Tiimo · B2C · visual planner for ADHD
Remove a feature only a few power users love if it slows building
Unpopular with those users; built a close substitute
Mixedfeature-development
What they did
The Routine feature was loved by a very small share of super-users but was technically hard to maintain and incompatible with how the app was being rebuilt. After going back and forth, Tiimo shut it down and tried to build something as close as possible to replace it.
What happened
Controversial with the affected users; simplified the codebase.
- Stage
- Growth (post-funding growth)
“it was a feature that was absolutely loved by a very small portion of our users, very super-users. Um, but it was also technically difficult to maintain”
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More from Tiimo
All 17 Tiimo tacticsMore from this episode
- Tiimo: Post 1-2 App Store in-app events a month and keep nominating your app to AppleApple's editors started asking for promo artwork; part of the path to App of the Year 2025
- Tiimo: Watch WWDC as a team and build the new Apple features by SeptemberCompany says it got Apple's attention; no numbers
- Tiimo: Pick one number, tasks done on day one, and rank every feature by itCompany says it helped them focus; no numbers
- Tiimo: In onboarding, let people add things they already do daily, like brushing teethMore tasks created; company says it helped
- Tiimo: Send reminders about the exact tasks people chose during signupPart of a set of changes the company says helped; no numbers
- Tiimo: Celebrate finished tasks with confetti and streaks so progress feels realHelped quite a bit in recent months, per the company; no numbers
- Tiimo: Add a 3x-priced tier with expert courses and body doublingHurt growth numbers; parked to refocus on the planner
- Tiimo: Shut down a weak Android app, then rebuild it properly when you canFreed team time; a rebuilt Android app relaunched and is catching up to iOS
- Tiimo: Keep blended cost per customer under about $10.50 and check it weeklyKeeps paid growth profitable; cut brand spend like influencers
- Tiimo: Spend a lot on influencer marketing while testing many thingsBuilt brand more than revenue; now only done carefully under the cost cap
- Tiimo: Use Meta for broad audiences and Apple Search Ads for 'ADHD planner' searchesASA up to 50% cheaper per trial; ADHD-identifying users convert 3x
- Tiimo: Run one Meta campaign per country, broad targeting, one ad set per creative themeBetter cost control, per the company; no numbers
- Tiimo: When a winning ad tires, test its message and its look separatelyThe clean Apple-like look, not the laundry message, drove the win
- Tiimo: Put your App of the Year badge everywhere: ads, screenshots, banners
- Show the paywall before asking people to sign upSales up 52%; 60% had been dropping off at sign-up
- App Masters: Label sign-in buttons 'Continue with' instead of 'Sign up with'10% better in the host's A/B test
- Play your app's sounds during onboarding if the app is immersiveHost says it usually lifts conversion; no numbers