Growing subscribers with human context

Early subscription growth efforts didn't always perform well, lacking connection to human problems & context

I shifted the team's approach to focus on real athlete challenges, helping drive $6.3MM in additional annual subscription revenue

Role & Scope

Senior Product Designer

Growth Design

Data Analysis

Hypothesis Driven Design

Marcomm Design

Mobile App

Multi-variant Experiments

Research

Web App

Ideation Workshop

Duration

1 year · 2021-22

Team

[I]

Outcomes & Design Samples

We fixed the experiment backlog to solve real problems, grew subscriptions, and didn’t wreck the product doing it.

As the first designer on a newly established subscription growth team, I helped shift our approach by reverse engineering backlog ideas into human problems, collaborating with research to run ideation sessions along the athlete journey. Alongside building smarter growth experiments, I also made sure our work respected the overall product, working within an existing design system and partnering with designers to form new patterns. My contributions helped drive ~$6.3M in annual subscription growth revenue.