eharmony Redesign of the Subscription Paywall


Paywall Update

My Role UX/UI designer

 Pen & Paper, Sketch, InVision, Zeplin
Mobile Web Paywall- Invision Prototype

Problem The existing paywall did not reflect eharmony’s new brand direction, nor did it convert to the degree our new stakeholders desired

Solution Update the UI and workflow of the current Paywall designs to match our stakeholder’s vision and our new brand design guidelines, while adhering to legal recommendations and best UX practices as much as possible

Project Goals
• Increase subscriptions to Standard plans, namely the 6-month plan
• Decrease subscriptions to the existing Premium plans
• Improve overall look of the Paywall and make all designs consistent with marketing rebrand



• Content evaluation of existing paywall designs
• Discussions with stakeholder, project manager, developers, and legal counsel regarding requirements, obstacles, and expectations
• Research of behavioral economics, best paywall practices and existing patterns


• Wireframes on paper and in Sketch
• Created visual elements consistent with new marketing designs
• Low Fidelity Mock-ups in Sketch and prototyped in Invision
• High Fidelity Designs in Sketch and exported to Zeplin to hand off to devs with comments and Invision prototypes for reference


Mobile Web


Final Designs



original layout


Final Designs


Success! The new designs now match eharmony’s new branding and the 6-month Standard plan’s subscription rate increased far more than any other subscription plan and so far there has been a higher overall subscription to Standard plans over Premium.