The business situation
The app needed to become a stronger subscription surface, while early engagement and migration from mobile web created friction in the first user sessions.
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Android launch and retention systems for a learning product
SplashLearn
Launched and improved the Android app, pairing engagement analytics, onboarding improvements, web-to-app migration, and content automation to grow subscribers and early retention.
- Role
- Product Manager
- When
- May 2024 - November 2025
- Product area
- Mobile Growth, Retention, Subscription
The business situation.
Scale Android into a stronger subscription surface while improving early engagement, migration, and content operations.
Monthly subscribers
1,000
Scaled within 6 months of Android launch
Trial-to-paid
+15%
From web-to-app migration, plus 800 incremental subscribers a month
Content cycle
6w to 2w
Using a GPT-4o mini transcript workflow
Every number here is one I owned and measured. Cohort detail, experiment dashboards, and product screens are confidential.
The decision I owned
I treated Android growth as a connected system: product quality, early engagement, web-to-app migration, and content operations had to improve together rather than as isolated acquisition projects.
How I found the levers
Engagement analysis identified an Android quality and early-session opportunity, a Day-0 gap between iPhone and iPad that informed a dashboard redesign, mobile-web migration friction, and content-production latency that slowed release velocity.
The delivery tradeoff
The strategy combined app launch quality, engagement instrumentation, migration flow design, and LLM-assisted content operations instead of treating growth as only acquisition.
What shipped
Launch and iteration work covered Android app scaling, a redesigned early-user dashboard, Play Store rating improvements, a web-to-app migration flow, a first-time-user game-download algorithm, and a GPT-4o mini transcript-generation workflow.
What changed
The app reached 1,000 monthly subscribers within six months. The work lifted the Play Store rating from 2.3 to 4.0, Day-0 engagement 25%, playable starts 30%, and web-to-app trial-to-paid 15%, added 800 incremental subscribers a month, and cut Day-1 cancellations 15%, at $55 LTV per subscriber.
What I would carry forward
Subscriber growth became more durable when activation, migration, and content velocity were managed as one product system, not a sequence of acquisition tactics.