As Head of Product at Curiscope, I managed the ongoing strategy and development of Virtuali-tee - an augmented reality game that teaches kids about biology. The app is used in conjunction with a physical t-shirt with an AR tracker that is scanned to reveal the inside of your body. It’s used in hundreds of schools and thousands of homes around the world. 

One of the core challenges faced by the product was satisfying the end user and Apple requirements for availability: How could we monetise low-yield users (those who were unwilling to purchase the t-shirt, but still wanted the experience), while balancing that with Apple review guidelines (making content accessible for all)? 

I designed an In-App Purchase loop that locked some functionality in a demo mode. Initially this involved digging deeper into the buying patterns of our core user types to ensure the demo mode didn’t become a barrier to purchasing the t-shirt, but instead a way of promoting it. Essentially, users are given two ways to unlock all the systems in the body: They can buy them right there and then in app, or they are funnelled to the website to buy the garment. 

I created a user flows, narrowing down the most frictionless experience that would encourage the IAP or, ideally, the purchase of the t-shirt itself.

Then came a set of wireframes, including an interactive prototype and documentation. Throughout this process I could retest how easy the experience was and whether button positioning etc. felt intuitive. 

The IAP loop was then developed in the app and shipped.