Launching a Reverse Caller ID App amidst a saturated market with over 75 similar products, including long-established brands, involves navigating significant challenges. This app type retrieves personal and business details from phone numbers, providing data like names, addresses, and line types. Success hinges on delivering a seamless user experience (UX/UI), quick data access, and maintaining low costs, while failure often results from poor performance and frequent crashes.

A key piece of market feedback is the demand for real-time social data without delays—a common frustration among existing apps that test user patience and potentially manipulate purchase decisions through psychological tactics like desperation and buyer’s remorse.

Addressing this gap, the app focused on providing instantaneous data retrieval to improve user satisfaction and reduce churn rates, particularly among Gen Z and Millennials who prioritize immediate results. This strategic enhancement aims to position our product as a leader in efficiency and user satisfaction in a competitive field.

The Original App

The original version of the app faced significant challenges in three key areas: app stability, branding, and UX/UI design. Initially, the app’s color scheme was chosen to differentiate it from the standard blue and white of competitors. However, these colors were not well-received by users, who perceived them as unprofessional and juvenile, undermining the app’s credibility.

Additionally, the app experienced a high crash rate, failing in about 70% of cases after five or more searches, which compounded navigational difficulties. This combination of unstable performance and poorly received design elements significantly impacted user experience and satisfaction.

Negative User Feedback

70% Crash Rate

With only 79 downloads, it was clear there was a major problem when I stepped in as the product lead to revitalize the app’s success.

Research and Analysis


My initial focus was to address the frequent crash reports. This was crucial to ascertain whether we could salvage the existing codebase or if a complete overhaul was necessary. To tackle this, I collaborated closely with an experienced Quality Assurance (QA) expert who conducted a thorough analysis of the crash reports across various versions of the app.

In addition to leveraging expert insights, I used Beta Testing to gather real-time user feedback. This approach allowed us to test the app under actual usage conditions, providing invaluable insights into both the technical performance and user experience. This dual strategy of expert analysis and user-centered testing was essential in forming an effective response to the app’s stability issues.


The feedback from users was initially mixed, but upon conducting more in-depth conversations with over a dozen users, a clear pattern emerged. These discussions were enlightening as they provided a deep dive into the users’ specific pain points and frustrations with the app. Consistently, users compared our app unfavorably to competitors, citing several critical issues: it was slow to respond, prone to crashing, visually outdated, and generally appeared untrustworthy.

Understanding these consistent themes was crucial as it highlighted the areas needing urgent improvement to meet user expectations and align with industry standards. This feedback was instrumental in prioritizing the development efforts to enhance the app’s performance, update its aesthetic, and ultimately rebuild user trust.



Originally developed to engage Millennials and Gen Z, the app needed a visual update to better appeal to its target audience. I chose to rejuvenate the color palette by incorporating vibrant, pop colors commonly found in popular social media platforms. To maintain a sense of continuity with the original design, I selected a distinct shade of purple. This update was designed not only to refresh the app’s overall theme but also to enhance user trust and appeal by making the interface feel more modern and lively.

I refreshed the app’s visual identity by upgrading the logo and introducing a new color theme featuring vibrant gradients, designed to capture the dynamic aesthetic of popular social media platforms. This makeover ensures the app stands out on smartphone screens, enhancing its visibility and appeal. Additionally, I updated the typography to a more modern font, improving readability and aligning the app’s design with current digital trends. These changes collectively aim to modernize the app’s appearance and boost user engagement.


In response to user feedback indicating that the original design was cumbersome, I undertook the task of creating a new feature list to enhance the app’s functionality. To improve the user experience, I optimized the wireframes, focusing on streamlining the user flow.

This involved reorganizing the layout and simplifying interactions to ensure a smoother navigation process.

These changes are aimed at making the app more intuitive and reducing user frustration by minimizing complexity and enhancing the overall usability.


The process of revamping the app took a total of four weeks, during which we meticulously developed and tested new prototypes and designs. The aim was to seamlessly integrate these improvements into the existing framework to address and eliminate previously identified glitches. This phase was crucial for enhancing the app’s stability and user experience.

Once the updates were finalized, the revised app was submitted to Google and Apple app stores. The approval process was relatively swift, taking just two days before the app was made available for download. This quick turnaround allowed us to promptly deliver the improved version to users, minimizing downtime and enhancing customer satisfaction.



Optimizing keywords on app stores operates on principles similar to SEO, making strategic content and copy essential for effectively marketing and selling a product online. Realizing that the initial content was not optimized for maximum impact, I intensified efforts with content writers and copywriting specialists. Together, we refined our approach to identify and utilize keywords that enhance search visibility on platforms like Apple and Android app stores. This focused keyword strategy was aimed at boosting our app’s discoverability and rankings.

To enhance our competitive edge further, the visual design of our advertisements played a crucial role. We developed a series of visually appealing designs that effectively communicated what users could expect from our app, tailored specifically for both mobile and tablet formats. This visual strategy was designed to engage users at first glance, providing clear and compelling imagery that outlines the app’s features and benefits. The goal was to create a seamless visual narrative that captures interest and encourages downloads, making our app stand out in a crowded marketplace.


After gathering feedback and redesigning features based on user demand, we successfully revamped the app by incorporating essential features. This collaboration led us to partner with the marketing department to organically optimize the App Store Optimization (ASO) for better visibility among competitors, resulting in a remarkable 999% increase in units and ultimately boosting monthly revenue by 400%. The results were immediate.

The app rating increased from 2.9 to 4.2, ultimately landing in the Top of searches for Reverse Number Search The app rating surged from 2.9 to 4.2, leading to the Top 10 position in searches for Reverse Number Search.