Product Design
An analytical product overhaul leveraging root-cause discovery to resolve critical monetization gaps, restructuring information architecture and the core user experience to align with global creator economy standards.
Context
Morgis is a content-sharing platform designed for "Hosts" (creators) and "Guests" (users) within the adult entertainment niche. In 2025, the product faced a critical stagnation period where neither users nor the internal team fully understood the platform's core value proposition. The project was initiated to diagnose monetization failures and define a sustainable direction for the product's future.
Business challenge
The platform struggled with a significant conversion gap. Data showed that while user acquisition was active, the transition to paying customers was minimal:
New Guests to Packages Sold: 0.37% conversion rate.
Checkout Intent to Purchase: 1.2% conversion rate.
Technical Debt: A "shady" and inconsistent checkout process, combined with features that were no longer functional or aligned with the business goals.
Process
We conducted a deep-dive Discovery process to identify and categorize the friction points:
Cause Analysis: We utilized the Ishikawa framework to map issues across platform experience, host activity, and market positioning.
Competitive Benchmarking: We analyzed industry leaders like OnlyFans and Fansly to identify missing mental triggers and UI standards.
Information Architecture: We restructured the user flow, shifting the focus from a "chat-first" model to a "content-first" feed to increase visual appeal and purchase triggers.
Strategic Mapping: We identified a cultural mismatch in the Brazilian market and proposed a pivot to an international audience, leveraging Brazilian content for foreign currency revenue.
Results
The Discovery resulted in a complete redesign of the platform’s core experience:
New Visual Feed: Developed a high-fidelity interface focused on media preview and mental triggers (nudity/sensual content) to drive engagement.
Search and Discovery Page: Implemented a new search logic and filter system (prioritizing online hosts and related interests) to facilitate content discovery.
Unified Chat Experience: Redesigned the messaging interface to support scalable connections, removing previous technical legacy and improving the conversion path within conversations.
Host Profile & Grid Feed: Structured a new profile architecture with a media-centric grid, ensuring a clear value proposition for Guests before the purchase moment.
Optimized Onboarding: Developed a new signup flow and landing pages to reduce initial friction and clarify the platform's mission for new users.
Streamlined User Flow: Removed obsolete features and simplified the path to purchase, aligning the UI with established market standards.
Technical Audit: Identified the need for a new payment provider to fix the high failure rate during the checkout process.
Learnings and next steps
The project provided critical insights into managing product legacy and cultural barriers:
Platform Trust: We validated that UI inconsistency and "messy flows" directly impacted user trust and monetization.
Strategic Pivot: The Discovery supported the decision to place the app in standby to prioritize a full "product cleaning" and a potential relaunch targeting international markets.
Leadership Alignment: The study successfully aligned the leadership team on the product’s current state and provided a roadmap for recovery.
