Trials & Upsells
Wistia — Multi-year project
Project
Trial and gated states were inconsistent across flows, creating confusion for users and overhead for teams. I unified these into a mini design system that scales across onboarding, upgrades, and gated feature states.
Results
+50% monthly in‑app trial starts after V2
2× conversion from “More media” modal in V3 tests
+43% start trial rate
Reduced friction across top purchase pathways
Team
1 PM, 4 engineers, and me as product designer
My role
Audit, component design, visual/interaction standards, usability testing, and rollout support
Timeline
Began Q1 2022 with ongoing optimization through 2024
The Problem
Trial and gated states looked and behaved differently across the product. Inconsistency created confusion for users and extra design/engineering effort for teams.
Approach
Audited existing gated patterns, then defined standardized overlays, banners, and modals with consistent visuals, typography, and interaction rules. Balanced polish with speed by consolidating patterns rather than full rewrites, enabling broad rollout without blocking teams.
Key Results
Testing & Iteration
Ran usability testing on trial expiration flows to refine messaging and clarity. Systemized the most effective patterns to reduce cognitive load and make upgrade decisions simpler.
Reflection
Next, I’d add more personalization and connect this mini system into the broader design system to streamline maintenance and experimentation around pricing and packaging.
