New Subscreen
Timeline
Q1 2025
Team
PM, Marketing Manager, 1 Engineer
Role
Product Designer
The problem
The previous subscription screen had a low conversion rate for the annual subscription. Users were presented with both yearly and weekly plans, but the design did not clearly highlight the benefits of the annual subscription, leading to lower sign-ups for it. We wanted to increase the conversion rate for the annual subscription by simplifying the decision-making process and making the options clearer.
We observed that in the past, the older subscription screen, which displayed both subscription options without a toggle, resulted in a higher number of yearly subscription purchases. Based on this insight, we believed that redesigning the screen with a more transparent and user-friendly layout would encourage more users to choose the annual plan.
Design Process
As part of the redesigned subscription screen, I followed a structured process to increase the conversion rate for annual subscriptions (dpCVR annual) by 10-15%. Here are the key stages:
Investigate
We discovered that in previous versions of the subscription screen, the conversion rate to direct subscriptions (dpCVR annual) was lower than the current version. Our goal was to increase this metric by 10-15%, as we saw potential in improving the clarity of the subscription options and driving more users toward the annual subscription.
Design & Collect Feedback
Given the limited time for concept development and the urgency to launch the update quickly, I created two potential designs for the subscription screen. Both variations aimed at addressing the issue of unclear subscription options and encouraging users to choose the annual plan. I gathered feedback from the team and stakeholders, which helped us identify which option had the most potential to solve the problem.
Implement & Measure
After iterating on both designs, we selected the most promising version and launched an A/B test. The test ran from March 18, 2025, to March 27, 2025. Once we collected statistically significant data, it became clear that the version from the test segment outperformed the original screen, leading to a noticeable improvement in conversions.
Investigate
Key Task for the New Screen: Our primary task for the redesigned screen was to increase the dpCVR annual (direct subscription conversion rate) by making the yearly subscription more prominent and easier for users to select. However, it was crucial that in doing so, we did not negatively impact pCVR (purchase conversion rate) or tCVR (trial conversion rate).
Our goal was to increase the conversion rate by 10-15% by making the options more transparent and easier to understand, improving user clarity and engagement.
Hypothesis:
Lack of Visibility for Annual Subscription: The annual subscription was not clearly visible in the initial design, as the focus was placed primarily on the weekly subscription. This could have caused users to overlook the yearly option, especially if it was hidden or not emphasized enough. Users likely did not scroll or explore the options beyond the default view, which contributed to lower conversion rates for the annual plan.
Confusing Purpose of the Screen: The primary focus of this screen appears to be on the free trial and immediate action, with the subscription options (weekly and yearly) being secondary. Users might have been drawn to the trial button instead of evaluating the subscription options fully, which led to a decreased emphasis on the value of the yearly subscription.
Design & Collect Feedback
Given the tight timeline for the concept development and the urgency to launch the update quickly, I created two potential designs for the subscription screen. Both variations aimed to address the issue of unclear subscription options and encourage users to select the annual plan. I wanted to ensure that the redesign would provide clear value to the users while maintaining the effectiveness of the existing weekly plan.
After preparing the designs, I facilitated a feedback session with the product growth manager, marketing team, and key stakeholders to evaluate the options. We discussed the goals of the redesign and how each version addressed the primary pain points identified earlier. During the session, we brainstormed how to best highlight the annual subscription and simplify the user decision-making process.
As a result, we made several key decisions to enhance the subscription experience:
Highlight the annual subscription more clearly, using visual emphasis to make it stand out and guiding users toward this option without overwhelming them.
Clarify the value proposition of the annual plan by emphasizing the long-term benefits and savings in a simple, direct way.
Maintain the focus on the free trial, but in a more subtle way, so it wouldn't distract users from evaluating the subscription options.
Based on the feedback from the team, I iterated on the designs, ensuring that the final version was both clear and user-friendly. The next step was to prepare the screen for testing and implement the best version based on collective insights.
Implement & Measure
After iterating on both design options, we selected the most promising version and conducted a design review with the team. This ensured the design aligned with our goals.
Key Updates:
Highlighted the annual subscription: We emphasized the value of the annual plan to make it more appealing and easy for users to understand.
Kept the free trial visible: The free trial was still present but subtly integrated, ensuring it didn’t distract from the subscription options.
We launched an A/B test from March 18,2025 to March 27, 2025. The test results showed that the new design significantly improved the conversion rate for the annual subscription, validating the changes made.
Impact
tCVR from 6.78 to 7.87%
(+16.1%)t2pCVR from 22.3 to 26.1%
(+16.9%)dpCVR annual from 0.04 to 0.27%
(+509%)First_purchase_cvr from 1.87 to 2.33
(+24.9%)
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