The Mexican Paywall Experiment
Users love the app.
Not the Paywall.
The Problem
High installs.
Low conversions.
Big opportunity.
It started with a message from BetterSleep's Data Analyst showing that Mexico had one of the highest install rates, but one of the lowest conversion funnels.
Instead of jumping straight to design, I partnered with the Product Manager to reframe the problem: was it usability, pricing, or cultural behavior?
The Exploration
Is this a UX problem or cultural behaviour?
To understand what was really happening, I pulled together insights from our funnel data, market and competitors research, and user feedback — yes, including all the FigJam walls with thousands of sticky notes.
What emerged was clear: users in Mexico genuinely enjoyed the app, but recurring payments weren’t part of their comfort zone. Only about a third used credit cards, and most preferred e-wallets or prepaid options. That cultural context became the key to unlocking the right solution.
The Hypothesis
Framing the opportunity together
I led a short framing workshop with PMs, Data, and Marketing to align on possible directions, and map user pain points against business constraints. From there, we were ready to define our hypothesis:
If we offered a one-time payment alongside the subscription, users would feel more control, increasing trust and our conversion metrics.
We agreed to test two new paywall variants with localized pricing and copy.
UI exploration
Designing for trust and clarity
Once aligned, I explored multiple directions for the new paywall — focusing on clear pricing, transparent language, and simple payment options.
I iterated on layout, hierarchy, and localized copy in Spanish, making sure the tone felt conversational and culturally familiar.
I collaborated closely with developers to ensure the new variants stayed consistent with our Design System — and documented new components for future experiments.
Hi-fi decisions
Facing the Champion
This is where my background in graphic and UI design really came into play. The challenge was clear — I had to beat our all-time best-performing paywall (control). To do that, I rethought both the visuals and the user experience.
Visually, I replaced the moon background with patterns inspired by Mexican textiles, adding cultural resonance while keeping the UI fresh and authentic.
I started by crafting a benefit-focused headline and more conversational value props — more empathetic, human, and direct
The plan cards highlight their key advantage first, followed by a clear breakdown of details to build transparency and trust.
Each plan got its own button, making the action more obvious and reducing hesitation during selection.
The Variant B
Testing content impact vs. visual bias
We knew the new design introduced two major changes — content (new copy, layout, and clearer plan comparison) and visual direction (a localized, more vibrant background).
To understand which factor was actually influencing user behavior, I created a third variant — Variant B — which kept the original moon background but used the new copy and layout.
This helped us isolate the effect of content clarity from visual novelty. If Variant B performed close to Variant A, we’d know the success came from better communication, not just aesthetics.
Measuring Success
Variant A is the new champion!
Variant B’s performance confirmed that the content was the key driver of improvement, while visual direction still played a supportive role in emotional impact.
Next steps
Scalling the impact
Following the success in Mexico, we adapted and tested the approach in other key markets — localizing copy, payment options, and pricing to fit each region.
Beyond the revenue lift, this project reshaped how we approached experimentation: grounding design in local context, measurable data, and cultural empathy.
The insights from this work now inform our global paywall strategy.
Credits
About BetterSleep
BetterSleep is one of the world’s leading sleep and relaxation apps, helping over 70 million users improve their sleep with science-backed sounds, meditations, and stories.
The company is known for its strong data-driven culture, testing mindset, and deep collaboration between Design, Product, and Data to continuously improve user experience across global markets.
