Role
Product Designer
Focus
Growth · Interaction
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 premium offering lacked visibility, making it difficult for users needing support to discover it. Crucially, we hadn't defined a strong reason for users to upgrade.
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 quarter by quarter.
"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 at scale on a sensitive surface that was business critical and an important source of revenue.
Learned to craft strong UVP formulas that aligned design strategy with market positioning.
As a high-visibility project, it allowed my team and me to work with and get recognition from leadership.
