New Premium Hub for Paid Users

 

Problem:
Only 49% of paid members have ever used Premium content or features, which limits their, which limits their ability to work faster with less steps. At the 90 day mark, 53% of users who used anything premium are still active, vs. 34% of users who have only used Free content & features. This tells us at that the more paid users engage with premium features, the longer they retain on the platform.

 

Hypothesis/Goal:
By more clearly showing users what our Premium plan includes, outside of our paywalls, we can improve Premium value discovery, and drive higher trial-to-paid CVR.

 
Current Premium Hub UI issues from user testing:

– Same layout as paywalls, which feels more like an upgrade
– Value props have aren’t actionable that take you to premium features
– Illustration doesn’t communicate premium membership
– Overall, doesn’t meet the expectations of a premium hub
 
Control

 
 
Concepts:

 
Final designs:

 
 
Impact: 🔥

 
 

 

 

 

 

 

V.2 Premium Hub: