Two distinct plans, one subscription identity
Role
I owned product design across the paywall redesign and later subscription rebrand, from problem framing and user testing to interaction design and UI guidelines across the app. Partnered with Creative to adapt the brand direction into reusable product patterns.
Outcomes
Join rate
Change
Premium subscription
+2.03 pp
Anywhere subscription
+1.13 pp
Timeline
12 weeks
Team
Product, Product Marketing, Creative, and Engineering
Tools
Figma, UserTesting, Claude, Chatgpt
01 · Problem
A growing benefits list hid what set the plans apart.
The brief was to redesign a paywall that kept getting longer. Product Marketing’s research showed that shoppers knew Anywhere for its virtual card but often missed what else the plan offered. My audit showed where the paywall fell short: it gave every benefit similar weight and made shoppers switch plans to see the differences.
The evidence from the Product Marketing’s subscriber segmentation and conversion research:
Many users associated Anywhere with one thing: paying in 4 with a virtual card
The broader value was not registering
Lower-frequency users struggled to see enough ROI to justify a recurring subscription
The existing paywall: a long, flat benefit list
I reframed the brief around the decision shoppers had to make:
What does each plan offer, and when is Anywhere worth paying more for?
02 · Clarifying the choice
I reorganized the paywall around what makes each tier worth choosing.
Four criteria shaped the redesign: lead with unique value, keep required information secondary, design for growth, and make paid value feel tangible.
01
Unique value first
Lead with the reason to choose each plan.
02
Required ≠ dominant
Keep pricing and legal content clear without overpowering value.
03
Use progressive disclosure instead of extending a flat list.
04
Paid value feels tangible
Use hierarchy to make the tiers feel distinct and worth paying for.
First concept: highlight each plan’s value and group the signup controls together.
Each plan leads with its core value and three key benefits, with the full bundle available below. Plan selection, payment, consent, and the Join button sit together in a dedicated bottom panel.
03 · Evidence → decision
Shoppers understood Anywhere’s promise but still had to switch plans to compare.
I ran a small moderated usability study with 5 contributors. The new hierarchy helped, but users were still doing too much work to compare plans and understand individual benefits. The findings led to two changes in the next iteration.
What I observed
What I changed
4 of 5 participants switched between plans to compare them.
Put both plans in one table to show what they share and what Anywhere adds.
Shoppers understood Anywhere’s promise but had questions about individual benefits.
Added benefit details on demand to keep the paywall focused.
Before · Tested concept
Shoppers saw one plan’s benefits at a time and had to remember the other list to compare.
After · Revised concept
One table shows what both plans include and what Anywhere adds.
04 · Making the rebrand work in product
A shared crown connected the plans. Badges and tags kept the tiers clear.
My earlier proposal explored a direction for Anywhere. Creative later developed a broader subscription identity. I audited its recognition and tier distinction across product surfaces, explored alternatives, and aligned with the Creative Director on a shared crown, and defined when to use badges and tags.
Creative’s proposal · Separate symbols
The globe resembled an existing language icon. I explored alternatives with Creative before extending the identity across product.
Aligned direction · Shared crown
Badges establish identity
Tags clarify context within everyday UI
Would the new messaging and imagery preserve the value gap?
Leadership raised a concern that Premium’s “350+ stores” headline could make its coverage sound close to Anywhere’s. I tested a revised headline and a revised hero image separately against the starting design.
Control · Starting version
61%
Selected Anywhere as the better value
Variant · Revised headline and imagery
78%
Selected Anywhere as the better value
05 · Final design
The plan distinction carries from signup into everyday use.
Subscription identity also appeared in shopping, orders, checkout, rewards, account, and upsell moments. I updated those surfaces alongside the subscription screens, applying the badge and tag rules according to each context.
Compare and join in one flow
Shoppers can switch plans, compare benefits side by side, and join from the same flow. The welcome experience reflects the plan they chose.
See how to unlock access
The waitlist introduces both plans and shows shoppers how payment streaks can help them reach Platinum and unlock access.
Know where benefits apply
Across Shop, Orders, and Checkout, badges flag eligible stores, plan names clarify which subscription an offer requires, and checkout shows when a service fee is waived.
See what membership adds to rewards
Standard tags identify subscription tiers on the leaderboard and highlight extra points on eligible offers, keeping membership visible without competing with the main content.