eTVnet - streaming service
Fixing a broken subscription flow = Increasing conversion rate
Business Goal
The primary business goal was to increase subscription conversion by removing friction from the journey of users who had already selected a plan and demonstrated purchase intent.
Scope
The project focused on improving the end-to-end subscription journey, including the registration and login flow initiated after plan selection, as well as the redesign of the checkout page.
year
2026
timeframe
1 month
tools
Figma
category
UX\UI Design
The Problem
A user who selects a subscription plan has already demonstrated strong purchase intent. At this critical point, the experience should guide them smoothly through account creation and payment. Instead, the existing flow creates a major barrier precisely when the user is ready to convert.
When an unauthorised user attempts to purchase a plan, they are met with an error message stating that they must be logged in. The modal offers only two options: Log In or Close, with no clear path for a new customer to register and continue. Even existing users who log in are redirected back to the homepage, losing the plan they originally selected and forcing them to repeat the process manually.
What should be a simple journey — Select a Plan → Register or Log In → Complete Payment — becomes a broken loop filled with unnecessary actions, uncertainty, and cognitive load. This case study explores how the subscription flow can be redesigned to preserve user intent, remove dead ends, and create a faster, more intuitive path to checkout.
The Solution
Improved flow
Within one month, our team launched a redesigned subscription and registration flow that removed the broken logic and unnecessary steps in the original journey.
Instead of blocking unauthorised users with an error, the new flow guided them directly into registration or login while preserving their selected subscription plan. After completing authentication, users could continue seamlessly to checkout without returning to the homepage or repeating previous actions.
This transformed the journey into a clear and logical sequence:
Select a Plan → Register or Log In → Complete Payment
By reducing friction and preserving the user’s intent at every step, I made the registration and subscription process faster, easier, and more intuitive. The improved experience contributed to an increase in conversion rate.
Reminding a potential subscriber about our features
I also introduced a feature highlights panel on the registration screen. At this stage, users are already close to subscribing, so reinforcing the platform’s key benefits helped reassure potential customers of the value they were about to receive and encouraged them to proceed to checkout.
From a marketing and sales perspective, presenting the value proposition immediately before payment can reduce hesitation, justify the purchase decision, and increase the likelihood of conversion. In addition to that, I added our customer service phone number, so that a user could give us a call in case they still hesitate or have any questions.
The Outcomes
The redesigned subscription flow removed unnecessary friction at the most important conversion point: the moment a user had already selected a plan and was ready to pay. By preserving the chosen tariff, providing a clear registration path, and reinforcing the service value before checkout, the new experience delivered measurable business impact.
+7%
More users successfully progressed from selecting a subscription plan to completing their purchase
-9%
Removing dead ends, repeated actions, and unexpected redirects reduced the number of users leaving the flow before payment.
