As a sole designer, launched first freemium feature for a C2C app "heyroom", driving revenue and increasing Daily Active Users by approx 15%
As a sole designer, launched first freemium feature for a C2C app "heyroom", driving revenue and increasing Daily Active Users by approx 15%
heyroom.app
heyroom.app
Overview
Overview
heyroom is an early-stage C2C startup with over 30,000 active users. It provides rooms and roommates to people in Germany by matching their vibes (similar to dating apps but for finding roommates).
heyroom is an early-stage C2C startup with over 30,000 active users. It provides rooms and roommates to people in Germany by matching their vibes (similar to dating apps but for finding roommates).
My Role
My Role
Sole Product Designer handling e2e design process
Sole Product Designer handling e2e design process
Team
Team
1 Product Designer (Me)
1 Founder/CEO
1 CTO
1 Front-end Developer
1 Back-end Developer
1 Product Designer (Me)
1 Founder/CEO
1 CTO
1 Front-end Developer
1 Back-end Developer
Timeline
Timeline
Oct-Dec’24
Oct-Dec’24
Problem Statement
Problem Statement
How might we introduce first paid feature within 8 weeks for searchers who are looking for rooms on the app that doesn’t lead to drop-offs of the users considering limited number of rooms on the app and create a scalable revenue stream for heyroom?
How might we introduce first paid feature within 8 weeks for searchers who are looking for rooms on the app that doesn’t lead to drop-offs of the users considering limited number of rooms on the app and create a scalable revenue stream for heyroom?
Impact
Impact
On January 17th, 2025, heyroom launched its first freemium feature aimed at generating revenue without increasing user drop-off.
On January 17th, 2025, heyroom launched its first freemium feature aimed at generating revenue without increasing user drop-off.
Daily active users
Daily active users
10–15% rise in DAU in the first week
10–15% rise in DAU in the first week
Conversion
Conversion
12 payments in the first week of launch
12 payments in the first week of launch
Process
Process
Problem structuring with the founder
Problem structuring with the founder
Bringing clarity - I asked questions about "why" this feature, what are the goals, what will success look like and what are the constraints?
Bringing clarity - I asked questions about "why" this feature, what are the goals, what will success look like and what are the constraints?
This led to below insights -
This led to below insights -
Revenue - generate revenue stream soon
Revenue - generate revenue stream soon
Drop-off - without increasing the drop-off rate
Drop-off - without increasing the drop-off rate
KPI - Daily Active Users and Revenue
KPI - Daily Active Users and Revenue
Agile methodology & Delivery time - Ship the must-haves. Iterate on the rest.
Agile methodology & Delivery time - Ship the must-haves. Iterate on the rest.
Hypothetical Solution
Hypothetical Solution
Creating a freemium model to prevent drop-off
For eg. offering 3 free applications daily with an option of upgrade to apply more applications.
Creating a freemium model to prevent drop-off
For eg. offering 3 free applications daily with an option of upgrade to apply more applications.
Brainstorming with cross-functional teams to set priorities & understanding interdependencies
Brainstorming with cross-functional teams to set priorities & understanding interdependencies
This led to below insights -
This led to below insights -
Brand image - Feature should reflect the brand image - heyroom represents a very friendly social networking app for finding roommates.
Brand image - Feature should reflect the brand image - heyroom represents a very friendly social networking app for finding roommates.
User Persona - Single, 20 year old student; Jana is actively searching for a room in Berlin and wants to find roommates asap who align with her vibe.
User Persona - Single, 20 year old student; Jana is actively searching for a room in Berlin and wants to find roommates asap who align with her vibe.
Design system - Use pre-existing components which are easily available and are in React Native library
Design system - Use pre-existing components which are easily available and are in React Native library
Gathering insights from observing dating apps
Gathering insights from observing dating apps
Since heyroom matches roommates based on vibes, I used familiar patterns from dating apps to ensure ease of use and intuitive interactions.
Since heyroom matches roommates based on vibes, I used familiar patterns from dating apps to ensure ease of use and intuitive interactions.
This led to below insights -
This led to below insights -
Using insights from research & brainstorming to create Mid-Fidelity Wireframes
Using insights from research & brainstorming to create Mid-Fidelity Wireframes
I shared the mid-fidelity prototypes with the dev team for review to avoid any development challenges at later stage.
I shared the mid-fidelity prototypes with the dev team for review to avoid any development challenges at later stage.
Conducted usability testing for the final design to understand what users say about our designs
Conducted usability testing for the final design to understand what users say about our designs
Users - 5
Location - Berlin
Currently live with roommates or are seeking rooms
Users - 5
Location - Berlin
Currently live with roommates or are seeking rooms
This led to below user insights -
This led to below user insights -
Implemented required changes after user insights and gave the designs to the developers for testing and we found an issue
While testing, we noticed a problem: The German version looked messy because of long words that didn’t fit well in buttons or containers.
This taught me how important it is to design with multiple languages in mind.
I made the required changes in layout & copy and also conducted interviews with 2 Senior Product Designers from Delivery Hero & Zalando and 2 copy-writers (GYG) from my network to get their views.
Implemented required changes after user insights and gave the designs to the developers for testing and we found an issue
While testing, we noticed a problem: The German version looked messy because of long words that didn’t fit well in buttons or containers.
This taught me how important it is to design with multiple languages in mind.
I made the required changes in layout & copy and also conducted interviews with 2 Senior Product Designers from Delivery Hero & Zalando and 2 copy-writers (GYG) from my network to get their views.
Final Design Output
Final Design Output
Redesigned the layout for better language fit & usability
Redesigned the layout for better language fit & usability
Finally I updated the final designs to work well in both English & German versions.
Finally I updated the final designs to work well in both English & German versions.
Redesigned the layout for Payment screen
Redesigned the layout for Payment screen
Mapped 3 user flows
Mapped 3 user flows
To guide users at different stages of their daily limit, I designed clear flows to inform, encourage, and upsell without disrupting their experience.
To guide users at different stages of their daily limit, I designed clear flows to inform, encourage, and upsell without disrupting their experience.
Handoff and Prototype
Handoff and Prototype
I used these tools to collaborate, design and handoff
I used these tools to collaborate, design and handoff
Challenges & Learnings
Challenges & Learnings
