Designed and shipped habit-forming features at Toggl Track that supported $500k+ ARR, improved activation up to 50%, and supported enterprise adoption. I led end-to-end product design across these projects, partnering with PM/Engineering and aligning measurement.

Teams: Time Tracking, Native apps, Growth, Monetization

Highlights:

• Supported ARR by $500k+ through enterprise and monetization features
• Improved mobile activation + week-3 retention by ~50% with a habit-focused mobile redesign
• Increased web activation by 8% via Timer page revamp (A/B tested)
• Lifted Browser Extension performance: 78.5% Aha, 49.4% habit, 2× time entries, 8.3% paid conversion
• Shared Time Entries used in ~30% of large workspaces; ~$200k ARR impact (modeled / sales-influenced)..
• Launched Auto-tracking Calendar Events with 40% adoption; supported closing an 800+ seat enterprise deal ($150k+ ARR)
• Timesheets design: unlocked significant new revenue opportunities, supporting over $150K ARR in closed deals including major customers

Cool fact:

Apart from large companies like LinkedIn, Amazon, Wise, Square and Uber, Toggl was mentioned as Serena williams’ top productivity app in one of her interviews here on Tennis.com.

Desktop App Success Story

macOS, Windows, Linux

Context

The Toggl Track desktop app started as a legacy hybrid product with fragmented workflows and limited scalability. Despite being the product’s core surface—where serious, long-term users build daily time-tracking habits—the experience made onboarding unintuitive for new users and unclear for teams adopting Toggl at scale. This directly limited habit formation, retention, and long-term revenue growth.

Research showed that desktop users had the highest retention potential, especially those who crossed 10+ sessions early, yet the existing experience failed to guide users toward this milestone.

Action

I led the end-to-end redesign of the desktop web app from scratch, focusing on habit formation and repeatable tracking behaviors rather than surface-level UI polish.

My work included:

• Re-architecting onboarding to guide users toward early, repeat usage.
• Clarifying information hierarchy and core workflows to reduce cognitive load.
• Improving feature discoverability for power users and teams without distracting new users.