Paywall Optimizations
Paywall optimization has been a core throughline of my work at Adobe.
I began working on Lightroom Mobile’s paywall as my first project on the team as an Experience Designer and went on to personally design, or oversee, every major paywall iteration through my progression to Senior and Staff Designer.
In 2021, I led the first redesign of the paywall, elevating both UI and UX to improve value communication and modernize the look. That work continues to be optimized today and has since expanded into multiple strategic variations, including localization, a winback paywall for lapsed users, discount-based offers, and a Generative AI paywall introducing credit-based monetization.
The impact of the intial redesign was significant, resulting in $3M+ GNARR and setting a new standard for mobile monetization. The system and patterns I introduced have since been adopted across the broader mobile portfolio in Photoshop, Firefly, and Premiere, scaling beyond Lightroom to influence how Adobe approaches paywall design at large.
