Using Amplitude, I pinpointed the features most strongly tied to long-term use: Weather Overlays, Water Flow Conditions, and the Species Layer. These tools showed up repeatedly in high-retention user journeys.

Survey feedback reinforced this:

• “I check flow rate first.”
• “Species info is the only reason I use this app.”

These insights guided us toward restructuring our On-Map Tools around these tools, not just for utility, but for stickiness.

The tools users came for were buried. So I redesigned the On-Map Tool Display to make the top drivers: Flow Data, Weather Data, and Species Location accessible in one tap.

We focused on hierarchy, icon clarity, and spacing across both desktop and mobile.

Post-release, survey feedback confirmed the change:

• “It’s finally easy to find flows and fish info.”
• “Now I use it every time I plan a trip.”
• "The improvements have been astonishing”

We renamed, regrouped, and repositioned tools based on user expectations.

Internally, we called it “Species Layer.” But despite the word "Layer" users were not finding the feature in the Layers Panel. This language mismatch killed discoverability.

Survey quotes helped clarify the UX direction:

• “Why ask what species I target, then not show me?”
• “Species layer should be more obvious.”

To give the app more polish, we created a design system across Colors, Icons, Type, Borders, Sizing and Spacing variables to give the app a consistent language across multiple platforms.