The Approach

To solve this, we redesigned the subscription experience from the ground up, focusing on giving users more clarity and control. Whether signing up or canceling, the process needed to be simple and intuitive. While there were moments to encourage retention, my priority was always to advocate for the user—ensuring they had the freedom to make informed choices without unnecessary friction.

Steps Taken

  • Conducted user and competitive research to identify key pain points and uncover opportunities for improvement in the current design.

  • Created early UX concepts and mockups to explore solutions that aligned with both the product vision and development feasibility.


  • Delivered final UX and UI designs to ensure each feature supported intuitive user behavior and enhanced the overall experience.


  • Led final UX reviews and coordinated gradual rollouts to validate impact—ensuring design changes positively influenced key metrics.

Key Features

  • Updated sign-up flow (desktop, iOS, android).

  • Shortened cancellation flow (desktop, iOS, android).

  • Pause and promo options added to cancellation flow (desktop, iOS, android).

  • New payment settings page (desktop, iOS, android).

  • New and more simple home add (desktop only).

  • Payment Failure Messaging (desktop, iOS, android).

  • Cricut access page (desktop, iOS, android)

Results and Impact

During my time on Cricut’s Subscriptions team, we focused on reducing friction, improving clarity, and building user trust. While not the flashiest projects, our work had real impact—helping increase retention and contributing to a milestone of 3 million subscribers. A simple redesign of homepage ads boosted sign-ups by over 1,000 per month, and adding payment error notifications significantly improved user experience and trust. These projects remain some of my favorites for how meaningfully they moved the needle.