Role
Product Designer
Teams
UX, PM, Dev
Duration
6 Weeks
Platforms
Mobile, Tablet
New users rarely purchased the monthly premium pass in their first month, leaving a major revenue gap. I led the launch of the Welcome Pass, a short, lower-priced subscription that gave new users an achievable first win and guided them into premium content.
TL;DR
PROBLEM
Only 0.6% of new users purchased the monthly premium pass in their first month.
This created a major revenue gap during onboarding. Data showed that while engaged users often purchased in their second month, the first month was a lost opportunity.
Current Garden Pass.
SOLUTION
Welcome Pass, a 7-day subscription tailored for new users.
The Welcome Pass is a 7-day subscription designed for new users. It’s lower priced and easier to complete, and it’s offered alongside the monthly Garden Pass, giving users the choice to buy one, both, or neither.
Redesigned Garden Pass and Welcome Pass.
RESULTS
The Welcome Pass doubled early conversion and grew new-user revenue by 5%.
Within three months, conversion rose from 0.6% to 1.2%, weekly active users increased by 3%, showing stronger early retention.
BACKGROUND
Garden Joy is a simulation mobile game where players design outdoor spaces using virtual decor, plants, and landscaping elements to complete themed challenges and earn rewards.
Garden Pass: a monthly battle-pass system that lets players earn in-game items by playing regularly.
The Garden Pass includes both a free reward track and a premium track available for purchase. By completing design Challenges, users progress along the pass and unlock rewards.
Current Garden Pass.
PROBLEM
Only 0.6 % of new users purchased the Garden Pass in their first month.
Data and qualitative feedback showed that while highly engaged users would purchase the Garden Pass in their second month, the month they joined was a major revenue loss.
This low conversion indicated two issues:
Perceived poor value
New users felt they couldn’t complete enough Challenges by the end of the month to justify the purchase.
Confusing UI and progression
Users didn’t clearly understand what rewards they could earn or how progression worked.
We needed a solution that would capture early revenue and simplify the Garden Pass experience.
The confusing layout may be causing low conversion rate.
EXPLORATION
I explored several solutions, but none were without problematic trade-offs.
I first focused on pricing and progression solutions that could make the purchase feel worthwhile without undercutting revenue or disrupting the in-game economy. I explored three main solutions, but each came with problematic trade-offs.
Protects in-game economy and revenue
Unfair pricing for early joiners
Better perceived value
Poor UX for users who joined late-month
Beginner-friendly value
Early joiners risk quick drop-off
PROPOSED SOLUTION
Instead of adjusting the current Garden Pass, I had the idea of combining all the changes into a brand new offer for new users.
We introduced the Welcome Pass:
a 7-day, new-user-only subscription.
Tailored for new users
Available only during the first 7 days since onboarding.
Scaled for shorter duration
Offered at a lower price with reduced rewards and Challenge thresholds.
Runs alongside monthly Garden Pass
Players can choose to purchase one or both passes, earning rewards regardless of their choice.
Early concept of the Welcome Pass
Welcome Pass MVP.
DESIGN EXECUTION
We built an MVP using the existing Garden Pass, which allowed us to test purchase intent. During testing, I identified some UI adjustments that could make the UX more streamlined.
UI needed to reduce friction and indicate progress more clearly.
Streamlining Access
Eliminated the extra tap to guide new users directly to the Welcome Pass, reducing friction and minimizing confusion about how the passes work.
Unified Page for Both Passes
Replaced the pop-up with a dedicated page where the Welcome Pass and Garden Pass coexist, making premium content feel more permanent and visible.
Combined Reward Tracks
Combined the free and premium tracks into one tracck for each pass, using simple cues to show which rewards are premium.
The confirm pop up was a crucial drop off point and was removed.
Both passes now live on a unified page.
The new reward track combines both free and premium rewards.
FINAL DESIGN
RESULTS & IMPACT
The Welcome Pass turned a broken funnel into a high-performing growth driver.
Three months post-launch, we saw promising results from the Welcome Pass. The feature not only addressed the initial revenue gap but also strengthened early engagement and retention.
+0.6% in new user conversion
Conversion rose from 0.6% to 1.2%, with more new users purchasing either the Welcome Pass or the regular Garden Pass.
+6% in revenue growth from new users
Revenue from new users grew the total revenue by 0.9%.
+13% in weekly engagement
Weekly active users among new users increased by 13%, showing stronger early retention and regular play.
