You know that awkward moment when the bill comes for a group dinner? Yeah, I hate that.

Cino is the first payment method that helps couples and friends split payments with ease. I developed the foundations for creative experimentation using an insight-driven approach to customer acquisition and user engagement.

The project focused on aligning performance creative, messaging systems, and audience psychology across the app experience, website, and paid acquisition ecosystem.

Using audience insights and behavioural psychology principles, I developed:

• creative testing frameworks

• messaging architecture systems

• buyer personas and feature/benefit maps

• TOV guidelines and messaging hierarchies

• audience insight mapping

• experimentation hypotheses

• ux content design

• concepts for paid social adverts

These frameworks informed not only paid social creative strategy, but also the UX and experience design direction of the app and website, helping create greater consistency between acquisition messaging, onboarding flows, and customer experience.

Working across marketing, product, and design stakeholders, I helped introduce a more structured approach to experimentation and creative decision-making, ensuring that audience insight informed both conversion strategy and user experience design.

One of the most important KPIs for Cino was improving its install-to-purchase rate. People were downloading the app but not using their cards to make purchases. After implementing my strategies, we saw the install-to-purchase rate increase by 4% MoM and a 66% increase in ROAS.