Forma Health
Shipped a product system that reduced churn by 28% in 90 days.
Churn
D30 retention
App Store rating
Industry
Consumer App
Role
Product Design + iOS
Year
2025
Services
Product Design + iOS Build
The Challenge
Where they started.
Forma had strong week-one engagement and brutal week-four drop-off. The product asked too much, too often, and the brand didn't reward the user for showing up.
The Approach
What we did.
- 01
Reframed the product around a weekly ritual instead of a daily streak.
- 02
Rebuilt onboarding into a 90-second commitment with a clear first win.
- 03
Reissued the brand system with calmer typography, warmer color, and rewarding motion.
The Result
The outcome.
90-day churn fell 28%, D30 retention rose 19%, and the App Store rating settled at 4.8 across 3,400+ reviews.
Stack
- SwiftUI
- Figma
- Mixpanel
- Lottie
What we shipped
Deliverables.
- Product strategy + weekly ritual model
- Onboarding redesign (90s to first win)
- Refreshed identity + motion system
- iOS build in SwiftUI
- Mixpanel + lifecycle instrumentation
Digital Door understood our retention problem better than we did. They handed us a product loop that finally rewards the user for showing up.
Want a result like this?
Tell us about your brand in 90 seconds. We'll come back in one business day.
Start the conversation