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Eric Reyna
Case Studies
Other Works
- 60x DAU growth in 3 months
- 180x DAU growth in 12 months
- Increased conversions with a new trial-to-subscription flow
- Feedback and reviews shifted from confusion to clarity
- Users began comparing us favorably to category leaders like OnX and Gaia GPS
Important tools were buried. Usability tests showed our IA didn’t match how users thought.
I restructured navigation to separate tools from content and elevated the features users were previously trying (and failing) to find.
Amplitude revealed users decided whether to stay within 2 minutes.
I created a short, skippable onboarding flow with contextual tooltips that pointed to key features without overwhelming them.
The original paywall blocked value too early.
I introduced blurred previews, clear trial messaging, and a consistent Amber color upgrade CTA to let users explore premium features before hitting friction.
Users who found flow data, weather, and species layers early were more likely to return.
I used this insight to bring those features front and center, both in the nav structure and in the onboarding flow.
This work highlighted the power of small UX shifts to drive engagement, but it also reinforced how critical alignment with dev and product is.
Partnering closely with engineering helped me design around real implementation constraints (shout out to Kev and Tiff) and working with product leadership shaped decisions around what to prioritize in our freemium model (shout out to Alex and Mr. Pancake.)
To pump even more value into these first impressions, we planned for the data we acquire from Spring/Summer 2025 to feed our exploration of role-based onboarding and deeper personalization as part of the product roadmap for Q4 2025
