From an invisible offer to a 9% converting entry point

HealthTech

Monetization

Shipped work

TL;DR

Heloa helped young parents follow their child’s health and development. After onboarding, its premium offer was almost invisible: 0.25% of active users subscribed.

I redesigned how premium shows up across the app: a homepage entry point, a premium visual language, warmer copy and localized paywall experiments in RevenueCat. I also set up the funnel in PostHog.

The new homepage banner converted 9.2% of parents from banner to subscription, in four languages.

TL;DR

Heloa helped young parents follow their child’s health and development. After onboarding, its premium offer was almost invisible: 0.25% of active users subscribed.

I redesigned how premium shows up across the app: a homepage entry point, a premium visual language, warmer copy and localized paywall experiments in RevenueCat. I also set up the funnel in PostHog.

The new homepage banner converted 9.2% of parents from banner to subscription, in four languages.

Context

Heloa was a health app for young parents, from pregnancy through the first years of their child’s life. Tens of thousands of families used it to track health milestones and get guidance matched to their child’s age.

In the free version, content unlocked over time, as the child grew. Premium unlocked everything right away: past stages to revisit, upcoming ones to prepare for.

As Heloa expanded internationally, it needed to improve the visibility and conversion of its premium subscription.

Context

Heloa was a health app for young parents, from pregnancy through the first years of their child’s life. Tens of thousands of families used it to track health milestones and get guidance matched to their child’s age.

In the free version, content unlocked over time, as the child grew. Premium unlocked everything right away: past stages to revisit, upcoming ones to prepare for.

As Heloa expanded internationally, it needed to improve the visibility and conversion of its premium subscription.

My role

I owned the design of the premium experience:

The homepage entry point (premium banner)
The premium visual language: icon, branded padlock, badges
The paywall and banner copy
Paywall variants in RevenueCat, designed in pair with our Brand Designer and with the CEO
Funnel tracking in PostHog
Engineering specs

My role

I owned the design of the premium experience:

The homepage entry point (premium banner)
The premium visual language: icon, branded padlock, badges
The paywall and banner copy
Paywall variants in RevenueCat, designed in pair with our Brand Designer and with the CEO
Funnel tracking in PostHog
Engineering specs

Problem

After onboarding, premium almost disappeared. The paywall only appeared at sign up, and nothing in the app showed what was locked or why upgrading was worth it.

This was partly a deliberate choice to protect the free experience, and partly product debt.

Result: 0.25% of active users subscribed.

Problem

After onboarding, premium almost disappeared. The paywall only appeared at sign up, and nothing in the app showed what was locked or why upgrading was worth it.

This was partly a deliberate choice to protect the free experience, and partly product debt.

Result: 0.25% of active users subscribed.

Goal

Make premium visible and understandable throughout the app, without breaking the free experience parents relied on.

Goal

Make premium visible and understandable throughout the app, without breaking the free experience parents relied on.

Research

Expecting and young parents are highly motivated to make the right choices for their child.

I relied on a benchmark of iOS parenting and health apps, including Flo, May, WeMoms, Grossesse+ and Alan, comparing how each one surfaces and presents premium.

Two takeaways: the offer had to appear in the daily experience, not only at sign up, and it needed a clearer value proposition with a stronger visual hierarchy.

Research

Expecting and young parents are highly motivated to make the right choices for their child.

I relied on a benchmark of iOS parenting and health apps, including Flo, May, WeMoms, Grossesse+ and Alan, comparing how each one surfaces and presents premium.

Two takeaways: the offer had to appear in the daily experience, not only at sign up, and it needed a clearer value proposition with a stronger visual hierarchy.

Benchmark of how parenting and health apps on iOS present their premium offer.

Key decisions

1. A daily entry point, not a louder paywall.
An onboarding paywall already existed. Instead of pushing it harder, I brought premium into the daily experience: a soft purple banner on the homepage, where parents came back every day.

2. One visual language for premium.
A new premium icon, a branded padlock and consistent badges, so parents could recognize locked content anywhere in the app. Everything was built on the UI kit we shared with the brand team.

Key decisions

1. A daily entry point, not a louder paywall.
An onboarding paywall already existed. Instead of pushing it harder, I brought premium into the daily experience: a soft purple banner on the homepage, where parents came back every day.

2. One visual language for premium.
A new premium icon, a branded padlock and consistent badges, so parents could recognize locked content anywhere in the app. Everything was built on the UI kit we shared with the brand team.

3. Warm, trust-first copy.
In health, a paywall can feel like pressure. I rewrote the copy with Claude as a sparring partner, to sound supportive and to say clearly what premium unlocks.

The homepage banner, localized in French, English, Spanish and Hindi.

4. Test offers and layouts market by market.
We designed at least four paywall variants in RevenueCat. They varied the offer and the layout, with different content blocks such as parent reviews or feature lists. Each variant was localized for its market.

Impact (90 days)

9.2% conversion from the homepage banner to subscription. Before, 0.25% of active users subscribed, when premium only appeared at sign up.
Premium became visible and consistent across the app, in four languages.
No support tickets about the change. A few negative App Store reviews about the banner, which could not be dismissed.

A note on the numbers: the two rates do not use the same base. 0.25% is measured on all active users, 9.2% on parents who reached the banner. The banner sat on the homepage, so the two groups overlap heavily, but I left before measuring the overall rate after launch.

Impact (90 days)

9.2% conversion from the homepage banner to subscription. Before, 0.25% of active users subscribed, when premium only appeared at sign up.
Premium became visible and consistent across the app, in four languages.
No support tickets about the change. A few negative App Store reviews about the banner, which could not be dismissed.

A note on the numbers: the two rates do not use the same base. 0.25% is measured on all active users, 9.2% on parents who reached the banner. The banner sat on the homepage, so the two groups overlap heavily, but I left before measuring the overall rate after launch.

PostHog funnel: premium banner, paywall, subscription.

Lessons

1. Visibility has a cost.
The banner could not be dismissed: a business call to maximize visibility. It worked, but some parents found it pushy. Today I would push earlier to test a dismissible or less frequent version.

2. Measure guardrails from day one.
We tracked conversion closely, but not retention or churn. In health, a sale that erodes trust is not a win.

3. Fix the metric and its base before launch.
Comparing like with like makes results easier to trust and to act on.