FLOWN
FLOWN
FLOWN
FLOWN
Improving UX Touchpoints to Drive Activation and Retention (Used by People from 140+ Universities)
PROJECT INFORMATION
Year
2023
CLIENT
FLOWN
Contribution
UX/UI DESIGN
PRODUCT STRATEGY
PLATFORM
desktop
TEAM - sHOREDITCH dESIGN
Madalina Loghin - UX/UI
Dylan MacKay - sENIOR UX/UI
Emma JAMES - pROJECT maNAGER
A Virtual Hub for Deep Work
FLOWN is a global virtual co-working platform tailored for remote workers, empowering users to achieve sustained deep focus through guided work sessions and productivity tools.
Operating at the intersection of wellness and productivity, Flown supports a diverse community, used by individuals from over 140 universities and hundreds of organisations.
(01)
THE PROBLEM
Friction Points Blocking Focus
and Retention
Key UX touchpoints within Flown’s platform lacked the clarity needed to effectively communicate value and guide user decisions. Uncertainty around session types and participation commitment created friction, while the overall benefits of the platform (how it helps users achieve focus and productivity) were not clearly conveyed, limiting user progression to paid memberships.
Additionally, there was a notable lack of motivation for users to return regularly. This highlighted a critical need to explore features and design strategies that encourage sustained engagement
and retention.
These gaps in user understanding posed a risk to activation, retention, and overall growth during a critical phase of product evolution.
To tackle these challenges, I collaborated closely with the Flown product team, focusing on key areas where UX improvements could drive clarity, engagement, and retention.
(02)
MY ROLE & SCOPE
Where I Added Value
I collaborated closely with the Flown product team to enhance UX across core touchpoints. Starting from identified challenges, I proposed UX and UI solutions to support user activation, retention, and overall platform clarity within a fast-paced product roadmap.
The work was structured around specific friction points or user behaviours the team wanted to improve. I led UX research, audits, flow mapping, and iterative design work across multiple areas of the product, delivering clear recommendations to support both first-time and returning user engagement.
While implementation was handled internally and not all design solutions were adopted as-is, my recommendations helped surface critical usability issues and provided a strategic foundation to improve activation, retention, and overall platform clarity for first-time and returning users.
Scope
Onboarding & First-Time Use
Helping new users quickly understand Flown, navigate session types, and get started with confidence.
Session Discovery & Categorisation
Clarifying session types, commitment levels, and alignment with user goals to reduce friction.
Engagement & Retention
Shaping habit-forming design patterns like streaks, badges, and customisable features to encourage regular use.
Peer-to-Peer Sessions
Enabling members to host their own focus sessions for others to join and collaborate.
Community Hub
Creating a social layer for discovering members, browsing sessions, and connecting via profiles.
My Day
Designing a centralised view of a user’s upcoming sessions, bookings, and daily planning, accessible from anywhere.
Focus Nest
Introducing a personal distraction-free zone, with streamlined access to core platform tools.
Video Client Tool
Designing lightweight UI for private coaching and deep work sessions with personalisation options.
(03)
APPROACH & CHALLENGES
Designing Through Complexity
Approach
Conducted thorough audits and targeted research to identify high-impact UX opportunities.
Balanced quick-win improvements with scalable, future-proof solutions aligned to product goals.
Maintained close collaboration with product and engineering teams to ensure feasibility and smooth implementation.
Iterated designs rapidly based on stakeholder feedback, prioritising user activation and retention outcomes.
Updated the design system and components to support consistent, scalable UI development.
Challenges
Navigating a fast-paced roadmap with evolving priorities.
Balancing quick UX wins with scalable future improvements.
Designing without disrupting active development.
Communicating value clearly across a complex feature set.
Coordinating across teams for alignment and technical feasibility.
Limited visibility on impact and performance.
Not all solutions progressed to implementation or validation.
(04)
KEY UX AREAS TACKLED
Turning Friction into Flow
Clarity at a Glance
Users often felt unsure which session format was right for them, causing hesitation and drop-off. I designed clearer discovery and categorisation patterns to set expectations upfront and make it easier to choose sessions that matched personal goals and comfort levels.
Key improvements
Added colour-coded agendas showing each stage of a session (intro, intention setting, deep work, break, etc.).
Introduced a “Flownogram”: a visual timeline that updates live to reflect session progress.
Standardised “What to Expect” details (e.g. camera off/on, mic use) to reduce technical friction.
Unified categorisation so users could quickly spot the difference between light-touch vs. structured sessions.
Impact
Reduced decision fatigue and improved session confidence by giving users a transparent, easy-to-read preview of both structure and technical requirements. This shifted discovery from a trial-and-error experience to an informed, goal-aligned choice.
Building Habits That Stick
To encourage consistent engagement, I designed habit-forming patterns that celebrated milestones, made progress visible, and introduced both individual and community-driven incentives to foster accountability.
Key improvements
Milestone badges and personal stats on profile pages to celebrate achievements.
Long-term goal setting with optional weekly habit reminders.
Streak timelines with contextual session suggestions to help users stay on track.
Rewards tied to streak milestones (e.g. 1-month streak → partner sessions, 3-month streak → Flown+ free trial).
Streak progress surfaced across multiple touchpoints in the platform to reinforce motivation.
Community challenges to encourage collective participation and accountability.
Community leaderboard showcasing top contributors, driving friendly competition and recognition.
Impact
Encouraged members to build sustainable deep-work habits by combining personal progress tracking with social accountability, shifting platform use from one-off sessions to long-term engagement patterns.
Power to the People
Users needed more ways to feel ownership and connection on the platform. I designed peer-to-peer sessions and a Community Hub experience that gave users the ability to host, discover, and join focus sessions, driving organic engagement and community-led growth.
Key improvements
Flexible "Create a Room" flow with custom or template-based setup.
Community page to surface live and upcoming user-led sessions.
Dual view modes: session-centric vs. host-centric exploration.
Social proof: user activity, achievements, and follow options.
Quick wins and long-term UX vision for community space.
Impact
Set the stage for scalable growth by shifting Flown toward a participatory platform, enabling user-led sessions, expanding community discovery, and creating inclusive engagement opportunities.
(05)
REFLECTIONS & IMPACT
The Aftermath: What We Improved
This project deepened my ability to work effectively within ambiguity, navigating evolving priorities, technical constraints, and diverse stakeholder feedback. I learned to frame recommendations with flexibility and clarity, focusing on creating value even when final implementation was beyond my control.
The role demanded independent thinking and designing with incomplete data, helping to highlight key UX challenges and surface design opportunities that influenced future product iterations. Throughout, I sharpened my skills in leading structured, user-centred UX thinking while collaborating closely with a product team managing an evolving vision.
Although direct implementation and impact metrics were limited, the work laid strong strategic foundations that position Flown for ongoing growth and enhanced user engagement.
More work
© ALL RIGHTS RESERVED
Madalina Loghin 2025
© ALL RIGHTS RESERVED
Madalina Loghin 2025
A Virtual Hub for Deep Work
FLOWN is a global virtual co-working platform tailored for remote workers, empowering users to achieve sustained deep focus through guided work sessions and productivity tools.
Operating at the intersection of wellness and productivity, Flown supports a diverse community, used by individuals from over 140 universities and hundreds of organisations.
(01)
THE PROBLEM
Friction Points Blocking Focus and Retention
Key UX touchpoints within Flown’s platform lacked the clarity needed to effectively communicate value and guide user decisions. Uncertainty around session types and participation commitment created friction, while the overall benefits of the platform (how it helps users achieve focus and productivity) were not clearly conveyed, limiting user progression to paid memberships.
Additionally, there was a notable lack of motivation for users to return regularly.
This highlighted a critical need to explore features and design strategies that encourage sustained engagement
and retention.
These gaps in user understanding posed a risk to activation, retention, and overall growth during a critical phase of product evolution.
To tackle these challenges, I collaborated closely with the Flown product team, focusing on key areas where UX improvements could drive clarity, engagement, and retention.
(02)
MY ROLE & SCOPE
Where I Added Value
I collaborated closely with the Flown product team to enhance UX across core touchpoints. Starting from identified challenges, I proposed UX and UI solutions to support user activation, retention, and overall platform clarity within a fast-paced product roadmap.
The work was structured around specific friction points or user behaviours the team wanted to improve. I led UX research, audits, flow mapping, and iterative design work across multiple areas of the product, delivering clear recommendations to support both first-time and returning user engagement.
While implementation was handled internally and not all design solutions were adopted as-is, my recommendations helped surface critical usability issues and provided a strategic foundation to improve activation, retention, and overall platform clarity for first-time and returning users.
Scope
Onboarding & First-Time Use
Helping new users quickly understand Flown, navigate session types, and get started with confidence.
Session Discovery & Categorisation
Clarifying session types, commitment levels, and alignment with user goals to reduce friction.
Engagement & Retention
Shaping habit-forming design patterns like streaks, badges, and customisable features to encourage
regular use.
Peer-to-Peer Sessions
Enabling members to host their own focus sessions for others to join and collaborate.
Community Hub
Creating a social layer for discovering members, browsing sessions, and connecting via profiles.
My Day
Designing a centralised view of a user’s upcoming sessions, bookings, and daily planning, accessible from anywhere.
Focus Nest
Introducing a personal distraction-free zone, with streamlined access to core platform tools.
Video Client Tool
Designing lightweight UI for private coaching and deep work sessions with personalisation options.
(03)
APPROACH & CHALLENGES
Conducted thorough audits and targeted research to identify high-impact UX opportunities.
Balanced quick-win improvements with scalable, future-proof solutions aligned to product goals.
Challenges
Designing Through Complexity
Approach
Maintained close collaboration with product and engineering teams to ensure feasibility and smooth implementation.
Iterated designs rapidly based on stakeholder feedback, prioritising user activation and retention outcomes.
Navigating a fast-paced roadmap with evolving priorities.
Updated the design system and components to support consistent, scalable UI development.
Balancing quick UX wins with scalable future improvements.
Designing without disrupting active development.
Communicating value clearly across a complex feature set.
Coordinating across teams for alignment and technical feasibility.
Limited visibility on impact and performance.
Not all solutions progressed to implementation or validation.
(04)
KEY UX AREAS TACKLED
Turning Friction into Flow
Clarity at a Glance
Users often felt unsure which session format was right for them, causing hesitation and drop-off. I designed clearer discovery and categorisation patterns to set expectations upfront and make it easier to choose sessions that matched personal goals and
comfort levels.
Key improvements
Added colour-coded agendas showing each stage of a session (intro, intention setting, deep work, break, etc.).
Introduced a “Flownogram”: a visual timeline that updates live to reflect session progress.
Standardised “What to Expect” details (e.g. camera off/on, mic use) to reduce technical friction.
Unified categorisation so users could quickly spot the difference between light-touch vs. structured sessions.
Impact
Reduced decision fatigue and improved session confidence by giving users a transparent, easy-to-read preview of both structure and technical requirements. This shifted discovery from a trial-and-error experience to an informed, goal-aligned choice.
Building Habits That Stick
To encourage consistent engagement, I designed habit-forming patterns that celebrated milestones, made progress visible, and introduced both individual and community-driven incentives to foster accountability.
Key improvements
Milestone badges and personal stats on profile pages to celebrate achievements.
Long-term goal setting with optional weekly habit reminders.
Streak timelines with contextual session suggestions to help users stay on track.
Rewards tied to streak milestones (e.g. 1-month streak → partner sessions, 3-month streak → Flown+ free trial).
Streak progress surfaced across multiple touchpoints in the platform to reinforce motivation.
Community challenges to encourage collective participation and accountability.
Community leaderboard showcasing top contributors, driving friendly competition and recognition.
Impact
Encouraged members to build sustainable deep-work habits by combining personal progress tracking with social accountability, shifting platform use from one-off sessions to long-term engagement patterns.
Power to the People
Users needed more ways to feel ownership and connection on the platform. I designed peer-to-peer sessions and a Community Hub experience that gave users the ability to host, discover, and join focus sessions, driving organic engagement and community-led growth.
Key improvements
Flexible "Create a Room" flow with custom or template-based setup.
Community page to surface live and upcoming user-led sessions.
Dual view modes: session-centric vs. host-centric exploration.
Social proof: user activity, achievements, and follow options.
Quick wins and long-term UX vision for community space.
Impact
Set the stage for scalable growth by shifting Flown toward a participatory platform, enabling user-led sessions, expanding community discovery, and creating inclusive engagement opportunities.
Turning Friction into Flow
Clarity at a Glance
Users often felt unsure which session format was right for them, causing hesitation and drop-off. I designed clearer discovery and categorisation patterns to set expectations upfront and make it easier to choose sessions that matched personal goals and comfort levels.
Key improvements
Added colour-coded agendas showing each stage of a session (intro, intention setting, deep work, break, etc.).
Introduced a “Flownogram”: a visual timeline that updates live to reflect session progress.
Standardised “What to Expect” details (e.g. camera off/on, mic use) to reduce technical friction.
Unified categorisation so users could quickly spot the difference between light-touch vs. structured sessions.
Impact
Reduced decision fatigue and improved session confidence by giving users a transparent, easy-to-read preview of both structure and technical requirements. This shifted discovery from a trial-and-error experience to an informed, goal-aligned choice.
(05)
REFLECTIONS & IMPACT
The Aftermath: What We Improved
This project deepened my ability to work effectively within ambiguity, navigating evolving priorities, technical constraints, and diverse stakeholder feedback. I learned to frame recommendations with flexibility and clarity, focusing on creating value even when final implementation was beyond my control.
The role demanded independent thinking and designing with incomplete data, helping to highlight key UX challenges and surface design opportunities that influenced future product iterations. Throughout, I sharpened my skills in leading structured, user-centred UX thinking while collaborating closely with a product team managing an evolving vision.
Although direct implementation and impact metrics were limited, the work laid strong strategic foundations that position Flown for ongoing growth and enhanced user engagement.
(06)
FULL CASE STUDY
Want the full breakdown?
Full case study available on request.
PROJECT INFORMATION
CLIENT
FLOWN
Year
2023
Contribution
UX/UI DESIGN
PRODUCT STRATEGY
PLATFORM
desktop
TEAM - sHOREDITCH dESIGN
Madalina Loghin - UX/UI
Dylan MacKay - sENIOR UX/UI
Emma JAMES - pROJECT maNAGER
Improving UX Touchpoints to Drive Activation and Retention (Used by People from 140+ Universities)
© ALL RIGHTS RESERVED
Madalina Loghin 2025
© ALL RIGHTS RESERVED
Madalina Loghin 2025
Menu
Menu
FLOWN
FLOWN
FLOWN
FLOWN
A Virtual Hub for Deep Work
FLOWN is a global virtual
co-working platform tailored for remote workers, empowering users to achieve sustained deep focus through guided work sessions and productivity tools.
Operating at the intersection of wellness and productivity, Flown supports a diverse community, used by individuals from over 140 universities and hundreds
of organisations.
(01)
THE PROBLEM
Friction Points Blocking Focus and Retention
Key UX touchpoints within Flown’s platform lacked the clarity needed to effectively communicate value and guide user decisions. Uncertainty around session types and participation commitment created friction, while the overall benefits of the platform (how it helps users achieve focus and productivity) were not clearly conveyed, limiting user progression to paid memberships.
Additionally, there was a notable lack of motivation for users to return regularly. This highlighted a critical need to explore features and design strategies that encourage sustained engagement
and retention.
These gaps in user understanding posed a risk to activation, retention, and overall growth during a critical phase of product evolution.
To tackle these challenges, I collaborated closely with the Flown product team, focusing on key areas where UX improvements could drive clarity, engagement, and retention.
(02)
MY ROLE & SCOPE
Where I Added Value
I collaborated closely with the Flown product team to enhance UX across core touchpoints. Starting from identified challenges, I proposed UX and UI solutions to support user activation, retention, and overall platform clarity within a fast-paced product roadmap.
The work was structured around specific friction points or user behaviours the team wanted to improve. I led UX research, audits, flow mapping, and iterative design work across multiple areas of the product, delivering clear recommendations to support both first-time and returning user engagement.
While implementation was handled internally and not all design solutions were adopted as-is, my recommendations helped surface critical usability issues and provided a strategic foundation to improve activation, retention, and overall platform clarity for first-time and returning users.
Scope
Onboarding & First-Time Use
Helping new users quickly understand Flown, navigate session types, and get started with confidence.
Session Discovery & Categorisation
Clarifying session types, commitment levels, and alignment with user goals to reduce friction.
Engagement & Retention
Shaping habit-forming design patterns like streaks, badges, and customisable features to encourage regular use.
Peer-to-Peer Sessions
Enabling members to host their own focus sessions for others to join and collaborate.
Community Hub
Creating a social layer for discovering members, browsing sessions, and connecting via profiles.
My Day
Designing a centralised view of a user’s upcoming sessions, bookings, and daily planning, accessible from anywhere.
Focus Nest
Introducing a personal distraction-free zone, with streamlined access to core platform tools.
Video Client Tool
Designing lightweight UI for private coaching and deep work sessions with personalisation options.
(03)
APPROACH & CHALLENGES
Conducted thorough audits and targeted research to identify high-impact UX opportunities.
Balanced quick-win improvements with scalable, future-proof solutions aligned to product goals.
Challenges
Designing Through Complexity
Approach
Maintained close collaboration with product and engineering teams to ensure feasibility and smooth implementation.
Iterated designs rapidly based on stakeholder feedback, prioritising user activation and retention outcomes.
Navigating a fast-paced roadmap with evolving priorities.
Updated the design system and components to support consistent, scalable UI development.
Balancing quick UX wins with scalable future improvements.
Designing without disrupting active development.
Communicating value clearly across a complex feature set.
Coordinating across teams for alignment and technical feasibility.
Limited visibility on impact and performance.
Not all solutions progressed to implementation or validation.
(04)
KEY UX AREAS TACKLED
Turning Friction into Flow
Clarity at a Glance
Users often felt unsure which session format was right for them, causing hesitation and drop-off. I designed clearer discovery and categorisation patterns to set expectations upfront and make it easier to choose sessions that matched personal goals and comfort levels.
Key improvements
Added colour-coded agendas showing each stage of a session (intro, intention setting, deep work, break, etc.).
Introduced a “Flownogram”: a visual timeline that updates live to reflect session progress.
Standardised “What to Expect” details (e.g. camera off/on, mic use) to reduce technical friction.
Unified categorisation so users could quickly spot the difference between light-touch vs. structured sessions.
Impact
Reduced decision fatigue and improved session confidence by giving users a transparent, easy-to-read preview of both structure and technical requirements. This shifted discovery from a trial-and-error experience to an informed, goal-aligned choice.
Building Habits That Stick
To encourage consistent engagement, I designed habit-forming patterns that celebrated milestones, made progress visible, and introduced both individual and community-driven incentives to foster accountability.
Key improvements
Milestone badges and personal stats on profile pages to celebrate achievements.
Long-term goal setting with optional weekly habit reminders.
Streak timelines with contextual session suggestions to help users stay on track.
Rewards tied to streak milestones (e.g. 1-month streak → partner sessions, 3-month streak → Flown+ free trial).
Streak progress surfaced across multiple touchpoints in the platform to reinforce motivation.
Community challenges to encourage collective participation and accountability.
Community leaderboard showcasing top contributors, driving friendly competition and recognition.
Impact
Encouraged members to build sustainable deep-work habits by combining personal progress tracking with social accountability, shifting platform use from one-off sessions to long-term
engagement patterns.
Power to the People
Users needed more ways to feel ownership and connection on the platform. I designed peer-to-peer sessions and a Community Hub experience that gave users the ability to host, discover, and join focus sessions, driving organic engagement and community-led growth.
Key improvements
Flexible "Create a Room" flow with custom or template-based setup.
Community page to surface live and upcoming user-led sessions.
Dual view modes: session-centric vs. host-centric exploration.
Social proof: user activity, achievements, and follow options.
Quick wins and long-term UX vision for community space.
Impact
Set the stage for scalable growth by shifting Flown toward a participatory platform, enabling user-led sessions, expanding community discovery, and creating inclusive engagement opportunities.
(05)
REFLECTIONS & IMPACT
The Aftermath: What We Improved
This project deepened my ability to work effectively within ambiguity, navigating evolving priorities, technical constraints, and diverse stakeholder feedback. I learned to frame recommendations with flexibility and clarity, focusing on creating value even when final implementation was beyond my control.
The role demanded independent thinking and designing with incomplete data, helping to highlight key UX challenges and surface design opportunities that influenced future product iterations. Throughout, I sharpened my skills in leading structured, user-centred UX thinking while collaborating closely with a product team managing an evolving vision.
Although direct implementation and impact metrics were limited, the work laid strong strategic foundations that position Flown for ongoing growth and enhanced user engagement.
(06)
FULL CASE STUDY
Want the full breakdown?
Full case study available on request.
PROJECT INFORMATION
Year
2023
CLIENT
FLOWN
Contribution
UX/UI DESIGN
PRODUCT STRATEGY
PLATFORM
desktop
TEAM - sHOREDITCH dESIGN
Madalina Loghin - UX/UI
Dylan MacKay - sENIOR UX/UI
Emma JAMES - pROJECT maNAGER
Improving UX Touchpoints to Drive Activation and Retention (Used by People from 140+ Universities)
BRIDEBOOK
BRIDEBOOK
© ALL RIGHTS RESERVED
Madalina Loghin 2025
© ALL RIGHTS RESERVED
Madalina Loghin 2025