2022 -2024
Cricut
Rebuilding our Subscription's Experience to Aid the Users Journey
2022 -2024
Cricut
Rebuilding our Subscription's Experience to Aid the Users Journey
Background
Cricut is a tech company that helps people bring their creative ideas to life with smart cutting machines and a companion app called Design Space. With it, users can design custom projects to cut or print-and-cut right from their machines. At Cricut, I focus on improving the user experience within the Search & Subscriptions pod—making it easier for users to find what they need quickly, reduce friction, and stay in their creative flow without getting stuck in the search process.
Core Problem
When I joined Cricut, I started on the Subscriptions team—a new space for me, but one I was excited to explore. The core issue was clarity: the subscription model was confusing, with too many steps to sign up or cancel, minimal visual cues, and no system to alert users of failed payments. These gaps created friction, leading to increased drop-offs, cancellations, and user frustration. My goal was to simplify the experience and rebuild trust through clearer, more intuitive design.
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.
2022 -2024
Cricut
Rebuilding our Subscription's Experience to Aid the Users Journey
2022 -2024
Cricut
Rebuilding our Subscription's Experience to Aid the Users Journey
Background
Cricut is a tech company that helps people bring their creative ideas to life with smart cutting machines and a companion app called Design Space. With it, users can design custom projects to cut or print-and-cut right from their machines. At Cricut, I focus on improving the user experience within the Search & Subscriptions pod—making it easier for users to find what they need quickly, reduce friction, and stay in their creative flow without getting stuck in the search process.
Core Problem
When I joined Cricut, I started on the Subscriptions team—a new space for me, but one I was excited to explore. The core issue was clarity: the subscription model was confusing, with too many steps to sign up or cancel, minimal visual cues, and no system to alert users of failed payments. These gaps created friction, leading to increased drop-offs, cancellations, and user frustration. My goal was to simplify the experience and rebuild trust through clearer, more intuitive design.
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.
2022 -2024
Cricut
Rebuilding our Subscription's Experience to Aid the Users Journey
2022 -2024
Cricut
Rebuilding our Subscription's Experience to Aid the Users Journey
Background
Cricut is a tech company that helps people bring their creative ideas to life with smart cutting machines and a companion app called Design Space. With it, users can design custom projects to cut or print-and-cut right from their machines. At Cricut, I focus on improving the user experience within the Search & Subscriptions pod—making it easier for users to find what they need quickly, reduce friction, and stay in their creative flow without getting stuck in the search process.
Core Problem
When I joined Cricut, I started on the Subscriptions team—a new space for me, but one I was excited to explore. The core issue was clarity: the subscription model was confusing, with too many steps to sign up or cancel, minimal visual cues, and no system to alert users of failed payments. These gaps created friction, leading to increased drop-offs, cancellations, and user frustration. My goal was to simplify the experience and rebuild trust through clearer, more intuitive design.
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.