ELECTRONIC ARTS / CLUB POGO

Less friction.
More confidence to join.

I led the subscription experience redesign, connecting membership value, plan selection, and an editable checkout for guest, free, and Club players.

THE EXPERIENCE / ORIGINAL INTERACTION RECORDING

See the membership decision come together.

Benefits, plan comparison, and FAQs in one continuous experience.

Original prototype recording. Plans, prices, and offers shown are historical design content.

Open original animation ↗

MY ROLE: Lead UX/UI designer
Framing through design handoff
DESIGN / RELEASE: May–June 2021
Launched September 8, 2021
PARTNERS: Product, Engineering, content,
and EA’s research team

+120%Reported click-through to checkout

+70%Reported subscription conversion from benefits page

Project-level results reported in the original case study. Measurement details below.

01 / THE PROBLEM

Players were leaving at the point of choosing.

The existing plan page lost 51% of visitors. Players struggled to compare membership benefits, find plan and cancellation details, and change their selection at checkout. The business needed more subscriptions; players needed a clearer decision.

UNDERSTANDING

What am I getting?

Benefits were difficult to scan, and the differences between membership levels were unclear.

EFFORT

Why so many steps?

The previous flow separated benefits, plan information, sign-in, and selection across five steps.

CONTROL

Can I change my mind?

Checkout did not provide an edit option for the final plan selection.

02 / EVIDENCE & ALIGNMENT

Use player friction to focus the redesign.

I led cross-functional brainstorming and competitive analysis, then used existing player studies and questionnaires to refine the direction. Product, Engineering, and content partners contributed constraints and ideas; EA’s research team supported A/B testing of the benefits and checkout concepts.

03 / JOURNEY RESTRUCTURE

Remove the repeated decision. Keep the user in control.

The new flow combines benefits and plan information, preserves plan editing at checkout, and closes with a welcome page. Signed-in players can skip sign-in; entry paths support guest, free, and existing Club members.

BEFORE / FIVE STEPS

Benefits
Plan information
Sign in
Plan selection
Checkout

Players revisit the plan decision across separate pages.

AFTER / ONE CONNECTED JOURNEY

Benefits + plansUnderstand and choose together
Sign in Skip when already signed in
Editable checkoutRevise the final selection here
Welcome Confirm success and continue playing

The sequence includes a new completion step, rather than treating payment as the end of the experience.

Inspect the original journey maps and member paths

04 / THREE DESIGN DECISIONS

Make the next decision easier at every stage.

I used wireframes and a clickable prototype to explore hierarchy and interaction, then developed the final interface through iteration and research feedback.

DECISION 01 / UNDERSTAND

Bring benefits and plan comparison together.

The recorded concept and the complete page below show the same direction: explain the membership value, compare plans, then answer questions within the page. The original screen is shown in full so the hierarchy can be reviewed from top to bottom.

DECISION 02 / CHOOSE

Make checkout a place to revise.

Players can change the selected plan at the final step. Relevant offers sit within the purchase context, balancing commercial needs with control over the selection.

INTERACTION DETAIL / BEYOND THE HAPPY PATH

Make offers and restrictions explicit.

These two checkout explorations show different conditions: an offer applied to the order, and a payment-method restriction on trial eligibility. They are supporting states, rather than additional steps in the main flow.

Show the offer in the purchase context.

An applied offer is visible beside the selected plan and total.

DECISION 03 / CONTINUE

Finish with a next step.

The welcome page confirms the new membership and points players toward the experience they joined for. It completes the journey beyond the transaction.

View wireframes, iterations, and responsive designs

05 / VALIDATION & RELEASE

Iterate, compare, and bring the journey to launch.

I worked with EA’s internal research team on A/B testing of the benefits and checkout concepts against the previous experience, and applied feedback to the design. The feature launched on September 8, 2021. The original study reports +120% click-through to checkout and +70% subscription conversion from the benefits page.

REFLECTION

Simplifying a flow means simplifying its decisions.

The most consequential change was bringing information and control closer to the moment they were needed. Different player types could enter from different places while sharing a coherent purchase experience.

Browse additional original research and design artifacts

Supporting materials are available in their original, uncropped form. The main narrative above focuses on the membership decision, checkout control, and completion.