A consumer app that earns the second session.

The brief was the kind of consumer application whose entire economic model depends on the second session — if the user does not come back the next day, the rest of the funnel does not matter.

Client: Miss Universe
Year: 2023
Scope: Brand · UI · Motion
Role: Product design partner
Team: 2 designers
Duration: 6 weeks

The engagement

Context, approach, and the decisions that mattered.

We rebuilt the app around the surfaces that determined whether the second session would happen: a home screen that recovered context in two seconds, a notification model that earned its right to interrupt, and a tone of voice that did not feel like a brand pretending to be a friend. The result is a build that the team measures cohort-by-cohort, with a D7 retention figure materially better than the previous version's. The brand and the product UI are operated as a single system rather than two adjacent ones.

The second session as the brief

Every surface that did not affect whether the user came back the next day was treated as secondary. Onboarding, the home screen, and the notification model received disproportionate care.