Insight Timer, the world's largest free meditation library, offers a premium MemberPlus subscription with access to 1,000+ expert-led courses and premium features. Low conversion rates indicated a lack of attractive features, risking revenue and the goal of maintaining a free app. To address this, our team aimed to increase daily subscribers by 60% by enhancing MemberPlus with value aligned to users needs. We achieved this by improving existing features, enhancing navigation and card styles, and refreshing the app’s main player UI.

Ideation and concepting Research Wireframing and user flows UI design

User interviews and App Store reviews reveal that users value guided meditations, challenges, and the timer. Understanding these preferences guides us in enhancing these features with paid options. Collaborating with the product team, we brainstormed and greenlit several ideas for improvement, advancing them into the design phase.

The new premium Timer features hundreds of long-form ambient sounds and soundscapes along with 30 beautifully recorded starting Bells such as flutes, chimes, and drums. New bells and ambient sounds will be updated monhtly for premium users. This new feature and design successfully monetized around 10% of the existing free Timer users.

Research reveals courses are the key reason users subscribe to MemberPlus, despite abundant free content. The new Plus tab facilitates easier access to thousands of courses, curated content lists, exclusive content, and recommendations. We also designed new card styles to be used exclusively for premium content in the Plus tab to give a more editorial feel, making it more exciting for users to click on and explore.

To enhance the play screen, we enabled users to layer ambient sounds onto any track, like adding soothing singing bowl music to their favourite sleep track. This update prompted a redesign of the play screen, which was outdated and not optimized for core user functions. This new play screen led to a 29% increase in conversion rate. 

The launch of premium tracks gives our Plus subscribers access to thousands of sought-after guided meditations and music tracks from the top 1,000. Users will receive notifications for premium tracks from the teachers they follow and can access these tracks from the teachers page or the new Plus tab.

Challenges are one of the most popular features on Insight Timer, with hundreds of thousands of participants over the last 18 months. This new features allows subscribers to select any Challenge from the Challenges Archive, and do them again (and again!) in their own time.

Navigating constraints on this project was a challenge, as we aimed to boost subscriptions without introducing new major features. This meant that I could only optimise existing designs and screens within the app. To overcome this hurdle, I improved my creative problem solving and explored unconventional solutions. This experience also honed my prioritization skills, guiding my focus towards areas with the highest potential to drive subscription growth.