CASE STUDY
Skybox AI — Simplifying Subscriptions
At Skybox AI, our subscription structure was overly complex, causing confusion among users and increasing churn rates. As Director of Product Design, I led a focused initiative to simplify subscription tiers, clarify user flows, and improve messaging. We divided the project into two phases: first, mapping and simplifying subscription packages; second, updating messaging and account interfaces.
Role & Scope
Director of Product Design partnering with Product, Engineering, and Support.
Led problem framing, flows, UI, prototypes, and test plan; aligned rollout/migration with engineering.
Client
Blockade Labs
Tools
Figma, FigJam
Timeline
4 weeks
The Challenge
Plans had multiplied over time. Web and API access weren’t clearly distinguished. Customers hit friction choosing a plan, and Support fielded the same questions on repeat. The mission: simplify the offering, make entitlements obvious, and reduce the operational drag.
"I wasn’t sure if my plan covered the API usage or just the web app, which made me hesitate to upgrade."
— User Interview Participant
Constraints & Risks
Legacy contracts & migrations:
Most existing customers had to fit into clear plans but a custom quote and migration was necessary for some.
Mixed surfaces:
Plans Web vs. API entitlements had to be legible at a glance.
Aggressive timeline:
Four weeks total. Two weeks to align cross-functional partners, design flows & messaging, and handoff. Two weeks for implementation and communications.
Problem Deep-Dive & User Pain Points
Through interviews and surveys, we identified core pain points: users were unclear on license differences, often selecting inappropriate plans, which led to frustration and cancellations. Support tickets showed recurring questions about entitlements and limits.
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Users confused between Web and API licenses
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Uncertainty about generation limits across plans
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High support volume related to subscription clarifications
Research, Strategy & Decision Framework
We analyzed support ticket data to identify recurring themes. Collaborating closely with the product owner, we synthesized findings into user journey maps and pain point charts.
Our research revealed that simplifying subscription tiers would directly address user confusion and reduce support load. Clear communication about license scopes and usage limits emerged as critical. We saw opportunity to consolidate plans and improve onboarding flows.
We aligned on four new subscription packages that balanced user needs with business goals. Decision criteria included minimizing cognitive load, ensuring future extensibility, and enabling easy migration for existing users.
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Focus on clear visual hierarchy to differentiate Web vs API licenses.
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Design for easy upgrade/downgrade paths.
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Ensure positive messaging and consistency across all touchpoints.
"I wasn’t sure if my plan covered the API usage or just the web app, which made me hesitate to upgrade."
— User Interview Participant
Key Insights & Opportunity Areas
Our research revealed that simplifying subscription tiers would directly address user confusion and reduce support load. Clear communication about license scopes and usage limits emerged as critical. We saw opportunity to consolidate plans and improve onboarding flows.
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Reducing tier count simplifies decision-making and increases conversion
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Explicit messaging around license type and usage limits reduces uncertainty
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Streamlined flows can proactively educate users, preventing support queries
"I wasn’t sure if my plan covered the API usage or just the web app, which made me hesitate to upgrade."
— User Interview Participant
I led brainstorming sessions using Figjam to explore visual and flow concepts. Wireframe sketches focused on intuitive subscription comparisons and clear calls to action. Multiple concepts were iterated rapidly based on stakeholder and user feedback, ensuring alignment and feasibility.
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Developed comparative tables highlighting key plan differences
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Created interactive flows to illustrate upgrade/downgrade scenarios
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Incorporated notification ideas to keep users informed of changes
"I wasn’t sure if my plan covered the API usage or just the web app, which made me hesitate to upgrade."
— User Interview Participant
Ideation & Concept Development
Visual Design & Interaction Details
I crafted a clean, approachable visual language emphasizing clarity and accessibility. Key interactions included dynamic tooltips explaining limits and license scopes, along with clear visual cues for selected plans. Consistency was maintained across web app screens and notifications.
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Added micro-interactions and monthly/yearly subscription lengths to improve engagement and understanding.
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Designed multi-point notifications to be non-intrusive but informative.
"I wasn’t sure if my plan covered the API usage or just the web app, which made me hesitate to upgrade."
— User Interview Participant
Outcomes
The simplified subscription tiers and enhanced messaging led to significant improvements in user retention and operational efficiency. Churn dropped by15% shortly after launch, and support tickets related to subscriptions decreased by 30%. Users reported greater clarity, reducing friction in plan selection and upgrades.
Churn
15%
Subscription support tickets
30%
Key Learnings & Future Opportunities
This project reinforced the power of simplicity in subscription design. Early stakeholder engagement and iterative user testing were critical to success. Moving forward, we plan to refine onboarding flows further and explore adaptive pricing models tailored to usage patterns.
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Early alignment with stakeholders accelerates design clarity
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User testing uncovers subtle pain points beyond assumptions
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Future work includes dynamic subscription recommendations
"I wasn’t sure if my plan covered the API usage or just the web app, which made me hesitate to upgrade."
— User Interview Participant