Icebreaker: Paywall Redesign
Context
Same product as the main-screen case — Icebreaker (Rizz AI), Since Kindly, Inc. This case focuses on a different part of the user journey: the screen that gates access to the paid subscription.
Business Problem
Free users weren't converting well into subscribers — a direct cap on revenue.
User Problem
People hit the paywall without a clear sense of what they'd actually get — the value of subscribing wasn't clear before the moment of paying.
Process
Studied paywall patterns across competing dating/subscription apps.
Designed an extended version with a fuller feature breakdown.
Simplified it into a leaner version — fewer decisions per screen.
Tested three variations (simple, feature-focused, extended) on live traffic.
Achievements
Tested three paywall variations — Simple, Feature-Focused, and Extended. Simple reached the widest audience and delivered the clearest result: 3.68% revenue conversion across 54K+ users.
Outcome
Shipped a redesigned paywall after testing several approaches to presenting subscription value.
