Boosting retention through a more rewarding proposal experience
Halo is a technology partnering platform where 3,500+ scientists connect directly with leading companies like PepsiCo and Bayer for research collaborations and funding opportunities.
While attracting scientist users has never been a challenge, retaining them has proven difficult. How could design help them feel seen, confident, and motivated to return?
Impact
To improve retention, we made the application process more transparent and rewarding. We began by improving the findability of the feature, then embedding positive reinforcement throughout the journey. As a result, we not only increased the 90-day retention rate from 15% to 47%, but also encouraged deeper participation across the platform.
47%
90-day user retention rate
1s
Time to find "My Proposal"
2.3×
Number of applications per user
86%
Users feel more confident
The proposal evaluation process often took weeks, and in that time, users received no meaningful updates — only vague status labels like “evaluating.” While they returned in hopes of good news, the lack of clarity and feedback left them feeling ignored and discouraged.
After weeks of waiting, most applicants received nothing more than a cold, automated rejection. The experience felt unrewarding; their time, effort, and confidence seemed wasted. Faced with uncertainty and disappointment, they had little reason to return.
How might we keep scientists informed of their proposal status
and emphasize their success?
Transparency
we should break down the previously vague evaluation journey into clear, trackable stages. We should also add clearer messaging around each phase to set expectations and rebuild trust in the experience.
Redefine 'Success'
Instead of framing outcomes as a binary win or loss, we introduced positive reinforcement at every stage of the evaluation. Even if they are not selected, they are encouraged to engage with future opportunities.
MVP design through 3 steps
After finalizing our increased engagement points with users, I moved into design iterations that truly bring transparency and positive reinforcement into the experience.
Prioritized “My Proposals” in global navigation
"My Proposal" is relocated to the main navigation for easier access. We also separate submissions into "Active" and "Archive" tabs to create a cleaner workspace.
Bring transparency by dissecting evaluation process
Instead of a single vague “Evaluating” status, we introduced 3 evaluation phases, along with other key statuses. We also added expected feedback dates to set clearer expectations and give users a sense of momentum.
Turning stage successes into verified status
We designed three badges to celebrate each stage of a proposal’s progress. These badges also appear on their profiles as verified credentials, showcasing their capabilities and helping them stand out for future opportunities.
Progress bar is not rewarding nor accurate
Reward badge is not 'flashy' enough
Over emphasize on "Next Update Date"
Fewer drop-offs, stronger trust
Working closely with engineering, we built and launched the MVP within just two months. The success badges design received particularly positive feedback from both scientists and sponsors. With a 47% user retention rate, we gained greater confidence in growing the scientist network and attracting new research opportunities.
Product is never truly built, it's a process of building and testing
Designing features was just the beginning, I also took the lead in identifying usability issues through Smartlook analysis and solving those with the cross-functional team. It was fascinating to see how users interacted with different features, and how small changes profoundly changed user engagement.
Halo Team 🚀