Making Premium the obvious choice

Over the years, players chose the Plus subscription over Premium, mainly due to unclear value differentiation. As part of the Subscriptions team, we focused on understanding why users made this decision. This redesign aimed to better communicate the value of Premium and position it as the more compelling choice.

Our approach combined qualitative and quantitative insights to guide the redesign. We analyzed user behavior through screen recordings, conducted usability testing on previous subscription pages, and gathered additional context from desk research. These findings informed decisions on how to better communicate Premium value and improve the overall upgrade experience.

Research revealed that missions and rewards were the strongest value drivers, while the comparison table served as the primary source for learning about the subscription plans. High-quality visuals also influenced perception, positioning Premium as the more appealing option.

We revamped the subscriptions page with a clear focus on communicating the benefits of the Premium subscription, informed by what users actively looked for and how they behaved on the page. The redesign improved information hierarchy, overall UX clarity, and visual quality across the experience to better support decision-making.user needs.

We revamped the subscriptions page with a clear focus on communicating the benefits of the Premium subscription, informed by what users actively looked for and how they behaved on the page. The redesign improved information hierarchy, overall UX clarity, and visual quality across the experience to better support decision-making.

We enhanced visuals for the gaming audience, using 3D illustrations to highlight Premium as a high-quality subscription.

3D design by Jack Smart & Will de Val

The comparison table is the key resource for users to explore subscription benefits. To support this behavior, we improved its legibility and clarity, making it easier for users to quickly understand the benefits of each plan and make informed decisions.

We grouped related benefits into core proposition buckets, organizing multiple features under clear categories. This structure made it easier for users to understand the value of each area and helped them learn more effectively about the Premium subscription.