Tidewell
·
Sleep coaching app
Product
Year
2026
Role
Product design and front-end build
Duration
9 weeks
01 · The brief
People sign up at 11 p.m., hit seven screens of questions and fall asleep before they start. We need them in the program tonight, not tomorrow.
Constraints
Live before the January sign-up peak, nine weeks out
One front-end engineer on their side
Existing React and Tailwind codebase, no rewrite
02 · Design
What I decided, and why
01
Ask three questions, not twenty-two.
The other nineteen didn’t change the first week’s plan, so they moved to day three.
02
Start the first session inside onboarding.
The wind-down audio plays on screen three, so night one begins before sign-up ends.
03
Dark by default after 8 p.m.
Most people sign up in bed. A white screen at 11 p.m. was its own drop-off.
03 · Build
Stack
React, TypeScript, Tailwind CSS, Framer Motion, Amplitude events
What the team kept
Merged into their repo behind a feature flag, with Storybook stories for all 14 new components and a recorded walk-through.
04 · Result
What changed
+18%
activation (first session completed), six weeks after launch vs. the six weeks before
7 → 3
onboarding screens
90 s
median time to the first session, down from 4 minutes
Remix FREE