Myfitnesspal
Driving measurable growth across shifting business priorities and strategic initiatives while strengthening and evolving the Premium brand identity.
24%
7%
$5M
Our goal was to reimagine the Premium subscription experience through a focused blend of brand, UX, and growth strategy — improving value communication, simplifying subscription decisions, and driving significant increases in conversion and annual plan adoption across iOS and Android.
My Role
Led the redesign of our Premium brand and subscription paywall experience across strategy, UX/UI, illustration, motion, and design systems, partnering closely with our cross-funtional team from concept through launch.
The Challenge
Beyond the Hub
Designed in 2024 as part of a broader tiering initiative, the existing 'Premium Hub' improved conversion and established the foundation of our premium design system. However… its dense, feature-heavy experience made it difficult for users to quickly understand the core value of Premium.
What wasn't working:
Users were asked to process feature education and pricing simultaneously
Core Premium benefits were buried within dense content
The experience felt functional, but not aspirational
Conversion opportunities were being lost due to overwhelm and friction
The Journey
Focused Excitment
Our team focused on progressive disclosure and reducing cognitive load throughout the conversion journey. Guided by years of user research, we hypothesized that separating value education from pricing decisions would create a clearer, more effective subscription experience — drawing inspiration from focused multi-step upsell patterns used by industry leaders.
Simplifying information architecture
Prioritizing clarity over feature density
Focusing on digestible decision points
Elevating emotion through movement and visual storytelling
The Solution
Multi Screen Upsell
A major breakthrough was restructuring the experience into a two-step “Primer + Spoke” model. However, we initially tested a 4 screen model that included 3 primers before the user actually got to the payment screen (aka spoke). This was our first iteration, and altho we knew we had executed our plan, the results were shockingly bad.. a -9% decrease in trails starts vs control.
Primer
The first screen focused entirely on communicating the value of Premium in a concise, emotionally engaging way. This allowed users to understand the offering before encountering pricing.
Poppin off:
The "rocket strawberry" scene creates visual delight with illustration & motion
Simplified list of core logging features
Headline sets the tone for the overall message
CTA reinforces the free trial
Spoke
Poppin off:
Clear trial focused headline
Both plans are framed in equivalent monthly value terms
Savings on the annual plan became immediately understandable
Yearly plan is pre-selected creating a clear visual hierarchy
Reflection
This project was a strong example of strategy, research, and craft working together at scale.
It demonstrated the impact that thoughtful UX structure, brand expression, and emotional design can have on business outcomes — especially within monetization experiences that are often treated as purely functional.
It was also personally rewarding to help lead a project where design quality directly influenced measurable revenue growth. The combination of systems thinking, visual storytelling, motion, and behavioral psychology ultimately created an experience that felt both effective and distinctly premium.