New Subscreen
Timeline
Q1 2025
Team
PM, Marketing Manager, 1 Engineer
Role
Growth Designer
The problem
We had a subscription page that wasn't working well. Not many people were choosing the yearly subscription plan. When users looked at the page, they could see both the weekly and yearly plans, but our design didn't make it clear why the yearly plan was better. Because of this, most people didn't sign up for the yearly option.
We wanted to get more people to choose the yearly subscription. To do this, we needed to make the choice simpler and show the benefits more clearly.
We noticed something interesting from our older data. In the past, when we had a simpler layout that showed both options side by side, more people actually chose the yearly subscription. This gave us an idea.
We thought that if we redesign the page to be clearer and easier to use, more people would choose the yearly plan. We believed that making the layout more transparent and user-friendly would help users see why the annual subscription is a good choice for them.
Design Process
When we redesigned the subscription screen, the goal was clear: get more users to choose the annual plan and increase dpCVR annual by 10-15%. Here's how it went:
Investigate
We looked at previous versions of the screen and noticed that the annual plan didn’t perform as well. It seemed like the options weren’t clear enough, so we decided to improve that.
Design & Collect Feedback
We didn’t have much time, so I quickly created 3 versions of the new screen. All of them aimed to make the subscription choices clearer and encourage the annual plan. I shared them with the team and stakeholders. Their feedback helped us choose the version with the most potential.
Implement & Measure
After a few small updates, we picked the best design and ran an A/B test from March 18 to 27, 2025. Once the results were in, we saw that the new version performed better and led to a clear increase in annual subscriptions.
Investigate
Key Task for the New Screen
The main task for the new subscription screen was to increase the number of users choosing the annual plan (dpCVR annual). We wanted to make the yearly option more visible and easier to choose. At the same time, it was important not to hurt other important metrics like overall purchases (pCVR) or trial starts (tCVR).
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: In the old design, the yearly plan wasn’t easy to see. The weekly plan was the main focus, so many users probably didn’t even notice the annual one. If the yearly option was hidden or not highlighted, users were less likely to scroll or explore it. This likely led to fewer people choosing it.
Confusing Purpose of the Screen: The old screen seemed more focused on getting users to start a free trial right away. The subscription options felt secondary. Because of this, users may have clicked on the trial button without fully looking at the other plans. As a result, the yearly plan didn’t get enough attention, and its value wasn’t clear.
Design & Collect Feedback
Because we had limited time and needed to launch the update quickly, I created 3 design options for the new subscription screen. This versions focused on the same goal: to make the subscription choices clearer and help more users choose the annual plan. At the same time, it was important to keep the weekly plan working well and still useful for users.
After finishing the designs, I held a feedback session with the product growth manager, marketing team, and other key people. We talked about the main goals of the redesign and looked at how each version solved the problems we had found earlier. We also shared ideas on how to make the annual plan more noticeable and help users make a decision more easily. As a result, we made several key decisions to enhance the subscription experience:
Make the annual plan stand out more using visual highlights, but in a way that doesn’t feel pushy.
Show the value of the yearly plan in a simple and clear way, including the savings over time.
Keep the free trial option, but make it less distracting so users notice the subscription plans too.
After the feedback, I improved the designs and made sure the final version was easy to understand and user-friendly. The next step was to prepare it for testing and move forward with the strongest version.
Implement & Measure
After working on both design options, we chose the one that showed the most potential and did a final review with the team. This helped us make sure the design matched our goals.
Key Updates:
Highlighted the annual subscription: We clearly showed the value of the yearly plan so users could understand why it’s a better deal.
Kept the free trial visible: The free trial was still there, but shown in a softer way, so it didn’t take attention away from the subscription choices.
We launched an A/B test from March 18,2025 to March 27, 2025. The test results showed that the new design 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%)
Learnings
This case showed us that you don’t always need long design cycles or lots of testing to get good results. We had just one week to do the research, create the designs, and collect feedback — but even in that short time, we managed to make meaningful improvements.
One important lesson was that letting users choose their preferred plan directly on the same screen really helps increase engagement and makes it easier for them to decide.
We also updated the screen to use our brand’s blue color (instead of the old purple), which made the experience feel more smooth and consistent.
The A/B test ended on March 27th, and after seeing strong results, we launched the new screen for everyone. The changes clearly worked.
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