Growth Design at komoot
Tackling growth at Komoot:
from 0 to 1 features to pragmatic quick fixes that moved the needle
Approach
Growth doesn’t just come from new users: it comes from helping people reach value faster, return more often, and ultimately pay for the right things.
My approach combines research, behavioral insights, and rapid experimentation to tackle the silent killers of growth: weak activation, poor retention, and unclear monetization.
As a Growth Designer at Komoot, I was embedded in the cross-functional Growth Team, collaborating daily with Product Managers, Data Analysts, Front-end and Back-end Engineers, Content Designers, and QA specialists.
My projects fell into two workstreams: 0-to-1 design and rapid iterations. You'll find examples below.
* for confidentiality reasons, the actual values for metrics through this case study are ballparks.
In 2019, I led the redesign of Zattoo Recordings, a distinction feature that allows users to save TV shows to watch at anytime. The project resulted in +6% increase in watching duration and set the bar for the Product Design process at Zattoo.
To reach these goals, I collaborated with two Designers in the concepting phase and worked alongside two Product Managers and several Software Engineers for the development phase.
The New Zattoo Recordings launched between February and April 2019.
In 2019, I led the redesign of Zattoo Recordings, a distinction feature that allows users to save TV shows to watch at anytime. The project resulted in +6% increase in watching duration and set the bar for the Product Design process at Zattoo.
To reach these goals, I collaborated with two Designers in the concepting phase and worked alongside two Product Managers and several Software Engineers for the development phase.
The New Zattoo Recordings launched between February and April 2019.
Workstream: Rapid iterations
Fast Fixes, Big Impact
Not every growth win requires a brand-new feature.
Paywall improvements
Many of the biggest uplifts came from small, pragmatic changes: restructuring CTAs, introducing tooltips to guide users toward the “aha” moment, and clarifying paywall messaging.
These refinements removed confusion, highlighted value at the right time, and nudged users toward the next step.
Wen working Rapid Iterations projects, I'm laser focused on delivering tangible business outcomes without unnecessary redesigns. Sometimes the best design is no design at all.
Knowing where to make a small cut that leads to exponential impact is what differentiate a Lead/Staff Designer from mid-level Designers.
All of these projects were shipped within a sprint.
Get in touch to find out why we were so fast.
Introducing Tooltips and experimenting with main CTAs
Workstream: 0 to 1
Building Adventure Streaks
As a Growth Designer, part of my role was leading design for 0-to-1 projects aimed at increasing natural frequency of use and improving retention.
One of the key 0-to-1 projects I designed was Adventure Streaks.
The concept was simple: reward consistency over intensity. By tracking consecutive weeks of outdoor activity (at least 15 minutes per week), users formed a sustainable habit of exploration.
The feature was built from scratch. From concept and validation through to design and rollout. It lowered the barrier to engagement, increased the natural frequency of use, and helped users build a personal connection with Komoot.
This project showcases my ability to take a product from 0 to 1: shaping a concept that drives real behavioral change and delivers measurable results.
Send me an email for more info on this project.
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Let's keep the conversation going
Enrico Furfaro | 2020
Crafted in Berlin during winter nights fueled by warm tea and candlelight