Plenty of Fish's À La Carte Consumables
At a glance
Led the end-to-end redesign of POF’s microtransaction system, transitioning from a complex token-based model to a clear à la carte experience across Web, iOS, and Android. By streamlining the purchase flow, adding validation feedback, and improving feature visibility, the new model helped clarify value, reduce friction, and set the foundation for stronger monetization strategies.
Final mocks - Mobile
My Role
I managed the project’s design end-to-end. These were the main steps I followed to deliver the final result:
Stakeholder engagement
Feedback collection and analysis
Research interviews
Brainstorming sessions
Competitive analysis
Designs
Usability testing
Hand off
Challenge
The then-current "token" system for purchasing microtransactions in the core dating space lacked clarity and a strong value proposition for users. The goal was to transition from the token-based system to an à la carte model, where users can directly purchase individual features. This would help users better understand the value of each feature and improve overall adoption and monetization.
Discovery
To ensure the à la carte model was positioned effectively, we conducted:
Competitive analysis: Reviewing similar monetization models in the industry.
Interviews with sister companies: Gathering insights on best practices and user behavior.
Key Findings
Validation in the purchase flow is crucial: Users needed feedback that their purchase had an immediate impact.
Bundle Offers: Other platforms successfully increased microtransaction adoption by bundling consumables.
Subscription Plans with Consumables: Some competitors included consumables in their subscription tiers.
Optimized UI for Balance Display: Tinder's approach of showing remaining consumables within CTA buttons increased engagement.
Identified Gaps
Lack of validation: Users were not receiving confirmation or reinforcement of the value of their microtransactions.
Token System Complexity: The extra step of purchasing tokens before redeeming them added unnecessary friction.
Unclear Value Perception: Users did not fully understand the impact of their purchases on their experience.
Design
To address the gaps, we proposed and tested several improvements:
Validation Indicators
Profile Lists: Add an icon on profile photos of users who liked my profile due to a purchased feature.
Messaging: Add an icon in the inbox to indicate messages received via purchased features.
Conversation View: Display a confirmation message reinforcing the success of a consumable-driven interaction.
Balance Display in Key CTAs
Inspired by Tinder, showing balance within feature buttons (e.g., MeetMe) to increase engagement.
How it ended
Boost Flow on Mobile:
Challenges
Simultaneous Launch: The transition needed to happen across all platforms (Web, iOS, Android) simultaneously to prevent discrepancies between users accessing different systems.
Phasing Out Tokens: A structured plan was needed to phase out tokens while ensuring a smooth transition.
Two primary strategies were considered for phasing out tokens:
Expiring Tokens: Notify users via modals/system messages that their tokens were expiring, creating urgency without major UI changes.
Token Utilization in the New Model (Chosen Option):
Introduce the à la carte system while allowing users to deplete their existing token balance via the account page.
This approach required some development work but provided a seamless user experience.
After discussions with the Product Manager and engineering teams, we opted for the second approach as it offered a more user-friendly transition.
We monitored the percentage of Daily Active Users engaging with microtransactions both before and after launch. The removal of tokens made these features more accessible, resulting in a 28% increase in DAU engagement with consumables. Additionally, repeat purchases grew by 32%, indicating higher retention and a stronger monetization strategy.
Clear Value Proposition Drives Adoption
Users engage more when they understand the direct benefit of a purchase.
Data-Driven Decisions Lead to Better Monetization
Competitive analysis and user research guided feature improvements.
Transition Planning is Key for Large-Scale Changes
A phased approach minimized disruption when retiring the token system.
Allowing users to spend existing tokens prevented frustration and improved retention.
Final mocks - Desktop web