Turning video calls into meaningful connections.
GROWTHDAY / PRODUCT DESIGN / 2.0
02 / Background
How It Started
Back in 2021, we identified an opportunity: Members want to build a deeper connection with like-minded people who are also into personal development.
However, since there are few ways to do so inside GrowthDay app, many resorted to external solutions such as email chains and Facebook groups.
This insight led to the initiative of “Growth Group,” an online video chat tool designed to facilitate these connections. Members can schedule meeting rooms where others can join to engage in live discussions on topics related to personal development, fostering a sense of community and encouraging meaningful connections.
From MVP to 2.0
Between 2021 and 2025, I led the end-to-end design process from MVP through subsequent iterations across mobile and desktop experiences.
This case study is about the research and design of Growth Group 2.0
Reflecting on 1.0
One year after launching Growth Group 1.0, we saw meaningful community engagement:
17%
of total new users acquired through Growth Group sharing
589
groups hosted by 127 unique hosts
18.9k
attendees joined sessions
While user feedback was overwhelmingly positive, two key metrics highlighted opportunities for improvement:
🔻 Low Host Conversion
A small percentage of active users became group hosts, limiting overall engagement.
🔻 Low Attendance Rate
Only 17% of registered attendees showed up to sessions, significantly lower than our target.
These insights directly informed our strategic redesign for Growth Group 2.0, prioritizing improvements to ease hosting barriers and foster higher participation and commitment among members.
03 / Uncovering the Challenges
To understand what was holding Growth Group back, I started by talking to the people using it. Partnering with UX researcher, we interviewed 8+ hosts and internal members, dug through feedback and in-app comments to understand what was getting in the way of a better experience.
Problem 1
Misleading Placement Creates Mental Barriers to Hosting
Growth Group was located under the “Learn” tab, beneath offical courses and live events hosted by influential speakers, including our CEO.
This placement caused two key issues:
• Poor Discoverability: The feature was hidden below the fold, requiring extensive scrolling, significantly reducing its visibility.
• Intimidation: Users mistakenly assumed that hosting required extensive preparation, discouraging participation.
Conversation Friction
Placeholder: Describe the moments that made participation difficult and the evidence behind them.
Lack of Communication
Placeholder: Describe the gaps in communication before, during, and after a group session.
04 / Opportunity & Goals
Placeholder: Define the design opportunity, the member and business goals, and the criteria used to evaluate success.
05 / Growth Group 2.0
The work, at full scale.
Replace with final interface screens or a multi-screen composition.
Placeholder: Introduce the redesigned experience and explain how the six product moments work together.
Landing Page
Placeholder: Explain how the landing page introduces Growth Group and guides members to their next step.
Browse
Placeholder: Explain how members discover relevant groups and compare their options.
Schedule
Placeholder: Explain the scheduling flow and how the design supports hosts.
Join Group
Placeholder: Explain how members join a group and prepare to participate.
Engage
Placeholder: Explain the interaction decisions that support confident participation during a session.
Connect
Placeholder: Explain how members continue conversations and build relationships beyond the call.
06 / Impact
Placeholder: Add verified results, member feedback, and the timeframe and baseline for each outcome.
TBD
Participation / Add verified result
TBD
Engagement / Add verified result
07 / Reflection
Placeholder: Reflect on what you learned, the trade-offs you made, and what you would explore in the next iteration.
CONTINUE EXPLORING
