After successfully trialing the Premium subscription model in Australia and New Zealand, the next strategic step was to scale it globally, expanding to Europe, the US and more.
However, our offering lacked visibility, making it difficult for users needing support to discover it. Crucially, we hadn't given users a strong enough reason to justify upgrading.
Discover how I utilized a strategy of aggregated margins to convert an impressive 49% of users, and how I scaled Premium through experimentation to ultimately surpass our high-level targets 3 quarters in a row.
"Emanuel demonstrated a strong understanding of upsell patterns, and he showed an aptitude for designing experiments which both built our knowledge base and moved our numbers."
Product manager, FITBIT BY GOOGLE
Highlights
Experimented on a business-critical surface. Redesigned high-revenue features while balancing innovation with risk in a sensitive product area.
Crafted compelling value propositions. Developed UVP formulas that bridged design strategy with market positioning and business goals.
Gained leadership visibility. High-stakes project created opportunities for my team to showcase our work at the executive level.
