PulseHealth Wellness

The challenge

Before

PulseHealth Wellness had built a strong top-of-funnel — sign-ups were healthy and the brand had earned a loyal early cohort. But day-7 retention sat at 22%, and the founder team knew it was hemorrhaging users right after install. The onboarding was a 7-screen tutorial almost no one finished. Push notifications were generic and badly timed. The team had instincts about what to fix but no rigorous test program to prove anything before shipping it to 120k monthly actives.

• Day-7 retention stuck at 22% — the leak started in the first session
• 7-screen onboarding tutorial with a 41% completion rate
• Generic push notifications fired on a fixed schedule for all users
• No cohort-level view of when and why users disengaged
• No experimentation framework — every change shipped to 100% of users
• In-app re-engagement was a single static banner with no targeting
• Push CTR was under 2% — most notifications were ignored or dismissed
• Founder team operating on instinct, not data, for product decisions

The solution

What we built

We ran a 4-month Product Growth retainer with one explicit goal: lift day-7 retention. We rebuilt onboarding from a 7-screen tutorial into a 2-screen flow designed to get the user logging their first habit within 30 seconds of opening the app. We then stood up an A/B testing program around push notifications, testing three frameworks against each other — time-of-day, message frame, and frequency. We layered in an in-app re-engagement nudge driven by cohort behavior signals (last open, last completed habit, time-of-day pattern), and ran a weekly cohort retention review with the founders so every shipped change was tied back to a measurable outcome.

How the system flows

1. Cohort Definition→Retention Curve→Drop-off Point Identification→Hypothesis Backlog
2. Onboarding Rebuild→2-Screen Flow→First Habit in 30s→Activation Event
3. Push A/B Framework→Time-of-day Test→Message Frame Test→Frequency Test→Winner Rollout
4. In-app Nudge: Behavioral Signal→Cohort Match→Nudge Trigger→Engagement Lift Measurement
5. Weekly Retention Review→Cohort Comparison→Test Decision Log→Next-week Backlog