Loco.com
Loco.com is a global live streaming platform that aims to foster a conducive environment for live streamers to grow while giving their audience the best experience possible. During its international expansion, the team worked with Design Studio London to revamp the brand to fit global standards.
264.1%
Onboarding Funnel Completion Growth
2.2M
Monthly Active Users
Scope of work
UI, UX & Product
Tools
Figma, Amplitude, Jira, Sheets
Duration
2 years
Capcity
Full time
Problem Statement
During its international expansion from India into 7 global regions, Loco updated its brand identity in partnership with Design Studio London. As top-of-funnel marketing acquisition spend scaled across global regions, the internal product design challenge was ensuring user touchpoints across core flows were standardized, frictionless, and conversion-ready.
User Interface Overhaul
The design system needed to work across the platform’s core surfaces, including live chat, stream interactions, sticker gifting, and in-app notifications.
Onboarding
For new users trying to start watching streams, the onboarding profile setup process was overly complex, which caused them to drop off before they could trigger a single active viewing event. From a business perspective, Loco was losing thousands of high-intent users right at the top of the funnel.
Rewards
Loco had successfully acquired 79,659+ new users and pushed MAU past 2.2 Million, but we needed a compelling, habit-forming feature to convert these casual viewers into highly retained Daily Active Users (DAU). Users did not need complex interactive mechanics (like casting match predictions) to stay engaged; they primarily sought high-value incentives tied to their natural viewing habits.
Conclusion
Impact
- Maximizing Paid Acquisition Efficiency: By eliminating setup friction while paid acquisition spend scaled, completed onboarding setups grew from 9,086 users (Dec 2024) to 32,789 users (Jun 2025)—representing a 260.9% growth in monthly funnel completions.
- Preventing Install Leakage: Ensured that the surge in paid marketing spend translated directly into active stream viewers rather than abandoned installs.
- 84.4% Day-1 Retention: Users passing through the optimized onboarding flow demonstrated up to 84.4% Day-1 retention.
Reflection
- Scope Trade-offs: To test pure smart defaults during MVP, we temporarily removed manual interest tagging. Future iterations will reintroduce lightweight implicit tagging based on early watch history.
- Key Learning: Aligning product onboarding with marketing acquisition campaigns ensures paid traffic doesn't leak before users experience core product value.