AIRTIME · PRODUCT VOICE + GROWTH
Putting the social back in social media.
Airtime had to show Gen Z what made it different, help people bring friends and give them a reason to stay.
MY ROLE
Copywriter · Content + UX Strategist
FOCUS
Research · Testing · Onboarding
PARTNERS
Product · Design · Student users
OUTCOME
More connection · More engagement
14→36
average minutes spent in-app, alongside connection and completion gains.
01 · WHAT I SAW
The problem wasn’t awareness. It was momentum.
Interviews surfaced limited phone space, confusing UX and a product that was not useful until friends were already there.
02 · WHAT I DECIDED
Make connection part of onboarding.
I clarified Airtime’s active-participation promise and paired it with UX changes that helped people build a network early.
03 · WHAT I BUILT
A research-and-testing loop.
User interviews and A/B testing connected content decisions to completion, connection and engagement behavior.
04 · WHAT CHANGED
People found reasons to stay.
Time in-app rose to 36 minutes, connections grew to six and onboarding completion reached four in six.
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AIRTIME · PRODUCT VOICE + GROWTH
Putting the social back in social media.
Airtime had to show Gen Z what made it different, help people bring friends and give them a reason to stay.
MY ROLE
Copywriter · Content + UX Strategist
FOCUS
Research · Testing · Onboarding
PARTNERS
Product · Design · Student users
OUTCOME
More connection · More engagement
14→36
average minutes spent in-app, alongside connection and completion gains.
01 · WHAT I SAW
The problem wasn’t awareness. It was momentum.
Interviews surfaced limited phone space, confusing UX and a product that was not useful until friends were already there.
02 · WHAT I DECIDED
Make connection part of onboarding.
I clarified Airtime’s active-participation promise and paired it with UX changes that helped people build a network early.
03 · WHAT I BUILT
A research-and-testing loop.
User interviews and A/B testing connected content decisions to completion, connection and engagement behavior.
04 · WHAT CHANGED
People found reasons to stay.
Time in-app rose to 36 minutes, connections grew to six and onboarding completion reached four in six.
NEXT CASE STUDY
Back to selected brand work
→
AIRTIME · PRODUCT VOICE AND GROWTH STRATEGY
Putting the social back in social media.
Airtime wanted Gen Z to do more than download another social app. The experience had to show what made it different, help people bring friends and give them a reason to stay.
MY ROLE
Copywriter
Content + UX Strategist
FOCUS
User outreach
Testing strategy
PARTNERS
Product · Design
Student users
OUTCOME
More connection
More engagement
14→36
average minutes spent in-app, alongside major connection and completion gains.
01 · WHAT I SAW
The adoption problem wasn’t only awareness. It was momentum.
Student interviews surfaced limited phone space, an unintuitive UX and a product that was not useful until friends were already there. Messaging, UX and network strategy had to move together.
02 · WHAT I DECIDED
Make the differentiator clear—and connection part of onboarding.
I focused the story on active participation: unlike passive feeds, Airtime let friends watch, react and talk together in real time. UX changes and incentives helped people build a network early.
03 · WHAT I BUILT
A research-and-testing loop, not one precious answer.
Through user interviews and A/B testing, we iterated on onboarding and tracked completion, organic connections and time spent in the app.
04 · WHAT CHANGED
People got through the door—and found reasons to stay.
Time in-app grew from 14 to 36 minutes, organic connections from fewer than one to six, and onboarding completion from one in six users to four in six.
NEXT CASE STUDY
Back to selected brand work
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