The question
MindNumbers, a wellness app that helps people understand patterns in their mood and daily routines, needed onboarding to help new users reach a meaningful first experience while creating a measurement loop for activation and downstream retention.
What I contributed
During a 30-day consulting engagement, I identified onboarding as the improvement priority and proposed a value-first onboarding flow plus a measurement approach. The recommendation connected the first user experience with the behaviors the team would need to observe: activation at signup and continued use. The MindNumbers team later developed, refined, and shipped its own implementation in a broader release.
What changed
The client’s September 4 report described 2.7x Apple Health connection at signup, 4x new users per day, and 1.8x day-30 retention after the May 20 release. These are ratio summaries of a broader before/after report, not an experiment. They indicate a stronger post-release pattern without proving that the proposed flow alone caused the lift.
Measurement note: Results are reported in aggregate using estimated account counts from Cognito divided by GA4 first opens. They are before/after observations, not same-user attribution or a randomized experiment.
The attribution is intentionally shared: I contributed the diagnosis, recommendation, and measurement approach; the MindNumbers team developed and shipped the final implementation.