2025
Growth
Pairing Features at the Right Moment, +14% Adoption
Surfacing a low-adoption feature inside the flow of a related, high-adoption one
Litmus
3 months
Product designer
CHALLENGE
Litmus’s personalization suite had 12 content editors. Timers were the most used content type, and Add to Calendar widgets had 1/3 less adoption.
HYPOTHESIS
Timers and Add to Calendar widgets are both used to promote events. Surfacing that connection at the right time should increase adoption.
DESIGN DECISION
Surfaced Add to Calendar inside the Timer flow
VALIDATION
A/B tested the card as the variant against a no-change control.
The variant rolled out gradually before making it available to all users, running for 3 months until the project ended at acquisition.
RESULTS
14%
Increase in published Add to Calendar content
