Case Study | 5 min read

Reimagining the Paywall Experience

A paywall redesign that boosted free-to-paid conversion by aligning monetization with real user behavior

Role

Team Lead, UX Researcher & Designer

Client

LePal.ai

Team

5 UX Designers, 1 PM

Timeline

1 week (within a 12-week fellowship program)

Tools

Figma, Google Forms, Notion, Slack

Just before launch, LePal — an AI-powered mental health platform for Gen Z — introduced a paywall for its premium features. The result? 80–90% of beta users dropped off.

For a generation already skeptical of monetized mental health, the paywall introduced friction at the worst possible moment.

We needed to design a paywall that builds trust, aligns with Gen Z users' expectations, and clearly communicates the value of going premium, all while supporting LePal’s subscription growth

One week. Five designers. One big moment.

As our 12-week UX fellowship ended, I led a 5-person team in a one-week sprint to solve the paywall challenge, delivering a redesigned experience backed by research and testing.

Initial impact at a glance

118% improvement in clarity

100% improvement in visual appeal

100% improvement in user confidence

89% increase in likelihood to upgrade

Investigating the barriers to premium

Day 1 I outlined our research plan to uncover the root cause of user drop-off. We began conducting surveys (30 respondents) along with interviews and usability testing with 3 of our beta users.

Research focus areas

Demographic information
App payment habits
Preferences around payment structures and incentives
Pain points in the current design
Willingness to pay and factors that affect this

Challenges

With limited incentives and time constraints, we struggled to recruit enough beta users in time. I broadened our reach and created an additional survey guide for the general public that could help us quickly gather more data on the preferences and behaviors of demographics.

Free trial

Users expect free trials before committing, as it gives them a risk-free way to explore the app's value and decide if it's worth the cost.

Persuasive value proposition

Users not only need to know what premium includes, but why these features are significantly more beneficial to them.

Transparency

Privacy/data concerns have an impact on willingness to pay for a subscription, users want these concerns addressed before committing.

Clear pricing

In order to confidently make a decision, users need clear, upfront costs and billing options presented in a simple, easy-to-understand way.

A look at where the current flow breaks down

Observing users, we found that delayed pricing, unclear plan differentiation, and visual clutter led to confusion, hesitation, and reduced trust.

Opportunities discovered

Show pricing & billing options upfront → Use clear hierarchy and visual contrast to reduce uncertainty
Simplify choices and highlight one plan → Use a gentle nudge (e.g. % discount) to reduce mental effort and increase conversions
Strengthen the value proposition → Make it crystal clear why premium matters not just what it includes
Introduce light-touch reassurance → Add FAQs or trial explanations to reduce fear of getting “locked in”
Clean up the UI → Declutter the layout, improve consistency, and polish visual design to build trust

We can’t change the price, but we can change how it feels

One of the biggest barriers for our users wasn’t usability — it was cost. But pricing decisions were outside our scope. Instead, I wanted to focus on ways to justify value, ease risk, and build trust around the upgrade decision.

01.

Add social proof

Testimonials to show real value and build credibility

02.

Extend the free trial

More time to experience progress = more motivation to convert

03.

Explain trial mechanics

No hidden charges, no surprises = more trust

Clarity

Make benefits, pricing, and next steps crystal clear right away

Trust

Build confidence by proving credibility and reassuring users at every turn

Usability

Smooth out the journey, make it effortless to go from interest to action

What if paying felt easy, not risky?

On day 4 I facilitated an ideation workshop with the team to create wireframes based upon our synthesized research findings. Focusing on the layout, structure, and incentives that can improve conversion rates.

Simplifies decision-making: Minimizing billing options and emphasizing the annual plan as the best value reduces decision fatigue and boosts long-term revenue.

Addresses hesitations: Builds brand trust and lessens fears around committing to the premium subscription.

Intuitive and consistent UI: Improves credibility, aligns with the app's visual design, and keeps the focus on what matters.

Shows why premium is worth it: Users develop a good understanding of the potential benefits to them.

I facilitated a team sketch session where we shared ideas and combined the strongest concepts into Version 1. Based on feedback, I refined the layout and content to create Version 2.

Key improvements:

Sticky CTA footer → Keeps the upgrade action visible while scrolling
Clearer pricing hierarchy → Highlights the value of the annual plan
Stronger copy → Uses motivating, user-aligned language to reinforce LePal’s unique benefits

Guiding questions

Which design is more appealing and understandable to users?
Does the new design increase likelihood and confidence to upgrade? If so, why?
Are there any usability issues or points of confusion in the redesign?

Measuring impact

Combining qualitative and quantitative data, we gathered thoughts, behaviors, and followed up with a survey asking users to rate the clarity, visual appeal, confidence in buying a subscription, and likelihood of subscribing on a five-point scale.

118% improvement in clarity of information, with the average user rating increasing from 2.2 to 4.8
100% increase in visual appeal, with the average user rating increasing from 2.4 to 4.8
100% increase in users’ confidence to upgrade to a premium subscription, rising from an average of 2 to 4
89% increase in likelihood to upgrade, rising from an average of 1.8 to 3.4

Lesson #3

Test with a broader Gen Z audience: Ensure it resonates beyond early beta users and captures a broader segment of potential subscribers.
Track conversion metrics and retention: Measure trial starts, plan selections, and subscription retention to validate the long-term business impact.
Refine value messaging for premium features: Clarify what users get, especially for features like Premium Chat, to improve understanding and perceived value.
Explore alternate pricing models: Experiment with flexible plans, student discounts, or tiered options to better match user expectations and willingness to pay.

Growing as a designer/leader through feedback

After the fellowship program ended, I sent an anonymous survey to my team to gather their feedback on what I did well and what I could improve on.

"Maybe being more assertive in following up with the tasks and motivating people to finish them"

"Managing collaborative sessions, being so organized and on top of things, great communication skills"

"You did great as a team leader, and providing the team with additional information helped greatly in designing the wireframes"

"I loved how you were assigning tasks, managing schedules, providing feedback, and ensuring effective collaboration among team members"

01.

Balance support with accountability

I learned to lead with empathy but keep momentum strong through clearer check-ins.

02.

Adaptability matters

We hit roadblocks, low research turnout, shifting goals, but stayed focused and iterative.

03.

Simplicity converts

When you're building trust, fewer words, clearer visuals, and human tone go a long way.