Retention · Email · UX · Lifecycle
I design retention systems.
By combining email strategy with UX thinking and lifecycle design — for DTC and subscription brands that want to grow without burning their users out.
Most retention problems aren't email problems. They're systems problems. I find where the experience breaks down and build the infrastructure to fix it.
Problems I work on
Sound familiar?
Low repeat purchase rate despite strong first-order conversion
Weak onboarding — users activate but don't return
Over-reliance on discounts to drive re-engagement
Poor lifecycle structure with no trigger logic
Drop-offs at key moments: post-purchase, trial expiry, subscription renewal
Email treated as a broadcast channel, not a behavior-response system
What I do
Three disciplines. One system.
Email Strategy
Lifecycle-first email systems built around behavior, not calendars. Flows that respond to what users do — and don't do.
UX Audits
Identifying friction, drop-offs, and cognitive overload across onboarding, product pages, checkout, and post-purchase.
Lifecycle Design
Mapping the full journey from acquisition to retention, finding gaps, and building systems that connect product and communication.
How I think
A few working principles.
Lifecycle should be behavior-triggered, not time-based.
Sending an email on Day 3 because a template says so is not a strategy. The trigger should be what a user did — or failed to do.
Email is part of the product experience, not just marketing.
Every email is a touchpoint in the user's relationship with your brand. Treated as an afterthought, it creates friction. Treated as a product layer, it drives retention.
UX gaps are often the real cause of retention problems.
Churn rarely starts in the inbox. It starts when the product fails to deliver value at a critical moment — and the communication system doesn't catch it.
Ready to start?
Let's build the system your retention needs.
Whether you need a full lifecycle audit, an email strategy overhaul, or a UX review — I work with focused scope and clear outputs.
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