problem
The existing subscription model (access to video content) stopped scaling
  • conversion optimization no longer drove meaningful growth
  • traffic couldn’t be scaled further
  • perceived product value was declining
Reframing a declining EdTech subscription
into a growth ecosystem
+34% revenue / +50% ARPPU
research & insights
context & constraints
User acquisition and retention became significantly harder
  • the edtech boom slowed down
  • AI and personal brands increased competition
  • company budgets decreased
  • SaaS-based platform (limited customization)
  • limited development and marketing resources
  • one team working across multiple products
As a product designer, I worked beyond interface design — focusing on product value and experience structure.
  • contributed to product hypothesis through UX and behavioral analysis
  • identified gaps in the user journey (CJM)
  • redesigned product structure from features → value
  • translated product strategy into clear user experience
core challenge
increase revenue without increasing traffic
Content alone is not a strong enough value
  • users are not willing to pay continuously for a video library
  • the market is saturated with free/low-cost alternatives
User behavior is fragmented
  • content → one platform
  • networking → another
  • mentorship → elsewhere
Users are solving broader growth needs
  • learning
  • networking
  • support
Ecosystem Architecture
Goal: unify fragmented user journeys into a single experience
We combined multiple value layers into one subscription:
  • video platform
  • community (chat)
  • mentor board
User Flow Design
Focus: connected experience, not isolated features
I designed core flows connecting key scenarios:
  • discovering content → joining discussion
  • asking questions → engaging with community
  • finding experts → booking mentorship
MVP: speed over perfection
Design challenge: build a functional experience using existing tools under constraints
Instead of full-scale development:
  • mentor board → built via landing page on Tilda + booking flow
  • community → leveraged existing chat
  • entry points → structured through the user dashboard
UX Packaging of Value
Key task: make the new subscription value visible and understandable
Solutions:
  • visualizing subscription structure in the dashboard
  • creating clear entry points into each feature
  • explaining "what's included" in the subscription
  • simplifying activation flow
all-in-one growth environment
The real demand is not content, but a complete growth solution
results in metrics
Business impact
+34% revenue from new + reactivated users
+50% ARPPU (6 months)
Quality metrics
  • no negative impact on conversion to first payment
  • refund rates remained stable
Results
→ Identified limits of content-only value
→ Reframed product into a unified ecosystem (content + community + mentors)
→ Designed MVP using existing tools
→ Built connected user flows across fragmented experiences
problem diagnosis
next step
Despite revenue growth → retention started to decrease over time → triggered a new discovery cycle
Three key issues
  1. Users did not reach full product value
  2. Users forgot about the product over time
  3. New price not fully justified long-term
Design a solution to improve:
  • Activation
  • Engagement
  • Retention
What Came Next
Emerging Problem: Retention Decline
How we improved activation & retention through a Telegram Mini App
read more →
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