Overview
Motion Blur Photo Editor is an iPhone app that enables users to add blur effects to their photos. After being acquired by a new team, the app was generating around $15K in monthly revenue.
Previously, much of this revenue came from unclear subscription terms, which led to accidental purchases. Unfortunately, this resulted in high churn rates, as many users quickly canceled their subscriptions. To address this issue, the new team made subscription details clearer on the paywall, but this change caused a significant drop in revenue.
To help the app recover, we conducted an audit focused on optimizing the user onboarding experience and refining the subscription model to set the stage for improved overall performance.
Audit Process
During the audit, we:
- Analyzed user needs and potential use cases to identify key pain points.
- Evaluated and proposed enhancements to the onboarding process to make it more intuitive and engaging.
- Reviewed the subscription model (paywall) and recommended optimizations to improve transparency and conversions.
- Conducted a usability review to uncover additional opportunities to enhance the user experience.
Conclusion
This audit was completed within one week, providing a clear roadmap of actionable recommendations. These insights are designed to help the app improve user retention, enhance the onboarding process, and drive long-term revenue growth. While the implementation of these changes is ongoing, the recommendations are expected to position the app for sustainable success.
