Project Yellowstone
A two-week self-initiated sprint at Roadpass Digital that traced flat Plus conversion back to a UX problem (95% of sessions skipped every screen built to make the pitch), rebuilt the IA around a Travel Hub, and answered a CTO alignment challenge mid-pitch by running another team's UI patterns through Bonfire tokens live.
The Short Version
Roadpass Digital is the parent company behind five outdoor travel apps, all running on a shared design system called Bonfire.
Roadtrippers, the road trip planning app, was the only one of the five generating meaningful subscription revenue.
After seven years of feature accumulation, conversion to its Plus subscription tier had flatlined. Leadership read it as a willingness-to-pay problem.
I pulled the session data and saw something else. 95% of all sessions, returning users included, skipped every screen built to make the case for Plus. The product was making its own pitch on screens nobody visited.
I scoped a two-week sprint over the company’s holiday break and rebuilt the app’s information architecture around a Travel Hub that put subscription value behind active engagement. The hero redesign didn’t ship after a leadership restructure. The onboarding logic propagated to Roadtrippers Plus and Roadpass Pro.
