Work

The full scope of this project is protected by a non-disclosure agreement. However, I'm happy to discuss the methodology and strategic impact in a more private setting. Let's talk product

Increasing Ring Subscription Conversion by ██████ through Frictionless Checkout

Owned the end-to-end redesign of the Ring Protect checkout flow across mobile and web, addressing critical drop-off points in a fragmented ecosystem.

FPO — Ring Protect checkout — final production screens

Unlocking Revenue in a Fragmented Ecosystem

The existing flow was inherited and inconsistent. Users faced decision fatigue due to confusing plan comparisons and redundant steps, leading to a significant drop-off at the final payment stage.

FPO — Drop-off funnel chart / original flow audit

Hypothesis: Simplification Over Features

Instead of adding new features, we bet on radical simplification. Our hypothesis was that reducing cognitive load and clarifying value propositions would directly impact conversion more than any functional addition.

FPO — Strategy diagram / initial sketches

Scaling the Solution Across Device Categories

We didn't just design a new screen; we built a modular checkout framework within our design system. This allowed us to deploy the simplified flow across iOS, Android, and Web simultaneously while maintaining consistency.

FPO — Figma component library / cross-platform specs

Moving the Needle: Conversion Lift and Lessons Learned

Post-launch metrics confirmed our hypothesis. We saw a significant increase in conversion and a 15% reduction in customer support tickets related to billing confusion. This success informed our next iteration: personalized plan recommendations.

FPO — Results dashboard / post-launch metrics