01
01
Snapchat Conversion
Snapchat Conversion
company / client
company / client
Snapchat
Snapchat
project type
project type
Product Design
Product Design
,
,
Mobile Design
Mobile Design
outcome
outcome
11 million subscribers as of Q2 2024, a 2 million subscriber increase from the previous quarter.
18% conversion rate as opposed to <10% before changes to the paywall.
11 million subscribers as of Q2 2024, a 2 million subscriber increase from the previous quarter.
18% conversion rate as opposed to <10% before changes to the paywall.
Peers
Peers
2 Product managers, 4 Engineers, User experience researcher, Data scientist, & Content designer
2 Product managers, 4 Engineers, User experience researcher, Data scientist, & Content designer
Introduction
summary (tl;dr)
Through research, we identified sub-optimal conversion rates on the Snapchat premium paywall and uncovered several contributing factors. My task was to redesign the paywall to convert more users into paid subscribers. Through a transparent design process and cross-team collaboration, we achieved significant results: 11 million subscribers as of Q2 2024, with an 18% conversion rate through the paywall (up from <10% before the redesign). Satisfying both the users' and the company's goals.
Through research, we identified sub-optimal conversion rates on the Snapchat premium paywall and uncovered several contributing factors. My task was to redesign the paywall to convert more users into paid subscribers. Through a transparent design process and cross-team collaboration, we achieved significant results: 11 million subscribers as of Q2 2024, with an 18% conversion rate through the paywall (up from <10% before the redesign). Satisfying both the users' and the company's goals.
Through research, we identified sub-optimal conversion rates on the Snapchat premium paywall and uncovered several contributing factors. My task was to redesign the paywall to convert more users into paid subscribers. Through a transparent design process and cross-team collaboration, we achieved significant results: 11 million subscribers as of Q2 2024, with an 18% conversion rate through the paywall (up from <10% before the redesign). Satisfying both the users' and the company's goals.
Overview
As Snapchat+ emerged as a premium offering, For a quarter, I focused on driving user acquisition and engagement. By crafting compelling paywall experiences and intuitive feature management, I helped users understand the value proposition and maximise their subscription benefits. Beyond core functionalities, I also explored innovative features like shared Bitmoji profiles and custom typing Bitmoji, enhancing the overall Snapchat+ experience.
As Snapchat+ emerged as a premium offering, For a quarter, I focused on driving user acquisition and engagement. By crafting compelling paywall experiences and intuitive feature management, I helped users understand the value proposition and maximise their subscription benefits. Beyond core functionalities, I also explored innovative features like shared Bitmoji profiles and custom typing Bitmoji, enhancing the overall Snapchat+ experience.
As Snapchat+ emerged as a premium offering, For a quarter, I focused on driving user acquisition and engagement. By crafting compelling paywall experiences and intuitive feature management, I helped users understand the value proposition and maximise their subscription benefits. Beyond core functionalities, I also explored innovative features like shared Bitmoji profiles and custom typing Bitmoji, enhancing the overall Snapchat+ experience.
Research
UX Research
“Users find it hard to understand the value of their subscription”
“Users don’t feel encouraged to take the leap to subscribe”
“Users find it hard to understand the value of their subscription”
“Users don’t feel encouraged to take the leap to subscribe”
data findings
“Less than 10% of users that visit the paywall subscribed, with sometimes over a million visits per day.”
“Less than 10% of users that visit the paywall subscribed, with sometimes over a million visits per day.”
product managers
“We have a short timeline to get this done, within this quarter.”
“We need a scalable solution”
“We have a short timeline to get this done, within this quarter.”
“We need a scalable solution”
Context
The Problem
How might we easily encourage more users to convert to paid subscribers through the paywall?
How might we easily encourage more users to convert to paid subscribers through the paywall?
How might we easily encourage more users to convert to paid subscribers through the paywall?
The User
Snapchat power users that are likely to enjoy and use the bulk of Snapchat+ features.
Snapchat power users that are likely to enjoy and use the bulk of Snapchat+ features.
Snapchat power users that are likely to enjoy and use the bulk of Snapchat+ features.
The Goal
Optimise the paywall based on user research on user pain points to increase Snapchat+ subscriptions from power users.
Optimise the paywall based on user research on user pain points to increase Snapchat+ subscriptions from power users.
Optimise the paywall based on user research on user pain points to increase Snapchat+ subscriptions from power users.
The Metrics
Increased Snapchat+ subscriptions
Fewer subscription complaints on feedback channels
Increased Snapchat+ subscriptions
Fewer subscription complaints on feedback channels
Increased Snapchat+ subscriptions
Fewer subscription complaints on feedback channels
Ideation
Solution
Feedback & Results
results
11 million subscribers as of Q2 2024, a 2 million subscriber increase from the previous quarter.
18% conversion rate as opposed to <10% before changes to the paywall.
11 million subscribers as of Q2 2024, a 2 million subscriber increase from the previous quarter.
18% conversion rate as opposed to <10% before changes to the paywall.
11 million subscribers as of Q2 2024, a 2 million subscriber increase from the previous quarter.
18% conversion rate as opposed to <10% before changes to the paywall.
