Retention PRD · Gamification

VitaFit — StayFit+ Initiative

D7 retention had fallen 34% year-over-year. I wrote the StayFit+ PRD — gamification mechanics plus community challenges — projected to lift D30 retention 25% within a 90-day phased rollout.

Role
Solo PM — retention PRD
Method
Gamification design, phased rollout planning
Scope
Habit retention, fitness app
Deliverable
PRD & interactive prototype
The problem

A 34% YoY decline in D7 retention is a habit-formation failure

Fitness apps live or die on early habit formation. A double-digit year-over-year drop in D7 retention meant the product was losing users before a habit even had a chance to form — squarely a Day 0–7 design problem, not a content problem.

-34%
YoY decline in D7 retention — the trigger for this initiative
+25%
Projected D30 retention lift from the StayFit+ PRD
90 days
Planned rollout window, phased rather than big-bang
Solution

StayFit+: streaks, challenges, and community — not just reminders

Before

No streak mechanics, no social layer.

Retention relied entirely on push-notification reminders — easy to ignore, easy to disable.

After

Streaks, badges, and community challenges with leaderboards.

Retention is driven by visible progress and social accountability, not just a notification.

Rollout

Phased across 90 days — measure before scaling each layer

Weeks 1–4
Core mechanics — streaks and badges ship first, since they require no social graph to deliver value.
Weeks 5–8
Community challenges — group challenges and leaderboards layer on top once core mechanics are validated.
Weeks 9–13
Measure & iterate — track D30 retention against the +25% target and tune mechanics before full rollout.
Prototype

StayFit+, built and clickable

Brought the PRD's core mechanics to life as a working prototype — daily streaks with a freeze token, XP levels ("Rookie" → "Athlete"), active community challenges, a rewards/voucher wallet, and a live community feed showing squads and leaderboard movement in real time.

Live prototype — StayFit+ Open full screen ↗
Open interactive prototype ↗