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 designed to help remote workers sustain deep focus through guided work sessions.
Sitting at the intersection of productivity and wellbeing, Flown serves individuals and teams across 140+ universities and hundreds of organisations worldwide.
(01)
THE PROBLEM
Friction Points Blocking Focus
and Retention
Key UX touchpoints lacked clarity. Users struggled to understand session types, commitment levels, and how the platform actually helped them achieve focus. The value wasn’t explicit, which created hesitation and limited progression to paid membership.
Motivation to return was also low. There were few structural cues encouraging habit formation or sustained engagement.
These gaps directly impacted activation, retention, and growth at a critical stage of product evolution.
I collaborated closely with the product team, engineers and owned UX direction across onboarding, session clarity, habit formation, and community experience, shaping recommendations that informed multiple roadmap initiatives.
(02)
MY ROLE & SCOPE
Where I Added Value
I collaborated closely with Flown’s PM and engineers to improve clarity, activation, and retention across core journeys. Starting from key friction points, I led UX research, audits, and flow mapping, translating behavioural insights into clear product direction.
While implementation was handled internally, my work shaped roadmap decisions across onboarding, session clarity, habit formation, and community experience, helping establish a stronger foundation for both first-time and returning users.
Scope
Onboarding & First-Time Use
Reduced early confusion by clarifying session types and guiding users into their first focused session with confidence.
Session Discovery & Categorisation
Clarified session types and commitment levels to reduce decision fatigue and align sessions with user goals.
Engagement & Retention
Introduced habit-forming patterns such as streaks, progress indicators, and lightweight rewards to encourage regular use.
Peer-to-Peer Sessions
Enabled members to host and join focus sessions, strengthening accountability and community participation.
Community Hub
Designed a social layer for discovering members, browsing sessions, and building connection through profiles.
My Day
Created a centralised planning view for upcoming sessions, bookings, and daily structure.
Focus Nest
Designed a distraction-free workspace with streamlined access to core tools.
Video Client Tool
Delivered lightweight UI for private coaching and personalised deep-work sessions.
(03)
APPROACH & CHALLENGES
Designing Through Complexity
Approach
Audited core journeys to identify where cognitive load and ambiguity were blocking progression.
Prioritised solutions that balanced immediate friction reduction with scalable, longer-term improvements.
Worked closely with product and engineering to align UX direction with delivery constraints.
Iterated quickly, validating decisions through stakeholder feedback and behavioural insight.
Updated the design system and components to support scalable UI development.
Challenges
Evolving roadmap and shifting priorities.
Designing improvements without disrupting live development.
Aligning clarity improvements across an increasingly complex feature set.
Limited visibility on impact and performance.
(04)
KEY UX AREAS TACKLED
Turning Friction into Flow
Clarity at a Glance
Users were unsure which session format suited their needs, leading to hesitation and drop-off. I redesigned session discovery and categorisation to set expectations upfront and make goal-aligned choices easier.
Key improvements
Introduced colour-coded agendas outlining each stage of a session (intro, intention setting, deep work, break).
Evolved the “Flownogram” into a functional timeline that updated live with session progress.
Standardised “What to Expect” details (camera, mic, participation level) to reduce technical uncertainty.
Unified categorisation to clearly differentiate light-touch and structured sessions.
Impact
Reduced decision fatigue and increased booking confidence by providing transparent previews of structure, commitment, and technical requirements. Discovery shifted from trial-and-error to informed selection.
Building Habits That Stick
To drive consistent engagement, I introduced habit-forming patterns that made progress visible, celebrated milestones, and blended individual tracking with community accountability.
Key improvements
Introduced milestone badges and personal stats to celebrate progress.
Designed streak timelines with contextual session suggestions to reinforce routine.
Implemented optional long-term goals with weekly reminders.
Tied rewards to streak milestones (e.g. partner sessions, Flown+ trial).
Surfaced streak progress across key touchpoints to maintain momentum.
Launched community challenges and leaderboards to strengthen collective accountability.
Impact
Shifted behaviour from one-off sessions to sustained deep-work habits by combining visible progress, lightweight rewards, and social reinforcement.
Power to the People
To strengthen ownership and connection, I designed peer-to-peer session creation and a Community Hub that enabled members to host, discover, and join focus sessions, shifting Flown toward a more participatory model.
Key improvements
Designed a flexible “Create a Room” flow with custom and template-based setup.
Designed a Community Hub surfacing live and upcoming user-led sessions.
Introduced dual discovery modes: session-centric and host-centric exploration.
Integrated social proof signals such as activity, achievements, and follow functionality.
Defined short-term improvements alongside a scalable community framework.
Impact
Positioned Flown as a user-driven platform by enabling member-led sessions, strengthening organic engagement, and expanding community discovery.
(05)
REFLECTIONS & IMPACT
From Challenges to Opportunities
This project strengthened my ability to design within ambiguity, navigate shifting priorities, and translate incomplete information into clear UX direction. I learned to frame recommendations with clarity and flexibility, balancing user needs with technical and product constraints.
Working closely with product and engineering, I sharpened my ability to surface UX opportunities that informed future roadmap decisions.
While direct implementation and measurable impact were limited, the work established stronger foundations for clarity, engagement, and long-term product growth.
(06)
FULL CASE STUDY
Want the full breakdown?
Full case study available on request.
© ALL RIGHTS RESERVED
Madalina Loghin 2025
A Virtual Hub for Deep Work
Flown is a global virtual co-working platform designed to help remote workers sustain deep focus through guided work sessions.
Sitting at the intersection of productivity and wellbeing, Flown serves individuals and teams across 140+ universities and hundreds of organisations worldwide.
(01)
THE PROBLEM
Friction Points Blocking Focus and Retention
Key UX touchpoints lacked clarity. Users struggled to understand session types, commitment levels, and how the platform actually helped them achieve focus. The value wasn’t explicit, which created hesitation and limited progression to paid membership.
Motivation to return was also low. There were few structural cues encouraging habit formation or sustained engagement.
These gaps directly impacted activation, retention, and growth at a critical stage of product evolution.
I collaborated closely with the product team, engineers and owned UX direction across onboarding, session clarity, habit formation, and community experience, shaping recommendations that informed multiple roadmap initiatives.
(02)
MY ROLE & SCOPE
Where I Added Value
I collaborated closely with Flown’s PM and engineers to improve clarity, activation, and retention across core journeys. Starting from key friction points, I led UX research, audits, and flow mapping, translating behavioural insights into clear product direction.
While implementation was handled internally, my work shaped roadmap decisions across onboarding, session clarity, habit formation, and community experience, helping establish a stronger foundation for both first-time and returning users.
Scope
Onboarding & First-Time Use
Reduced early confusion by clarifying session types and guiding users into their first focused session with confidence.
Session Discovery & Categorisation
Clarified session types and commitment levels to reduce decision fatigue and align sessions with user goals.
Engagement & Retention
Introduced habit-forming patterns such as streaks, progress indicators, and lightweight rewards to encourage regular use.
Peer-to-Peer Sessions
Enabled members to host and join focus sessions, strengthening accountability and community participation.
Community Hub
Designed a social layer for discovering members, browsing sessions, and building connection through profiles.
My Day
Created a centralised planning view for upcoming sessions, bookings, and daily structure.
Focus Nest
Designed a distraction-free workspace with streamlined access to core tools.
Video Client Tool
Delivered lightweight UI for private coaching and personalised deep-work sessions.
(03)
APPROACH & CHALLENGES
Audited core journeys to identify where cognitive load and ambiguity were blocking progression.
Prioritised solutions that balanced immediate friction reduction with scalable, longer-term improvements.
Challenges
Designing Through Complexity
Approach
Worked closely with product and engineering to align UX direction with delivery constraints.
Iterated quickly, validating decisions through stakeholder feedback and behavioural insight.
Evolving roadmap and shifting priorities.
Updated the design system and components to support scalable UI development.
Designing improvements without disrupting live development.
Aligning clarity improvements across an increasingly complex feature set.
Limited visibility on impact and performance.
(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 drive consistent engagement, I introduced habit-forming patterns that made progress visible, celebrated milestones, and blended individual tracking with community accountability.
Key improvements
Introduced milestone badges and personal stats to celebrate progress.
Designed streak timelines with contextual session suggestions to reinforce routine.
Implemented optional long-term goals with weekly reminders.
Tied rewards to streak milestones (e.g. partner sessions, Flown+ trial).
Surfaced streak progress across key touchpoints to maintain momentum.
Launched community challenges and leaderboards to strengthen collective accountability.
Impact
Positioned Flown as a user-driven platform by enabling member-led sessions, strengthening organic engagement, and expanding community discovery.
Power to the People
To strengthen ownership and connection, I designed peer-to-peer session creation and a Community Hub that enabled members to host, discover, and join focus sessions, shifting Flown toward a more participatory model.
Key improvements
Designed a flexible “Create a Room” flow with custom and template-based setup.
Designed a Community Hub surfacing live and upcoming user-led sessions.
Introduced dual discovery modes: session-centric and host-centric exploration.
Integrated social proof signals such as activity, achievements, and follow functionality.
Defined short-term improvements alongside a scalable community framework.
Impact
Positioned Flown as a user-driven platform by enabling member-led sessions, strengthening organic engagement, and expanding community discovery.
Turning Friction into Flow
Clarity at a Glance
Users were unsure which session format suited their needs, leading to hesitation and drop-off. I redesigned session discovery and categorisation to set expectations upfront and make goal-aligned choices easier.
Key improvements
Introduced colour-coded agendas outlining each stage of a session (intro, intention setting, deep work, break).
Evolved the “Flownogram” into a functional timeline that updated live with session progress.
Standardised “What to Expect” details (camera, mic, participation level) to reduce technical uncertainty.
Unified categorisation to clearly differentiate light-touch and structured sessions.
Impact
Reduced decision fatigue and increased booking confidence by providing transparent previews of structure, commitment, and technical requirements. Discovery shifted from trial-and-error to informed selection.
(05)
REFLECTIONS & IMPACT
From Challenges to Opportunities
This project strengthened my ability to design within ambiguity, navigate shifting priorities, and translate incomplete information into clear UX direction. I learned to frame recommendations with clarity and flexibility, balancing user needs with technical and product constraints.
Working closely with product and engineering, I sharpened my ability to surface UX opportunities that informed future roadmap decisions.
While direct implementation and measurable impact were limited, the work established stronger foundations for clarity, engagement, and long-term product growth.
(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
Menu
FLOWN
FLOWN
A Virtual Hub for Deep Work
Flown is a global virtual co-working platform designed to help remote workers sustain deep focus through guided work sessions.
Sitting at the intersection of productivity and wellbeing, Flown serves individuals and teams across 140+ universities and hundreds of organisations worldwide.
(01)
THE PROBLEM
Friction Points Blocking Focus and Retention
Key UX touchpoints lacked clarity. Users struggled to understand session types, commitment levels, and how the platform actually helped them achieve focus. The value wasn’t explicit, which created hesitation and limited progression to paid membership.
Motivation to return was also low. There were few structural cues encouraging habit formation or sustained engagement.
These gaps directly impacted activation, retention, and growth at a critical stage of product evolution.
I collaborated closely with the product team, engineers and owned UX direction across onboarding, session clarity, habit formation, and community experience, shaping recommendations that informed multiple roadmap initiatives.
(02)
MY ROLE & SCOPE
Where I Added Value
I collaborated closely with Flown’s PM and engineers to improve clarity, activation, and retention across core journeys. Starting from key friction points, I led UX research, audits, and flow mapping, translating behavioural insights into clear product direction.
While implementation was handled internally, my work shaped roadmap decisions across onboarding, session clarity, habit formation, and community experience, helping establish a stronger foundation for both first-time and returning users.
Scope
Onboarding & First-Time Use
Reduced early confusion by clarifying session types and guiding users into their first focused session with confidence.
Session Discovery & Categorisation
Clarified session types and commitment levels to reduce decision fatigue and align sessions with user goals.
Engagement & Retention
Introduced habit-forming patterns such as streaks, progress indicators, and lightweight rewards to encourage regular use.
Peer-to-Peer Sessions
Enabled members to host and join focus sessions, strengthening accountability and community participation.
Community Hub
Designed a social layer for discovering members, browsing sessions, and building connection through profiles.
My Day
Created a centralised planning view for upcoming sessions, bookings, and daily structure.
Focus Nest
Designed a distraction-free workspace with streamlined access to core tools.
Video Client Tool
Delivered lightweight UI for private coaching and personalised deep-work sessions.
(03)
APPROACH & CHALLENGES
Audited core journeys to identify where cognitive load and ambiguity were blocking progression.
Prioritised solutions that balanced immediate friction reduction with scalable, longer-term improvements.
Challenges
Designing Through Complexity
Approach
Worked closely with product and engineering to align UX direction with delivery constraints.
Iterated quickly, validating decisions through stakeholder feedback and behavioural insight.
Evolving roadmap and shifting priorities.
Updated the design system and components to support scalable UI development.
Designing improvements without disrupting live development.
Aligning clarity improvements across an increasingly complex feature set.
Limited visibility on impact and performance.
(04)
KEY UX AREAS TACKLED
Turning Friction into Flow
Clarity at a Glance
Users were unsure which session format suited their needs, leading to hesitation and drop-off. I redesigned session discovery and categorisation to set expectations upfront and make goal-aligned choices easier.
Key improvements
Introduced colour-coded agendas outlining each stage of a session (intro, intention setting, deep work, break).
Evolved the “Flownogram” into a functional timeline that updated live with session progress.
Standardised “What to Expect” details (camera, mic, participation level) to reduce technical uncertainty.
Unified categorisation to clearly differentiate light-touch and structured sessions.
Impact
Reduced decision fatigue and increased booking confidence by providing transparent previews of structure, commitment, and technical requirements. Discovery shifted from trial-and-error to informed selection.
Building Habits That Stick
To drive consistent engagement, I introduced habit-forming patterns that made progress visible, celebrated milestones, and blended individual tracking with community accountability.
Key improvements
Introduced milestone badges and personal stats to celebrate progress.
Designed streak timelines with contextual session suggestions to reinforce routine.
Implemented optional long-term goals with weekly reminders.
Tied rewards to streak milestones (e.g. partner sessions, Flown+ trial).
Surfaced streak progress across key touchpoints to maintain momentum.
Launched community challenges and leaderboards to strengthen collective accountability.
Impact
Shifted behaviour from one-off sessions to sustained deep-work habits by combining visible progress, lightweight rewards, and social reinforcement.
Power to the People
To strengthen ownership and connection, I designed peer-to-peer session creation and a Community Hub that enabled members to host, discover, and join focus sessions, shifting Flown toward a more participatory model.
Key improvements
Designed a flexible “Create a Room” flow with custom and template-based setup.
Designed a Community Hub surfacing live and upcoming user-led sessions.
Introduced dual discovery modes: session-centric and host-centric exploration.
Integrated social proof signals such as activity, achievements, and follow functionality.
Defined short-term improvements alongside a scalable community framework.
Impact
Positioned Flown as a user-driven platform by enabling member-led sessions, strengthening organic engagement, and expanding community discovery.
(05)
REFLECTIONS & IMPACT
From Challenges to Opportunities
This project strengthened my ability to design within ambiguity, navigate shifting priorities, and translate incomplete information into clear UX direction. I learned to frame recommendations with clarity and flexibility, balancing user needs with technical and product constraints.
Working closely with product and engineering, I sharpened my ability to surface UX opportunities that informed future roadmap decisions.
While direct implementation and measurable impact were limited, the work established stronger foundations for clarity, engagement, and long-term product growth.
(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