Enhancing Bumble's Revenue Journey

Problem Statement

The current structure of our paywall and payer journey experience is inflexible and ineffective in its ability to clearly and effectively communicate the value proposition of our product features to potential customers.

Goal

Our aim was to transform the payer journey from a static obstacle into a dynamic, engaging experience. By separating the value proposition from the paywall, we envisioned creating a template that could be customized and contextualized based on user segments, entry points, or other triggers. This approach would not only make the payer journey more relevant to each user but also empower teams within Bumble to tailor the value proposition screens with unique content and assets, enhancing conversion rates.