IK-Onboarding — IntellectoKids

Timeline 2022

Stack No-code builder

Role Sr. Growth Designer

Team Product Manager, Growth Manager

Problem

Our subscription screen was not performing effectively because most users chose the 7-day trial plan. The 3-month subscription was not visible or attractive enough, so users did not fully understand its value.

Insight

User behavior analysis showed that people respond better to screens where pricing and subscription options are visible immediately, without requiring scrolling. Limited-time offers, simple layouts, and clear visual hierarchy help users make decisions faster and increase interest in longer subscription plans.

Goal

Redesign the subscription screen to:

make pricing plans easier to compare
increase visibility of the 3-month plan
strengthen purchase motivation
improve overall subscription conversion without negatively affecting trial starts

Key Task

The new paywall needed to increase conversion into the 3-month plan while maintaining strong performance for trials and short-term subscriptions. The main focus was simplifying decision-making, reducing distracting elements, and reinforcing value through visual hierarchy and urgency mechanics.

Competitor Research

I analyzed paywall solutions used in educational and family-focused mobile apps. The most successful screens included:

simple plan comparison
before-and-after comparisons
emphasis on the "best offer"
urgency elements such as countdown timers and limited-time discounts
pricing and subscription options displayed immediately on the first screen

This research helped define the redesign direction.

Hypothesis 1 — Pricing Visibility Above the Fold

In the previous version, users first saw marketing content and only later reached the subscription options. This slowed down decision-making and reduced attention to the pricing plans.

Displaying subscription options immediately would simplify the decision process and reduce unnecessary friction.

Hypothesis 2 — Stronger Focus on the Main Offer

The 3-month plan existed in the old design but visually competed with other interface elements. By making it the primary visual focus — through stronger contrast, a "Best Price" badge, and more prominent visual treatment — users would perceive it as the recommended option.