CIANNA ROBINSON

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CIANNA ROBINSON

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CIANNA ROBINSON

UX RESEARCH

PRODUCT STRATEGY

DATA ANALYSIS

USER INTERVIEWS

CHURN ANALYSIS

UX RESEARCH

PRODUCT STRATEGY

DATA ANALYSIS

USER INTERVIEWS

CHURN ANALYSIS

UX RESEARCH

PRODUCT STRATEGY

DATA ANALYSIS

USER INTERVIEWS

CHURN ANALYSIS

CASE STUDY — 2023 FREELANCE

Poolhouse:

Why usersWhy users

were leaving and how to bring them back

A mixed-methods research initiative combining backend analytics, surveys, and depth interviews to diagnose churn and drive strategic retention recommendations for a niche film industry platform.

CASE STUDY — 2023 FREELANCE

Poolhouse:

Why usersWhy users

were leaving and how to bring them back

A mixed-methods research initiative combining backend analytics, surveys, and depth interviews to diagnose churn and drive strategic retention recommendations for a niche film industry platform.

CASE STUDY — 2023 FREELANCE

Poolhouse:

Why usersWhy users

were leaving and how to bring them back

A mixed-methods research initiative combining backend analytics, surveys, and depth interviews to diagnose churn and drive strategic retention recommendations for a niche film industry platform.

COMPANY

Poolhouse

ROLE

Product Strategist (Freelance)

DURATION

4 months

TEAM

Solo + 4 stakeholders

COMPANY

Poolhouse

ROLE

Product Strategist (Freelance)

DURATION

4 months

TEAM

Solo + 4 stakeholders

COMPANY

Poolhouse

ROLE

Product Strategist (Freelance)

DURATION

4 months

TEAM

Solo + 4 stakeholders

◆ DATA ANALYTICS

Churn rate over 30 days

More than half the user base disengaging

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
%

Users with low engagement

Defined as 1–5 sessions total

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
%

Median session count

Despite a mean of 49.6 - driven by power users (max: 796)

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9

Backend data required extensive cleaning and wrangling due to missing fields and irregular exports. The stark gap between median (1) and mean (49.6) sessions revealed a bimodal engagement pattern: the majority of users ghosted, while a small segment drove outsized activity.

◆ DATA ANALYTICS

Churn rate over 30 days

More than half the user base disengaging

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
%

Users with low engagement

Defined as 1–5 sessions total

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
%

Median session count

Despite a mean of 49.6 - driven by power users (max: 796)

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9

Backend data required extensive cleaning and wrangling due to missing fields and irregular exports. The stark gap between median (1) and mean (49.6) sessions revealed a bimodal engagement pattern: the majority of users ghosted, while a small segment drove outsized activity.

◆ DATA ANALYTICS

Churn rate over 30 days

More than half the user base disengaging

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
%

Users with low engagement

Defined as 1–5 sessions total

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
%

Median session count

Despite a mean of 49.6 - driven by power users (max: 796)

0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9
0
1
2
3
4
5
6
7
8
9

Backend data required extensive cleaning and wrangling due to missing fields and irregular exports. The stark gap between median (1) and mean (49.6) sessions revealed a bimodal engagement pattern: the majority of users ghosted, while a small segment drove outsized activity.

◆ SURVEY + INTERVIEW INSIGHTS

A sentiment survey seeded recruitment, followed by 15 depth interviews across three user groups: cancelled, subscribed-but-inactive, and super users. Cross-group comparison revealed where perception diverged and where it converged into shared pain.

Content discovery

Users craved fresh, surfaced resources but had no mechanism to find them without active searching.

Profile limitations

Inability to signal availability (open to crew, mentorship, collabs) blocked the core networking value proposition.

Notification fatigue

Alerts were perceived as either overwhelming or irrelevant, causing users to tune out the platform entirely.

Forum navigation

Users valued the forum but consistently described it as hard to orient within as key conversations were buried.

◆ SURVEY + INTERVIEW INSIGHTS

A sentiment survey seeded recruitment, followed by 15 depth interviews across three user groups: cancelled, subscribed-but-inactive, and super users. Cross-group comparison revealed where perception diverged and where it converged into shared pain.

Content discovery

Users craved fresh, surfaced resources but had no mechanism to find them without active searching.

Profile limitations

Inability to signal availability (open to crew, mentorship, collabs) blocked the core networking value proposition.

Notification fatigue

Alerts were perceived as either overwhelming or irrelevant, causing users to tune out the platform entirely.

Forum navigation

Users valued the forum but consistently described it as hard to orient within as key conversations were buried.

◆ USER PERSONAS

Monica

COMMUNITY BUILDER

"So often we navigate productions alone, and it helps to have this forum to get support and advice from other producers."

Terry

JOB OPPORTUNIST

"The main questions I have are: how do I become more visible on Poolhouse? How do I get more jobs out of Poolhouse?"

◆ USER PERSONAS

Monica

COMMUNITY BUILDER

"So often we navigate productions alone, and it helps to have this forum to get support and advice from other producers."

Terry

JOB OPPORTUNIST

"The main questions I have are: how do I become more visible on Poolhouse? How do I get more jobs out of Poolhouse?"

◆ STRATEGIC RECOMMENDATIONS

01

Dynamic highlight feed

Automatically surface new resources, active threads, and trending projects, reducing the friction of active discovery.

03

Profile personalization

Add availability signals (open to crew, mentorship, collaboration) to unlock the platform's core networking promise.

05

Forum redesign

Introduce categories, pinned FAQs, and clearer onboarding so new users land with orientation rather than overwhelm.

02

Smart notifications

Give users granular control over timing and topic, building trust rather than triggering mute.

04

Community manager role

Assign a dedicated lead to host AMAs, seed conversations, and sustain momentum between organic activity spikes.

06

Tiered pricing model

Create accessible entry points for emerging creatives, reducing financial churn before behavioral churn sets in.

◆ STRATEGIC RECOMMENDATIONS

01

Dynamic highlight feed

Automatically surface new resources, active threads, and trending projects, reducing the friction of active discovery.

02

Profile personalization

Add availability signals (open to crew, mentorship, collaboration) to unlock the platform's core networking promise.

03

Forum redesign

Introduce categories, pinned FAQs, and clearer onboarding so new users land with orientation rather than overwhelm.

04

Smart notifications

Give users granular control over timing and topic, building trust rather than triggering mute.

05

Community manager role

Assign a dedicated lead to host AMAs, seed conversations, and sustain momentum between organic activity spikes.

06

Tiered pricing model

Create accessible entry points for emerging creatives, reducing financial churn before behavioral churn sets in.

◆ OUTCOMES

◎

Identified 59.6% churn rate through combined quantitative + qualitative research

≡

Delivered 6 strategic recommendations mapped to user needs and business goals

↗

Stakeholders adopted findings and launched a revised engagement-focused platform

◆ OUTCOMES

◎

Identified 59.6% churn rate through combined quantitative + qualitative research

≡

Delivered 6 strategic recommendations mapped to user needs and business goals

↗

Stakeholders adopted findings and launched a revised engagement-focused platform

"This was my first real UX engagement. When stakeholders adopted the findings and relaunched the platform around them, I had my first real proof of concept moment. Research that actually moves something is a different feeling entirely."

"This was my first real UX engagement. When stakeholders adopted the findings and relaunched the platform around them, I had my first real proof of concept moment. Research that actually moves something is a different feeling entirely."

Cianna Robinson © 2026

WORK

ABOUT

LINKEDIN

GITHUB

CONTACT ME →

Cianna Robinson © 2026

WORK

ABOUT

LINKEDIN

GITHUB

CONTACT ME →

Cianna Robinson © 2026

WORK

ABOUT

LINKEDIN

GITHUB

CONTACT ME →

Cianna Robinson © 2026

WORK

ABOUT

LINKEDIN

GITHUB

CONTACT ME →

Cianna Robinson © 2026

WORK

ABOUT

LINKEDIN

GITHUB

CONTACT ME →