Arriving at Renkoo, Booze Mail was already one of the more popular Facebook application, with a large base of active users. The main goals I set out to achieve when working on it were to drive usage, increase virality and to improve the overall “user experience”.
One of the things I felt was important to capture was the tongue-in-cheek nature of the application. Following those lines, I introduced a daily “Booze Trivia” feature which shot up the average pages views per user 3-4x.
I also implemented a number changes to the profile view of the application, allowing the user to customize how drinks were displayed on their profile, along with a thurough round visual design cleanup.
All of these improvements combined made a direct and dramatic impact on the uninstall rate of the application, while making it feel more complete and polished.