United Masters Subscriptions
Artists were not seeing enough value to upgrade from the free tier to the paid SELECT tier.
This stagnation in tier movement was hindering the company's growth and the artists' opportunity to leverage more advanced features.
Redesign the UnitedMasters subscription flow in both the web and app to clearly communicate the value of the SELECT tier
Alongside one of my research teammates I began to understand why artists stayed with the free tier. Through funnel analysis, surveys, and interviews, we began to identify key hesitations and misunderstandings about the SELECT tier benefits.
- Hesitation to Upgrade: Artists preferred the free tier because it provided many similar benefits to SELECT, with only a 10% royalty deduction.
- Misconceptions: Many artists did not fully understand that the SELECT plan unlocked hidden, impactful benefits that could accelerate their careers.
- Opportunity Gap: Artists were unaware that staying on the free plan limited their ability to:
- Skip long approval wait times for releases.
- Choose flexible release dates and higher track limits.
- Release high-quality tracks and albums without limitations.
- Unlock streaming deals with major brands and exclusive artist features.
- Explore collaborations with top producers through the platform.
Clear Display of Benefits
I began exploring the presentation of the SELECT tier's benefits. This involved using more engaging visuals and direct copy that articulated the advantages, such as analytics, exclusive access to industry deals, more extensive distribution channels, and increased revenue opportunities.
Strategic Upsell Touchpoints
Our interviews revealed that artists were not consistently reminded of the benefits of a SELECT membership after their initial FREE subscription, and these advantages weren’t always obvious.
To address this, I collaborated with my product manager, one of my product design teammates, and our front-end team to integrate subtle, persuasive upsell prompts throughout key moments in the user journey.
These prompts were designed to be non-intrusive, appearing strategically when artists were most likely to encounter the limits of the free tier or when they reached meaningful milestones.
Upsell: Cash out any amount, only on SELECT
Upsell: Access to analytics, only on SELECT
Upsell: Choose your distribution date, only on SELECT
Celebratory Moments
Becoming a SELECT member is a major step toward creative independence—let’s celebrate that achievement! I designed and partnered with our front-end team to incorporate confetti moments backed by haptic feedback.
Inside Figgy:
Variant Rollouts:
We tested our designs with artists using Figma prototypes to identify which concepts resonated best with their needs and workflows. Through iterative feedback and analysis, we narrowed it down to two top-performing designs.
To validate our findings, we rolled out both versions simultaneously to different user groups within the app, allowing us to compare engagement, usability, and overall performance in real-time. This approach ensured we made data-driven decisions, delivering an experience tailored to artists while optimizing the design for future scalability.
Results
The redesign of the UnitedMasters subscription flow led to:
- 18% increase in SELECT conversions within the first month of campaign launch.
- Reduced churn for SELECT artists as they experienced more value and flexibility.
- Greater artist satisfaction with streamlined processes and exposure to streaming deals.
- Improved engagement and education within the platform, with artists more aware of the specific benefits SELECT offers.
By reducing friction, clearly communicating benefits, strategically placing upsell prompts, and celebrating community, we were able to significantly increase the conversion rate to the premium tier. This not only boosted the company's growth but also empowered more artists to take full advantage of the platform's offerings.
United Masters Design System
