1-Click Upgrade
TL;DR
Problem: Users weren’t upgrading due to friction, unclear pricing, and decision complexity
Solution: Redesigned the upgrade flow to simplify pricing and enable faster, lower-friction upgrades
Impact: Increased upgrade conversion by 27% and raised ARPU from $67 → $83
Role: Led design for a high-impact growth experiment, from problem definition through iteration
Increasing ARPU by reducing upgrade friction
The 1-Click Upgrade project focused on increasing plan upgrades by reducing friction in the upgrade experience.
I led the design of a simplified upgrade flow that made pricing clearer, reduced decision complexity, and enabled users to upgrade quickly with minimal effort.
The goal was to directly improve conversion and increase revenue through a more intuitive upgrade path.
Context
While Teachable had strong product capabilities, upgrading plans was not a seamless experience.
Users faced friction from unclear pricing, too many choices, and a multi-step flow that slowed decision-making.
Because upgrades were directly tied to revenue, improving this flow became a high-priority growth opportunity.
Constraint
The team needed to improve conversion without a full redesign of the billing system, which meant working within existing constraints and shipping incremental improvements quickly.
Role
I led design for the upgrade experience, partnering with product and engineering to identify friction and ship improvements quickly.
- Identified key friction points in the upgrade flow
- Simplified pricing presentation and plan comparison
- Designed a more direct, lower-friction upgrade path
- Iterated based on experiment results and team feedback
Decisions
1. Reduce decision friction in pricing
Simplified plan comparison and removed unnecessary complexity to make upgrading feel easier and more obvious.
2. Move toward a faster upgrade path
Reduced steps in the flow and made it possible for users to upgrade with fewer actions.
3. Prioritize clarity over flexibility
Focused on making pricing and value clear rather than offering too many options, which previously slowed decision-making.
4. Iterate toward confidence, not just speed
Early versions reduced friction but lacked context. Later iterations introduced clearer value communication, helping users feel confident in their upgrade decision.
IMPACT
Increased conversion and revenue through a lower-friction upgrade experience
- Increased upgrade conversion by 27% vs. control
- Increased ARPU from $67 → $83
- Reduced friction in the upgrade flow, enabling faster decisions
- Established a foundation for future monetization experiments across the platform
Insight
Reducing friction alone wasn’t enough—users needed clear value communication to feel confident upgrading. The most effective solution balanced speed with clarity.