GetGFTD

Early Growth & UX Optimization for a gifting-first payment platform

Usability Testing | Retention Architecture | Analytics Schema | UX Strategy

Overview

We partnered with the GetGFTD founder and team to clarify early user decision points, reduce friction in onboarding, and design a retention strategy grounded in real behavioral insight. Research surfaced where users stalled, disengaged, or lacked motivation, guiding a more intentional and measurable product experience.

Context

GetGFTD was preparing for a major redesign of its strength-based payment platform and needed clarity on where the existing experience was creating friction. The team wanted to better understand how users interpreted value, moved through early actions, and decided whether to continue engaging.

Our role was to evaluate the early funnel, clarify behavioral decision points, and establish a research-backed foundation for long-term engagement and retention.

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Outcome: a clearer behavioral journey, stronger engagement cues, and a validated foundation for long-term retention.

Research focus

Our research goals included:

  • Understanding how users interpreted the product’s value during their first session
  • Identifying where friction or hesitation emerged in early actions
  • Clarifying which cues, incentives, or feedback users needed to feel motivated to continue
  • Defining the behavioral signals that mattered most for acquisition, activation, and retention

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What we delivered

We partnered closely with the founder, design, and engineering teams to establish a shared research and analytics foundation ahead of redesign. Our work included evaluating the existing experience through heuristic review, in-depth user interviews, and behavioral analysis to identify gaps in clarity, motivation, and early engagement.

Insights from research informed the redesign strategy before development began, shaping onboarding flows, incentive structures, and a clearer behavioral model for long-term use. We also collaborated on defining a Mixpanel analytics schema to ensure key behaviors could be measured and iterated on post-launch.

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Impact

The redesigned experience gave the GetGFTD team a clearer product framework, more intentional early decision points, and a measurable path toward improving retention. Research clarified how value should be communicated upfront, reduced friction in early actions, and supported a more coherent behavioral journey for users.

As a result, the team launched with greater confidence, stronger engagement cues, and an analytics foundation designed to support ongoing growth and iteration.

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