CraftNote for Mobile

Three CraftNote screens on phones: the notes list, a live transcript, and a note's summary

CraftNote is our flagship AI notetaker. Since I joined JoyoLabs, we’ve grown it to 1M+ installs, 200K monthly active users, and 50K active subscribers, while expanding the product across six platforms.

I’ve helped evolve the mobile experience through new features and major product improvements, while shaping how we bring new users in and convert them into paying customers. I also established a design system to support CraftNote at scale and introduced dark mode across the experience.

Design. Metehan Birlik, Ege Uz Engineering. Gökberk Bardakçı, Polat Başoğlu Leadership. Kemal Berent Aydın, Cihat İmamoğlu, Orçun Şimşek Featured Artwork. The Thames at Battersea, 1824 by David Cox

Product

Recording and transcription remained at the heart of CraftNote, but the product was becoming capable of much more. We continued evolving the core experience while introducing new ways to follow, revisit, and get more from conversations.

The core experienceEverything starts with a conversation.

The Notes tab, listing recordings and notes by day, beside the Calendar tab, with upcoming meetings and an option to record by link The To Do tab, with action items grouped under the note they came from, beside the Chat tab, for asking questions across all notes at once

Live transcriptionRead the conversation as it happens.

Read aloudListen to any summary, in a voice you choose.

Live transcription paused with Summarize and Resume, then the transcript appearing line by line Read aloud in three steps: a summary with a Listen to Summary player, the Choose a Voice sheet, and a voice selected with Generate Audio ready

User Acquisition

1

We were spending heavily on search ads, but the users they brought in converted poorly, and each one earned us very little.

2

To fix this, we ran an experiment. I tailored every step of the acquisition funnel to what these users were searching for, including the App Store screenshots, onboarding, and paywall.

App Store screenshotsFirst screenshot of each page.

The first App Store screenshot for six search intents: meeting notes app, instant transcription, video transcription, medical scribe, fintech meetings, and real estate agents

OnboardingFirst screen of each flow.

PaywallThe default, then one per funnel.

The first onboarding screen for the meeting notes app, transcription, and video transcription intents, each headed with its own promise The default paywall beside the paywalls for the meeting notes app, transcription, and video transcription intents

Up to 2.5×Revenue per user

Up to 1.8×Trial-to-paid conversion

Up to 1.8×Trial starts

Discovery

As CraftNote became more capable, many useful features remained undiscovered. Instead of adding more permanent UI or generic prompts, we started introducing features when user behavior suggested they were actually relevant.

Note toolsStructured, actionable content from any note.

SpeakersSee exactly who said what.

FoldersStay on top of notes as they grow.

A newly opened note, Engineering Team Daily Review, with the Note Tools intro sheet rising over it
A transcript whose speakers are still named Speaker 1, 2 and 3, with the speaker identification intro sheet rising over it
The notes list with no folders yet, with the Folders intro sheet rising over it

Up to 1.3×Note tool use

Up to 3×Speaker renames

Up to 1.8×Folders created

Retention

CraftNote already asked users why they were cancelling, but their answer didn't change what happened next. We redesigned the experience to respond to the reason someone was leaving, rather than treating every cancellation the same.

Exit surveyEvery cancellation starts with a reason.

Too expensiveThe most common reason, and its follow-up.

The exit survey, asking why the user wants to cancel: too expensive, didn't meet expectations, missing features, found another alternative, don't use it often, or other The Too Expensive path in three steps: asked which part of the pricing feels too high, a comment written, and a Before you leave screen with what PRO users summarized in the last day and a review

Paywall for missing featuresLeads with everything included in PRO.

Paywall for too expensiveLeads with how many people use it every day.

The cancel-flow paywall for users missing features: a 40% discount, then the list of what is included with PRO The cancel-flow paywall for users who find it too expensive: a 40% discount, then Join 1M+ PRO Users with what they did in the last 24 hours

2.1×Purchases in the cancel flow

8.9×Purchases after backing out of checkout

−7.7%Renewal cancellations