Case Study
About
Groundbreaking UX - Standing the Test of Time
Mirthy is an online events platform for retirees to share interests, learn new things and make new connections.
We began providing product consultancy to Mirthy - merely beginning with optimizing their sign up funnel - and ended up being a transformative partner in their rebranding, UI & UX, and providing them with cost-effective outsourced development that elevated them to the apex of their commercial success and subsequent acquisition.
Our proudest achievement with Mirthy was our design and development of a freemium membership model and subscription. This boosted revenue and engagement by harnessing the power of product-led growth through cutting-edge UX.
IN-DEPTH
Scope
Industry
Age Tech
A digital platform reimagining retirement, intent on using tech to solve problems in the ageing space.
Company Size
14
A blazing startup led by serial entrepreneurs Alex Ramamurthy and Dhruv Haria, based in London, UK. The startup is fortunate to have been supported by some top Venture Capital funds (Ascension, Ada, Redrice and True) and grant making organisations (UnLtd and Nesta).
Duration
10 Months
In our 10-month collaboration, we created an outsourced development team, implemented an efficient product development process, and took over UI, UX, and QA responsibilities.
Results
1252.94% User Growth
Mirthy had gained 3,500 users in the 18 months prior to collaboration. In the 9 months that followed, we helped grow their audience to over 46,000 users. This was through the execution of a site-wide rebrand, alongside ideating and executing UX upgrades that saw our advertising's Cost Per Acquisition go from £12 to £1.80. We also increased sign-up conversion rate from 5% to 63% within 6 weeks. We created a freemium subscription model infrastructure and UX that led the company to huge commercial success, leading to the company's acquisition.
How we helped
Our collaboration with Mirthy resulted in unparalleled efficiency in our development process and monumental leaps in the look and feel of the website that we were responsible for.
1
Design
Prior to Tierra's partnership, Mirthy's outsourced development team built designs that were not based on industry standards, resulting in poor UX and dull UI that we identfied as the primary contributor to slow growth.
Conducted in-depth UI/UX analysis
Produced a roadmap that would move the needle
Engaged stakeholders for insights
2
Product Management
We brought new tools into the workflow that would enable no margin of error and high efficiency, and used product expertise to create a roadmap that maximises impact to the business goals.
Used Trello for sprint management
Created product documentation
Began measuring developer productivity
3
Transitioned development team
We oversaw the transition to our chosen outsourced dedicated development team for Mirthy. They immediately impressed their quality and efficiency into the product, doubling productivity and producing beautiful screen designs.
Transitioned to our chosen outsourced development team
Conducted continuous discovery (user research, surveys, focus groups)
Observed expected metric increases and grew by more than 50,000 users
Result
After revamping the Mirthy interface, email automation workflow, and plenty more, we witnessed a skyrocketing of user growth and positive user feedback.
We made the best use of these social proof cues when we launched a campaign for a new membership subscription that we designed and built.
The Mirthy team capitalized on the revenue generated from this hugely successful campaign, with the promising start up getting acquired by Rest Less.
The infrastructure we built during our 9 months with Mirthy have maintained on the Rest Less website since, largely untouched, where users still enjoy the experience to this day.
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