Trials & Upsells
Wistia — 2022 to present
Project
Across multiple years and iterations, I led the design strategy and execution for Wistia's gated states and trial experience. These efforts were central to driving product-led growth by optimizing when and how users encountered upgrade or trial prompts within the app. Our goal was to reduce friction, clarify value, and increase both trial starts and purchases across plans.
Results
- 50% increase in monthly in-app trial starts after V2 changes
- 2x conversion from "more media" modal in V3 tests
- Reduced cognitive load and friction across top-purchase pathways
- +43% start trial rate
Team
1 product manager, 4 engineers, 1 product designer (me!)
My role
Defined visual language for pricing and upgrading, created gated states for new features
Timeline
Began Q1 2022
Ongoing optimization through 2024
System of Gated States & Trial Prompts
I developed a comprehensive visual language for pricing and upgrading that could be applied consistently across the platform. This included:
- Feature discovery states that previewed premium functionality
- Contextual upgrade prompts that appeared at relevant moments in the user journey
- A simplified trial start process that reduced friction
- Clear visual indicators of plan limitations with upgrade paths
The design system was built around key principles of transparency, value demonstration, and non-disruptive messaging. We implemented a progressive approach where users could see and understand premium features before deciding to upgrade.
