Problem

Users were interested in paid plans but dropped off before completing the upgrade. The path from intent to successful payment was long and full of small frictions.

What I looked at

• Conversion funnel from "upgrade intent" CTAs through to successful payment.
• Differences in behavior between plans, geographies, and payment methods.
• Qualitative feedback from users who abandoned or downgraded.

Approach

• Mapped the end-to-end upgrade journey and identified unnecessary steps.
• Collaborated with design and engineering to simplify plan selection and payment entry.
• Prioritized experiments around pricing clarity, trial flows, and in-product nudges.

Outcome

Use this space to call out impact on upgrade conversion rate, revenue, or churn once you have specific numbers you're comfortable publishing.