BabyFirst App Consolidation

Four separate apps for the same audience. Parents had to figure out which one had what content. Some had duplicate features, some had none. Churn was climbing because the experience was fragmented.

I mapped every feature across all four apps, identified what actually mattered to parents, and designed a single unified experience. The hard part wasn't the design — it was convincing stakeholders to kill three apps they'd each championed.

The consolidation worked. Subscribers up 30%, activation up 70%, churn down 20%. The key insight was simple: fix the funnel before spending more on acquisition.