Savvi- Aligning acquisition intent with App Store positioning

1. Project Overview

Savvi is an AI app combining a conversational chatbot with image generation tools. While reviewing performance across our app portfolio, I noticed something unusual:

Savvi had one of the highest CTRs in paid campaigns — but one of the lowest conversion-to-install rates.

Traffic wasn’t the problem. Conversion was.

I led the investigation and redesign of the App Store narrative to resolve the disconnect.

2. The Problem

Users were clicking on ads — but not installing.

When I looked deeper with the User Acquisition team, we found the issue:

• The highest-performing campaigns were focused on image generation

• The App Store screenshots were focused almost entirely on the chatbot interface

Users were expecting powerful image creation but landed on a messaging UI.

The promise and the product presentation didn’t match. And in the App Store, that mismatch costs installs instantly.

3. Strategy

The issue wasn’t the product, It was positioning.

Instead of redesigning features, we restructured how the product was introduced in the store:

• Prioritized image generation in the first screenshots

• Showed outputs before interfaces

• Matched visual language to acquisition creatives

• Repositioned the chatbot as a complementary feature

The goal was simple: Reduce expectation friction.