Aligning Grids

Englebook

Englebook

Englebook

Designed the subscription flow for an English learning app

Designed the subscription flow for an English learning app

Designed the subscription flow for an English learning app

Visit app on store

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Visit app on store

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A mockup of a Macbook on a sofa
A mockup of a Macbook on a sofa

Context

Englebook launched as a free English-speaking app. I designed the new subscription flow to help introduce premium features in a smooth, intuitive way that fit naturally into the existing user experience.

Englebook launched as a free English-speaking app. I designed the new subscription flow to help introduce premium features in a smooth, intuitive way that fit naturally into the existing user experience.

Client:

Exthgen

My Role:

UI UX Designer

Year:

2022

Service Provided:

UI Design

Problem

With Englebook gaining traction as a free English-speaking app, the team needed a way to introduce paid features without disrupting the existing user experience. The challenge was to design a subscription flow that felt seamless, encouraged upgrades, and clearly communicated the value of premium content.

Goals

To design a smooth and intuitive subscription flow that encourages upgrades without disrupting the free experience. Pricing was adjusted to suit the Nigerian economy, where most users are based.

Seamless Subscription Experience

Seamless Subscription Experience

Seamless Subscription Experience

Design a smooth and intuitive upgrade experience that fits naturally into the existing free user journey.

Design a smooth and intuitive upgrade experience that fits naturally into the existing free user journey.

Design a smooth and intuitive upgrade experience that fits naturally into the existing free user journey.

Localized Pricing Strategy

Localized Pricing Strategy

Localized Pricing Strategy

Adjust pricing to reflect the Nigerian economy, ensuring affordability and relevance for the app’s primary user base.

Adjust pricing to reflect the Nigerian economy, ensuring affordability and relevance for the app’s primary user base.

Adjust pricing to reflect the Nigerian economy, ensuring affordability and relevance for the app’s primary user base.

Primary Research

We started by analyzing user data from the Play Store Console to understand behavior and regional distribution. Competitive analysis helped benchmark subscription patterns in similar apps. To validate pricing and value perception, we conducted user surveys and market research focused on the Nigerian economy. Finally, we tested early prototypes to ensure the flow was intuitive and conversion-friendly.

Understanding Users

These personas were created based on insights from Play Store Console data and user reviews, reflecting real user behavior, needs, and motivations

Age: 24

Location: Lagos, Nigeria

Occupation: Recent Graduate

Goals: Improve English for job interviews, gain confidence in communication

Tech Behaviour: Uses budget Android, prefers simple, lightweight apps

Pain Points: Concerned about subscription costs, dislikes complicated flows

Motivation to Pay: Willing to pay for clear value and affordable pricing

Age: 24

Location: Lagos, Nigeria

Occupation: Recent Graduate

Goals: Improve English for job interviews, gain confidence in communication

Tech Behaviour: Uses budget Android, prefers simple, lightweight apps

Pain Points: Concerned about subscription costs, dislikes complicated flows

Motivation to Pay: Willing to pay for clear value and affordable pricing

Age: 24

Location: Lagos, Nigeria

Occupation: Recent Graduate

Goals: Improve English for job interviews, gain confidence in communication

Tech Behaviour: Uses budget Android, prefers simple, lightweight apps

Pain Points: Concerned about subscription costs, dislikes complicated flows

Motivation to Pay: Willing to pay for clear value and affordable pricing

Age: 24

Location: Lagos, Nigeria

Occupation: Recent Graduate

Goals: Improve English for job interviews, gain confidence in communication

Tech Behaviour: Uses budget Android, prefers simple, lightweight apps

Pain Points: Concerned about subscription costs, dislikes complicated flows

Motivation to Pay: Willing to pay for clear value and affordable pricing

Chinedu Okoro

Chinedu Okoro

Chinedu Okoro

Chinedu Okoro

Age: 29

Location: Dhaka, Bangladesh

Occupation: Small Business Owner

Goals: Improve English to communicate with international clients and grow her business

Tech Behaviour: Uses affordable Android phone, watches YouTube tutorials, prefers simple apps

Pain Points: Limited time, overwhelmed by too many features, unsure of app value

Motivation to Pay: Interested in clear, practical lessons with visible progress; willing to pay if pricing feels fair

Age: 29

Location: Dhaka, Bangladesh

Occupation: Small Business Owner

Goals: Improve English to communicate with international clients and grow her business

Tech Behaviour: Uses affordable Android phone, watches YouTube tutorials, prefers simple apps

Pain Points: Limited time, overwhelmed by too many features, unsure of app value

Motivation to Pay: Interested in clear, practical lessons with visible progress; willing to pay if pricing feels fair

Age: 29

Location: Dhaka, Bangladesh

Occupation: Small Business Owner

Goals: Improve English to communicate with international clients and grow her business

Tech Behaviour: Uses affordable Android phone, watches YouTube tutorials, prefers simple apps

Pain Points: Limited time, overwhelmed by too many features, unsure of app value

Motivation to Pay: Interested in clear, practical lessons with visible progress; willing to pay if pricing feels fair

Age: 29

Location: Dhaka, Bangladesh

Occupation: Small Business Owner

Goals: Improve English to communicate with international clients and grow her business

Tech Behaviour: Uses affordable Android phone, watches YouTube tutorials, prefers simple apps

Pain Points: Limited time, overwhelmed by too many features, unsure of app value

Motivation to Pay: Interested in clear, practical lessons with visible progress; willing to pay if pricing feels fair

Amina Yusuf

Amina Yusuf

Amina Yusuf

Amina Yusuf

Key Takeaways

User data and reviews showed a strong need for practical, affordable learning—especially among Nigerian users on budget devices. To match user needs and local economic conditions, we introduced three pricing tiers: Basic, Standard, and Premium.

Basic

Basic

Basic

With this plan access to core lessons and exercises, with limited access to advanced features. Includes chat support for basic queries perfect for learners starting their English journey.

With this plan access to core lessons and exercises, with limited access to advanced features. Includes chat support for basic queries perfect for learners starting their English journey.

With this plan access to core lessons and exercises, with limited access to advanced features. Includes chat support for basic queries perfect for learners starting their English journey.

Standard

Standard

Standard

This plan offers full access to all lessons, exercises, and interactive content. It includes entry to live group webinars or tutoring sessions, along with email and chat support for all user queries.

This plan offers full access to all lessons, exercises, and interactive content. It includes entry to live group webinars or tutoring sessions, along with email and chat support for all user queries.

This plan offers full access to all lessons, exercises, and interactive content. It includes entry to live group webinars or tutoring sessions, along with email and chat support for all user queries.

Premium

Premium

Premium

This plan provides unlimited access to all content, including specialized modules. It includes personalized feedback on assignments, priority support via email, chat, and phone, and a certificate upon course completion.

This plan provides unlimited access to all content, including specialized modules. It includes personalized feedback on assignments, priority support via email, chat, and phone, and a certificate upon course completion.

This plan provides unlimited access to all content, including specialized modules. It includes personalized feedback on assignments, priority support via email, chat, and phone, and a certificate upon course completion.

High Fidelty Mockups

Since the app was already live, I skipped in-depth design exploration and wireframing, and directly moved into the screen design phase to ensure alignment with the existing user experience.

Wrapping Up

The subscription flow was designed to align with user needs and the existing app experience. By focusing on clarity, local pricing, and ease of use, the final design supports smooth upgrades and sustainable growth.

Thanks for scrolling all the way through—appreciate you sticking around! 💖

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