Tile
Overview
Tile is a Bluetooth tracking device that helps people find everyday essentials like keys, pets, wallets, phones, and more – delivering everyday peace of mind.
The goal – to increase user engagement and Premium adoption by redesigning the app and web experience to better communicate product value, encourage repeat interaction, and support a broader user base (ages 18–75).
Problem
Despite strong brand recognition and active devices in the market, nearly half of users rarely engaged with their Tiles after initial setup.
Key issues:
- Low post-onboarding engagement
- Underutilized app features
- Limited awareness of Premium benefits
- UX/UI friction reducing repeat interaction
I hypothesized a direct link between engagement drop-off and gaps in the app and web experience.
Solution
A user-centered redesign focused on engagement, retention, and growth.
Drive premium adoption
- Clarified value of Premium features
- Improved upgrade pathways and in-app education
Increase engagement
- Surfaced underused features within core flows
- Reduced friction in everyday interactions
- Reinforced product value beyond “lost item” moments
Broaden audience reach
- Simplified navigation and hierarchy
- Improved accessibility and clarity
- Created consistent app + web experiences
Build trust through storytelling
- Highlighted testimonials and recovery stories
- Reinforced emotional value: security and peace of mind
The result – a more intuitive, value-driven experience designed to deepen engagement and grow the premium community.
