At Save My Exams, we had strong indicative data showing that users who engaged with multiple types of learning resources in their first week were significantly more likely to return the following week. However, our existing approach to surfacing these resources was inconsistent and unstructured—what we ultimately dubbed "CTA Soup". Users encountered a cluttered and unpredictable mix of calls-to-action, making it difficult to guide them toward meaningful engagement. The challenge was to create a more intentional system for presenting learning resources in a way that maximised early engagement and retention.