Empowering Growth Through Subscription

Driving Revenue and Engagement Through User-Centric Development

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Project

MyCarrier

Role

UX Designer | Strategy, Research, Design Systems, Prototyping

Collaborators

1 Creative Director, 2 Business Owners, 1 Developer

Duration

2 weeks | End-to-end delivery of unified digital experience

The Challenge

MyCarrier’s freight quoting platform was under pressure — high operational costs and free service expectations were eroding profitability. Monetization was critical, but the platform lacked both the technical infrastructure and user trust required for a paid experience.

The Goal

Introduce a subscription model that:

  • Generates recurring revenue without alienating existing users
  • Deliver clear value to freight customers
  • Feels intuitive, transparent, and in line with user needs
  • Set the foundation for long-term growth

    • My Role

    I led UX strategy and design across the entire monetization initiative:

  • Mapped current and future-state user journeys
  • Rapidly prototyped flows to test pricing models and plan comprehension
  • Built and deployed a flexible design system to support fast iteration
  • Collaborated with product, dev, and marketing to align messaging, infrastructure, and rollout

    • Problem visualization
    Solution visualization

    Approach

    • Research-Driven MVP I conducted focused user interviews and behavior mapping to understand what users valued — and what they’d actually pay for. This helped shape a subscription model grounded in real workflows, not assumptions
    • Simple, Honest Checkout I designed a frictionless checkout flow that made upgrading easy and understandable. Clear copy, visual plan differentiation, and progressive disclosure helped build trust where it was most fragile
    • Plan Control & Transparency A redesigned profile hub gave users ownership over their subscriptions — including billing, usage, and upgrades — reinforcing value and reducing churn risk
    • Iterative Improvements at Scale While designing the experience, we also helped stabilize the platform by resolving technical debt sprint by sprint — ensuring new revenue streams didn’t compromise performance
    Accent graphic

    Design Impact

    An Optimized Checkout Flow

    KPI Impact

    Measuring Success, Driving Growth

    +649%

    Shipment Growth Since 2019

    350,000+

    Monthly Shipments

    Reflections

    Designing for monetization requires nuance — especially when users expect free tools. By grounding the experience in clarity, empathy, and fast feedback loops, we helped the team shift from operational strain to scalable growth without compromising user trust.


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