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 huge revenue gap. I led the launch of the Welcome Pass, a shorter, cheaper plan that helps new users understand the value of our premium offer.
TL;DR
PROBLEM
Only 0.6% of new users purchased the monthly premium pass in their first month.
This created a major revenue gap among first month users. Data showed that while new 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 priced lower, easier to complete, and offered alongside the monthly Garden Pass, giving users the choice to buy either or both.
Redesigned Garden Pass and Welcome Pass.
RESULTS
The Welcome Pass doubled early conversion and grew revenue from new users by 6%.
Within three months, conversion increased 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 decor, plants, and landscaping elements to complete Design Challenges and earn rewards.
Garden Pass: a monthly battle-pass system that rewards users with consistent gameplay.
The Garden Pass includes 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 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 couldn’t complete enough gameplay within the subscription cycle to justify the purchase.
Confusing UI and progression
Users couldn't understand what rewards they would earn or how progression worked.
We needed a solution that provides better value and simplifies the Garden Pass experience.
The confusing layout was causing low conversion rate.
EXPLORATION
I explored a few solutions, but they all had trade-offs that could not be ignored.
I first explored solutions that focused on pricing and progression, which could make the purchase feel more worth it without revenue loss or disrupting the in-game economy. I explored three solutions, but each came with problematic trade-offs.
Protects in-game economy
Disrupts the content cycle
Better perceived value
Complexity & revenue loss
Beginner-friendly value
Risk of drop-off for early joiners
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.
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 structure from Garden Pass to test the purchase intent. During testing, I identified some UI improvements that could make the experience more streamlined.
UI needed to reduce friction and indicate progress more clearly.
Eliminating friction in feature access
Eliminated the extra tap and take users directly to the Welcome Pass, it also minimizes confusion between the 2 passes.
Combined page for the passes
Replaced the pop-up with a full screen page, making premium content feel more permanent and visible.
Combined reward tracks
Combining the free and premium tracks create a healthy FOMO.
The confirm pop up was an unexpected drop off point.
Both passes now live on a dedicated 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 improved early engagement and retention.
+0.6% in new user conversion
Conversion increased from 0.6% to 1.2%, with more new users purchasing one or both passes.
+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 increased by 13%, showing stronger early retention and engagement.
