Turning OneClimate into the Duolingo of climate change

Overview

In April 2024, I joined OneClimate as Fractional Head of Product, working three days a week. OneClimate is a ClimaTech app aiming to drive climate awareness and action.

Challenge

Upon joining, it became clear that OneClimate was facing challenges with user activation and retention. The product did not achieve product-market fit yet, which required strategic intervention on the product level.

Solution

To address these challenges, I collaborated closely with Simon Bail, the CEO of OneClimate, to develop and implement a comprehensive three-pillar strategy:

1. Enhancing User Engagement through the "Action Path" Feature

   • Conceptualization and Development: Identified the need for a habit-building feature that would encourage daily user interaction. Conceived the "Action Path," a gamified journey where users could commit to long-term actions supporting the planet.

   • Rapid Implementation: Led the team to design, develop, and launch the Action Path feature from concept to production in just six weeks.

   • Habit Formation: Incorporated behavioral psychology principles to create a feature that fosters routine engagement, increasing both daily active users and time spent in the app.

2. Reorganizing the Team and Increasing Focus

   • Team Restructuring: Assessed team roles and responsibilities, optimizing for efficiency and clearer accountability.

   • Enhanced Communication: Implemented regular stand-ups and cross-functional meetings to ensure alignment on goals and progress.

   • Data-Driven Decision Making: Introduced analytics tools and established key performance indicators (KPIs) to inform product decisions and measure success.

3. Optimizing Conversion and Supporting Fundraising Efforts

   • Refining User Journey: Collaborated with the marketing team to streamline the onboarding process and improve the overall user experience.

   • Strategic Paywalls: Implemented targeted paywalls at optimal points in the user journey to increase conversion rates without detracting from user experience.

   • Fundraising Support: Assisted in crafting the product narrative and demonstrating growth potential, contributing to efforts to secure a seed round of funding.

Skills Utilized

• Strategic Product Planning: Developed a clear roadmap aligned with business objectives and user needs.

• Rapid Feature Development and Iteration: Managed the swift creation and deployment of the Action Path feature.

• Product Team Leadership: Reorganized the team structure and improved collaboration across departments.

• User Engagement Optimization: Applied habit-forming principles to enhance user retention and satisfaction.

• Conversion Rate Optimization: Worked on refining the user journey and implementing strategies to increase conversions.

• Data-Driven Decision Making: Established metrics and analytics processes to guide product development.

• Fundraising Support: Contributed to pitch materials and strategy to attract potential investors.

Results

• Successful Launch of Action Path Feature:

  • Delivered from concept to production in just 6 weeks.

  • The feature became a central component of the app, encouraging daily user engagement.

  • Increased user activation rate by 300%  

  • Achieved a 10% increase in Weekly Active Users within the first month of Action Path launch

  • Set the foundation for OneClimate to potentially become the 'Duolingo of climate action'

• Improved Team Performance:

  • Enhanced focus and productivity due to clearer roles and improved communication.

  • Established a culture of data-driven decision-making within the team.