{"id":288,"date":"2021-04-25T20:28:30","date_gmt":"2021-04-25T20:28:30","guid":{"rendered":"http:\/\/www.keilawhite.com\/?page_id=288"},"modified":"2026-04-30T21:09:53","modified_gmt":"2026-04-30T21:09:53","slug":"illumetex","status":"publish","type":"page","link":"https:\/\/www.portfolio.designbykeila.com\/?page_id=288","title":{"rendered":"Match: Monetization initiatives"},"content":{"rendered":"\t\t
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Keila White<\/a><\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Problem<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Match needed to grow subscription revenue within a high-intent marketplace where user trust and experience quality directly impact engagement and retention.<\/p>

The challenge was designing monetization strategies that felt like a natural extension of user intent, rather than a disruption to it.<\/p>

\u00a0<\/p>

The core problem was balancing business goals with experience integrity in a way that preserved trust in the platform while still driving revenue.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Research\/
Discovery<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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This reframed the problem from \u201chow do we convert free users\u201d to \u201chow do we surface value at the exact moment of intent without breaking trust.\u201d<\/p>

We focused on free members as the highest leverage segment for improving subscription conversion. An audit showed they represented a large share of active users, but lacked clear pathways into paid value.<\/p>

Data analysis revealed a core segment of men aged 40\u201350, many re-engaging with the app post-divorce. Across this group, intent was high, but conversion was constrained.<\/p>

Survey data reinforced this tension. Users primarily subscribed to access core intent signals like likes and matches, but consistently cited price as the main barrier.<\/p>

\u00a0<\/p>

This reframed the opportunity from driving upgrades to aligning monetization with moments of intent, where perceived value was highest.<\/p>

\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Likes in the stack<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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We explored several concepts and ultimately focused on surfacing the number of likes directly within the discover stack experience. The goal was to introduce a lightweight signal of demand that could increase intent without disrupting the browsing flow.<\/p>

We aligned with engineering early to evaluate feasibility and implementation effort. This approach was selected because it delivered the strongest balance of user value, speed to ship, and technical simplicity within existing constraints.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Iteration<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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I began with wireframing some ideas to get the messaging right. When we decided what we wanted it to say, I made some quick mocks. We iterated on several options and brainstormed different touch points.\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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User flows<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Solution<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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We introduced three non-intrusive monetization touchpoints designed to surface subscription value across different moments in the user journey.<\/p>

A missed mutual nudge highlighted lost connection opportunities, a celebratory drawer surfaced likes and matches as positive reinforcement, and a post-free-picks modal introduced the upgrade prompt at a natural decision point.<\/p>

Each was intentionally placed at different cadences to reinforce value without disrupting the core browsing experience, creating multiple context-aware opportunities to convert.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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