Designing a workout reminder that helps people select different times on different days.
PROJECT TIMELINE
MY ROLE
MY WINS
TEAMMATES
A clear, multi-step flow that guides users from the initial upsell to a successful, secure payment via Apple's native interface.
PROBLEM & OPPORTUNITY
An App with Potential, But No Path to Purchase
Ligi Fitness, an early-stage startup, had developed a functional MVP but was completely blocked from launching on the iOS App Store. The critical missing piece was a monetization flow. Leaving the app without a path to purchase was halting all business momentum. My goal was to design a complete, trustworthy, and frictionless subscription experience that would not only secure App Store approval but also convert the users into paying customers.
OUR STRATEGY
The Solution: A Seamless path to Premium subscription
The final design provides a seamless and intuitive journey for users, building trust at every step. The experience is broken down into 2 core flows:
1. Acquiring new premium members
2. Providing them control over their subscription.
USE CASE 2: STAY ON TOP OF PLAN AND PAYMENT
Managing Premium Subscription
A transparent and familiar process for managing or canceling a subscription, which builds long-term user trust and empowers the user.
UI RESEARCH
Design for Business Viability
First, we had to design for trust. As a new app, asking for a credit card is a huge leap of faith. I made the executive decision to bypass custom payment methods and exclusively use Apple's native payment/Apple Pay and subscription UI. This was a trust-building strategy and an easier path for building that de-risked the launch and leveraged Apple’s credibility to get our first customers over the line.
Second, we had to design for business viability. The startup's financial health depended on maximizing Customer Lifetime Value (LTV). I intentionally designed the subscription screen with a clear visual hierarchy, using color and value callouts to gently guide users toward the annual plan. This directly aligned the UI design with the core business need for upfront cash flow and financial stability.
My Contribution
The design successfully passed all App Store reviews, unblocking the company's official market launch.
The feature worked from day one, allowing Ligi Fitness to convert its first paying customers and validate its business model.
This V1 flow established the core monetization engine for all future pricing experiments and feature expansion.