Threads
THE PROJECT
This project explored UX improvements for Threads, focused on lifting engagement in a platform where ad revenue depends directly on time spent.
PROBLEM
Below-benchmark engagement: Threads showed lower engagement than comparable platforms, a real concern for an ad-driven model.
Session length: Time per Use needed to increase to keep users engaged longer per visit.
Return frequency: Number of Visits needed to increase to bring users back more consistently.
GOAL
Increase user engagement time on Threads by improving both time-per-use and number of visits, through UX/UI improvements, content strategy, and habit-forming features that drive retention.
APPROACH
We combined market research, a platform audit, and user research to understand what was pulling engagement down, then defined the core problem and proposed a solution before moving into UI design — delivering an audit report, research report, and Figma handover.
to Solve the Challenge
Research
Threads users were spending less time on the platform than expected, so the research focused on what affects session length, return frequency, and overall engagement.
Solution proposition
From identified pain points to practical features that create a more engaging and meaningful user experience.
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IMPACT & OUTCOME
Clearer content
surfacing made it easier for users
~20%
increase in avg. session time from habit-forming UX improvements.
~15%
increase in return-visit frequency from notification strategy changes.
Recommendations
give the team a data-driven roadmap for future retention work.
Let us
GROW
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your
business!
