Subscription purchase flow product design at Alfa‑Bank

• Users struggled to understand the differences between subscription levels.
• Privilege‑heavy layouts created cognitive overload.
• Raw feature lists failed to communicate real value.
• Users hesitated or defaulted to the cheapest option.
• No clear upgrade logic existed at the decision point.

• Plan selection was the highest‑impact decision point in the subscription funnel.
• Poor expectation‑setting increased early churn.
• The premium subscription was expected to become a revenue growth engine.
• Tiering without clarity risked reducing, not improving, conversion.
• The design had to scale to millions of users under strict constraints.

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• High key‑rate environment → limited ability to “sell with perks”.
• Cashback and benefit caps → value had to be communicated, not inflated.
• Server‑driven UI (BDUI / SDUI) → limited layout flexibility.
• Cross‑team dependency with Alfa‑Only.
• Marketing bandwidth constraints → the design itself had to carry clarity.

I owned the end‑to‑end design work for the subscription transformation:

• Diagnosed funnel and revenue performance using behavioural and financial metrics (e.g. tier‑selection drop‑off, upgrade conversion, cashback usage and cost).
• Synthesised UX research into clear product decisions and a tiered subscription logic that stayed within margin constraints.
• Built ProtoPie prototypes to validate key interactions and comprehension before build.
• Designed within UI and tech constraints and updated the design system (tokens, components and state rules).
• Drove delivery with Engineering, Marketing, Legal and Risk.