping issues.
A client approached us because, despite having a product that was in production, it failed to meet the business goals established by both the founder and the investors. The code quality was poor, and numerous bugs hindered their ability to maintain and expand their user base.
Problem Identification and Consequences
Most users were impacted by the quality issues, as evidenced by a consistently increasing high churn rate. The product was at a stage where it was trying to find product-market fit—a common scenario where startups take shortcuts to accelerate growth, leading to escalating technical debt. In this case, such shortcuts were no longer justifiable. Marketing efforts failed to curb user churn because they did not address the root of the problem. Campaigns consistently resulted in high subscriber turnover. Users who were unable to use the app as advertised simply abandoned it. It was at this point that our engineering team was brought in to assist.
Solution Implementation
We introduced our Flutter experts to the client's team to identify and rectify weaknesses in the code. We implemented multiple tests to prevent further regressions and began to enhance the codebase and user experience. Upon completion of these improvements, we entered the second phase, where we engaged an experienced product manager to glean insights from users. Through user feedback surveys, we identified several areas where the overall experience could be further enhanced.
Business and Product Gains
Once the improvements were implemented, the codebase was significantly simplified, numerous tests were added, and several animations were optimized. As a result, we managed to reduce user churn by over 20% in the subsequent month.
