Popsa’s growth had been driven by its native mobile app, but requiring users to download before creating introduced friction in the conversion journey. To capture high-intent web traffic and reduce barriers to entry, we explored how the experience could translate to the web without compromising the product’s emotional quality.

Through discovery and validation, we mapped the existing journey, identified key drop-off points, and prototyped a web-based approach to the AI-driven creation flow. This resulted in a clear, direction focused on faster time-to-creation, reduced friction, and parity with the native experience while still allowing users the freedom to edit and customise.