Too Good To Go — User Retention Case Study
UX strategy case study exploring why users disengage over time. Focused on identifying friction points and designing opportunities for long-term engagement and habit formation.
Problem
Understanding the Problem
The Challenge
Despite a strong initial user acquisition strategy, Too Good To Go faced a significant retention problem. Users would engage with the app initially but gradually become inactive over time. The core issue wasn't the product itself—it was understanding why engaged users would eventually stop returning.
We needed to uncover the friction points in the user journey that led to disengagement, identify behavioral patterns, and design interventions to increase habit formation and long-term retention.
Our Approach
Our Approach 1. User Research & Data Analysis Conducted in-depth interviews with inactive users to understand their motivations and friction points. Analyzed usage patterns and identified critical drop-off moments in the user journey. 2. Journey Mapping Created detailed user journey maps highlighting moments of delight and frustration. Identified key behavioral patterns in highly retained vs. churned users. 3. Hypothesis Development Based on research, developed testable hypotheses about what drives retention. Prioritized interventions with the highest potential impact. 4. Prototyping & Validation Rapidly prototyped solutions and tested them with users to validate assumptions before full implementation.
Results & Impact
Key Outcomes • Identified 5 critical friction points in the retention journey • Designed behavioral interventions increasing 30-day retention by 18% • Created a habit-formation framework for sustainable growth • Delivered actionable recommendations adopted across product roadmap The research revealed that retention wasn't about features—it was about reducing friction at key moments and building habits through thoughtful product design.
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