Web
App
Strategy
2018/2021
App
Strategy
2018/2021
Curio
Reframing an Audio Journalism App to Learning Companion
Working with
2 Product Designers, 4 Engineers, 2 Founders, 1 Content, 1 Brand and 1 Growth
2 Product Designers, 4 Engineers, 2 Founders, 1 Content, 1 Brand and 1 Growth
Curio is an audio journalism app that transforms high-quality written journalism into accessible, narrated audio — helping people engage with meaningful stories and ideas throughout their day.
The platform partners with trusted publishers to deliver curated journalism across topics that shape culture, society, and the future.
The platform partners with trusted publishers to deliver curated journalism across topics that shape culture, society, and the future.
The Challenge
I joined Curio at the seed stage as the founding designer, just as the team was preparing to launch a new iOS app and brand identity.
While the product had strong editorial partnerships and content quality, it lacked user clarity, product focus, and a cohesive design foundation. The initial release was rushed, and the company needed a clear north star — grounded in audience insight and competitive positioning — to prioritise the roadmap and align product, brand, and business.
The goal was to move Curio from an early 0.5 state to a true 1.0 product with a unified vision and growth strategy.
While the product had strong editorial partnerships and content quality, it lacked user clarity, product focus, and a cohesive design foundation. The initial release was rushed, and the company needed a clear north star — grounded in audience insight and competitive positioning — to prioritise the roadmap and align product, brand, and business.
The goal was to move Curio from an early 0.5 state to a true 1.0 product with a unified vision and growth strategy.
The Approach
We began with a reset through discovery, stepping back to understand the audience, the market, and where Curio could uniquely add value.
To move beyond fragmented, anecdotal feedback, we introduced a structured research framework to surface consistent behavioural patterns and decision drivers. This allowed us to shape a clearer product narrative and competitive position.
Methods included:
These insights helped define Curio’s key differentiators, focusing on trust, curation, and depth over infinite feeds and volume.
To move beyond fragmented, anecdotal feedback, we introduced a structured research framework to surface consistent behavioural patterns and decision drivers. This allowed us to shape a clearer product narrative and competitive position.
Methods included:
-
Surveys and in-depth interviews
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Personas and journey mapping
-
SWOT and competitive analysis
-
Product positioning workshops
These insights helped define Curio’s key differentiators, focusing on trust, curation, and depth over infinite feeds and volume.
Early stage experiment - Acquisition Focus
HMWs increase sign up to trial rate.
After redesigning pricing clarity and cancellation transparency, we improved confidence-to-subscribe: Download to Trial Subscription increased from 6% to 15% App download to paid subscription grew from 2% to 3.5% These were early-stage but meaningful signals of reduced friction and improved perceived value
HMWs increase sign up to trial rate.
After redesigning pricing clarity and cancellation transparency, we improved confidence-to-subscribe: Download to Trial Subscription increased from 6% to 15% App download to paid subscription grew from 2% to 3.5% These were early-stage but meaningful signals of reduced friction and improved perceived value
Early stage experiment - Retention Focus
Insights: 15% of cancellations are because of expired credit cards
Insights: 15% of cancellations are because of expired credit cards
Shift from acquisition to early retention
Retention improves only when users find meaningful content fast.
Behaviour analysis showed:
Strategic shift:
Behaviour analysis showed:
- Users browse in 1–3 minute micro-breaks
- They listen when they have 10–15 minutes
- So “Save for later” moments needed to be as strong as “Play now”
- The “Hero” Space needed more variety at a glance
- Feed weren’t personalised or guided through
Strategic shift:
- Move from subscriber growth targets → first-session value
- Prioritise helping new listeners find one meaningful story ASAP
- Test playlist entry, multi-tile view, and stronger save-for-later functions
Apple Watch
Designed for Apple Watch’s limited screen space, the Daily Edit playlist delivers instant, one-tap access to fresh content each day, making it a natural fit for showcasing the new OS launch and enhanced audio performance.
Widget
The widget OS launch was another strong opportunity to introduce more on-brand content, building on the Daily Edit concept introduced on Apple Watch.
The Output
Supported a successful $10M Series A and led to Curio being featured by Apple as a top audio app, strengthening credibility with both users and publishing partners.