The Challenge

At Baboon, the Customer App was the heart of the business. However:

• Many users downloaded the app but never activated usage.

• Onboarding was long and confusing, leading to drop-offs.

• The ordering process had too many steps → friction and lost conversions.

• Retention was low: most users tried once or twice and never came back.

The Solution & Approach

As the Product & UX Lead, I:

• Conducted end-to-end journey analysis: download → first order → repeat usage.

• Identified the main friction points: complex onboarding, multi-step checkout, lack of personalization.

• Onboarding in 60 seconds: users could place their first order barrier-free.

• Smart Checkout: reduced purchase time by over 40%.

• Retention Hooks: personalized push notifications & behavior-based recommendations.

Real Results

• Adoption doubled +20% → more active users after the first month

• Retention significantly improved → monthly active users grew consistently.

• Conversion from download → first order increased +60%

• Baboon became the #1 food delivery app in the local market.

Adoption & retention are not just “marketing problems” – they are experience problems. A seamless onboarding and frictionless journey turn new users into long-term customers.