My role
Senior Product Designer
Year
2017 - 2019 & 2021
Bumble / Badoo
Two Tiers Premium
2021
Our main goal was to enhance our users' experience by introducing improved paid plans. We aimed to provide clear information and value explanations for the different plan choices. The focus was on creating a flexible system that could be customised for specific markets or user requirements. This approach was designed to increase revenue by both monetising a larger user base and encouraging upgrades among our top-paying users.
Problem
Despite a massive global user base, Badoo faced a persistent challenge: clarifying the value of paid plans and encouraging upgrades without alienating free users. Previous premium offerings were:
Confusing in terms of what value they delivered
Harder to customise for different markets
Lacking alignment across platforms
Primary Objective: Redesign and reorganise premium tiers to clearly communicate value, increase upgrades, and support flexible offerings tailored to regional and user-specific needs.
Process
I collaborated with product managers, analysts, and user research to uncover insights on user behaviour:
Many users were unsure what benefits they received from premium plans.
Users compared pricing and benefits across competitors before committing.
Markets varied significantly in purchasing power and feature expectations.
Design insight: Premium plans shouldn’t just list features—they need to explain benefits in context, with flexibility for localisation and cultural nuance.
Outcomes & Impact
Although metrics varied by market and platform, the redesigned premium experience delivered measurable improvements:
Clarity of value propositions increased, leading to higher engagement with plan comparisons.
Early adoption indicators showed improved conversion rates across key regions.
The flexible system enabled opportunistic promotional adjustments without heavy dev lift.
