Understanding the why behind signing up
Understanding the why behind signing up
How one month of research uncovered why a product people loved was not making the money it deserved. (And we fixed that ✌️)
How one month of research uncovered why a product people loved was not making the money it deserved. (And we fixed that ✌️)
Client
Confidential
Services
Conversion
The Summit
Year
Client
Confidential
Services
Conversion
The Summit
Year
Numbers can tell you what is happening. They cannot tell you why.
Millions of people were using the free version of our client's app and not upgrading to premium. The data was clear. The reason was not. That is where I came in.
One month. Eight users. One answer that changed everything.
Numbers can tell you what is happening. They cannot tell you why.
Millions of people were using the free version of our client's app and not upgrading to premium. The data was clear. The reason was not. That is where I came in.
One month. Eight users. One answer that changed everything.
Challenges
Understanding why users did not convert when they clearly loved the product
Following real user journeys without influencing them
Uncovering an assumption the whole team had stopped questioning
Turning a single insight into a fast, testable solution
What we did
Rather than sitting users down for interviews, I followed 8 real people through their natural experience of trying out a new app, from the moment they downloaded it to the moment they decided whether to pay or not. Each person logged what they did, what they felt and what confused them, in their own time, in their own words. No researcher in the room. No leading questions. Just people living their lives with an app and telling us what that was actually like.
Rather than sitting users down for interviews, I followed 8 real people through their natural experience of trying out a new app, from the moment they downloaded it to the moment they decided whether to pay or not. Each person logged what they did, what they felt and what confused them, in their own time, in their own words. No researcher in the room. No leading questions. Just people living their lives with an app and telling us what that was actually like.
What we found
Users loved the product. That was not the problem. The problem was that most of them had no idea what it cost. And the ones who had thought about it assumed it was more expensive than it actually was. So they never clicked. Not because they did not want to pay. Because they never got to the moment of finding out the price was completely reasonable. The barrier was not value. It was visibility.
Users loved the product. That was not the problem. The problem was that most of them had no idea what it cost. And the ones who had thought about it assumed it was more expensive than it actually was. So they never clicked. Not because they did not want to pay. Because they never got to the moment of finding out the price was completely reasonable. The barrier was not value. It was visibility.
What changed
We ran an AB test showing the price of the product clearly and early. Sign-up rates went up. Revenue went up. The fix was not a redesign, a new feature, or a six-month roadmap. It was a number, in the right place, at the right time. Along the way we also uncovered insights around habit formation and how users build a routine with a new app. But the price? That was the one that made the money.
We ran an AB test showing the price of the product clearly and early. Sign-up rates went up. Revenue went up. The fix was not a redesign, a new feature, or a six-month roadmap. It was a number, in the right place, at the right time. Along the way we also uncovered insights around habit formation and how users build a routine with a new app. But the price? That was the one that made the money.
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Copyright © 2026 Expedition UX