Keepler Community
Fractional Director of Community, April 2022 to April 2024
April 2022 - April 2024
Designing a member journey around real connection.
OverviewKeepler is an app for conscious relationship development and self growth. The community wasn't next to the product. It was the product. As Fractional Head of Community, I shaped Keepler’s member experience around what the product promised: helping people know themselves and, through that, one another.
Reframed growth around the member experience, not surface-level activity.
Built programming that supported reflection and relationship-building.
Created a clearer feedback loop between Community and Product.
+50
increase in community NPS
3.5% → 53.7%
monthly active users
100 → 2,200+
community members
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Keepler was taking shape. New features came from a mix of user feedback and the founder's own experience of what had and hadn't worked for her, so staying in close contact with the original group mattered as much as growing it. The community was where that happened, and the people in it ended up driving where the product went.
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I built the community around the original BETA group rather than a growth target, so the people who'd been there from the start stayed close as the product changed.
Alignment: Values, guidelines, and engagement strategy crafted with members, so the space reflected what they wanted rather than what we assumed
Onboarding: Expectations set before anyone participated, including that Keepler is not a dating app, which protected the mission.
Engagement and moderation: Strategies for meaningful interaction and retention, paired with moderator onboarding and training, so the space stayed safe as it grew from a hundred people to a few thousand.
Product input: UX consulting on wireframes and feature ideation, with the community as the place we found out whether an idea was wanted before committing.
Measurement: Metrics built to preserve the authenticity and vulnerability the community ran on.
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Community that drove the funnel, with app impressions up 987% and product page views up 1,380% over the same period, converting at 34%, above the industry average.
A community that grew twenty times over without losing what made it attractive, because the original BETA group stayed close enough to keep shaping it.
Members who came back, with monthly active users rising from 3.5% to 53.7% of total users in seven months and a stickiness ratio that meant people showed up two or more days a week.
A 50-point NPS gain, driven by members seeing their own input realized in the product and the space.
Feedback loops the product team could act on, so new features were validated by the community before anyone committed to building them.
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People don't go from "this isn't for me" to recommending something because it got incrementally better. They change their minds when they see their own input realized in a space they're co-creating. Members were using Keepler to work on their relationships and on themselves, which is not a casual thing to be trusted with. Relationships have been sold to us as transactional for a long time, and the people who found Keepler were looking for something else. They stayed through every iteration because that premise never changed.
