We regularly launched acquisition campaigns ranging from onboarding to paywalls, each tailored to new offers and audiences.
The design adapted to the context of each campaign, creating a seamless transition for users while preserving the product’s core logic. This allowed us to shift themes and messaging quickly without losing overall system consistency and control.
Using Remote Config made it possible to quickly connect ad creatives with in-app screens.
The built-in templates covered the need for fast content setup — from copy to visuals — while preserving a consistent funnel experience in the early stages of launch.
The rigid logic of standard solutions quickly became a limitation. To bring flexibility back into the composition, we introduced our own layer of JSON configs.
This allowed us to build a scalable library for onboarding flows, paywalls, and web funnels, where the structure of each screen was driven by product needs rather than the platform’s technical constraints.
The key outcome was a shift from endlessly producing new screens to working with reusable entities. We turned marketing flows into a modular system of design and code components that made it possible to test new hypotheses quickly without rebuilding everything from scratch.
This systemization reduced manual work at scale, aligned teams around a shared structure, and significantly accelerated the launch of new tests.
