A successful subscriptions story
Cradlewise is a smart crib that monitors, soothes, and supports a baby's sleep automatically.
While the crib itself was a one-time purchase, we saw an opportunity to extend value through a Plus subscription, offering parents deeper insights, longer video history, and more music customization.
80%
of trial users converted to paid after the first month.
Competitive Research:
Studied Calm, Netflix, Spotify, Headspace, Duolingo, Bumble to learn best practices in subscription design.
Design Principles
Built Cradlewise Plus UX around 3 pillars
Paywall Explorations
Designed multiple variations focusing on emotional storytelling ("Unlock better sleep memories") rather than dry feature lists
I explored multiple paywall directions. Ultimately, we selected the first version because:
Emotional hook: It emotionally connected with parents by showing a real baby moment ("Moments that matter, Calm that lasts").
Clear value communication: Instead of a cold comparison table alone, it immediately showed what users would gain (7 days of video clips, curated lullabies, voice recordings).
Visual reassurance: The Flipbook preview at the top instantly demonstrated a core feature users would unlock.
Soft yet confident CTA: "Start 30-day free trial" felt inviting without pressure.
