Defining and launching a companion iOS app that extended LZ Books value beyond the web and drove ongoing engagement.
Mobile strategy • Companion app • Platform extension • Engagement & retention • iOS foundations
2023
LegalZoom
Project context
Customer problem
Small business owners used the LegalZoom iOS app only to track formation status and received little ongoing value. There was no way to manage finances, get paid, or stay engaged with their business from mobile.
Objective
Expand LZ Books into mobile by delivering durable, cross-platform value that increased engagement and retention without undermining the core web-based business model.
My role
Principal product designer leading mobile product strategy, experience definition, and sequencing, while coaching execution and aligning product, engineering, and executive partners on the role of iOS within the broader LZ Books ecosystem.
Key decisions made
Companion over standalone
Defined the iOS app as a companion experience to web rather than a standalone product, aligning mobile value to engagement and retention while avoiding in-app monetization constraints.
Outcome
Created clarity on the app’s role in the ecosystem and enabled faster delivery without compromising revenue strategy.
Speed through foundations
Defined the mobile architecture, sequencing, and core design foundations upfront, then coached execution to ensure quality and consistency using native iOS patterns.
Outcome
Enabled a rapid app overhaul while establishing durable foundations for future mobile expansion.
