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The journey to creative growth

Crafting Domestika PLUS. A subscription model

to drive engagement and value.

Crafting Domestika PLUS. A subscription model to drive engagement and value.

Problem

Domestika’s growth relied on one-off course purchases, which limited repeat engagement and continuous learning. Users consumed courses in with no clear structure or incentive to return, weakening habit formation and long-term value.

Domestika, an online learning platform for creatives, needed to evolve from a one-time course purchase model to a scalable subscription. The result: Domestika PLUS

Solution

Design and launch Domestika PLUS, a subscription focused on enabling continuous learning. PLUS was integrated directly into discovery, course cards, and checkout, so users could clearly understand its value at the moments where learning and purchase decisions happened.

Design and launch Domestika PLUS, a subscription focused on enabling continuous learning. PLUS was integrated directly into the experience, so users could clearly understand its value at the moments where learning and purchase decisions happened.

Metrics

17K unique users on landing

17K unique users

+1.7% subscription conversion

+1.7% subscription rate

+12% subscription CTR

Team

Product, Growth

and Engineering

01. Shaping the experience

I collaborated closely with Product, Engineering, and Design to define how a subscription model could fit naturally within the Domestika ecosystem.

My role focused on framing the problem, defining user needs, and setting the design direction for PLUS. Given Domestika’s scale, introducing a subscription required minimizing disruption to existing behaviors and flows.

Early analysis showed that a large share of users completed a course within a short timeframe but rarely returned to start another one, with repeat course purchases concentrated in a small segment of highly engaged learners. Combined with recurring questions from customer support around what to take next, this pointed to a clear gap in continuous learning.

I used these signals, along with competitive benchmarks and lightweight prototypes, to validate assumptions and refine how subscription value was communicated.

I collaborated with a cross-functional team
of engineers, a product manager and another designer to bring this experience to life.

My role focused on framing and leading the design approach, defining user needs, and shaping how PLUS could naturally fit within the Domestika ecosystem.

02. Opportunity

As subscription models became standard in online learning, user expectations shifted toward continuous access and clearer learning paths.

The opportunity for Domestika was not just to add a subscription, but to support learning as an ongoing journey. Research indicated that many users were unsure what to learn next or how courses connected over time, creating a gap where a subscription could provide structure and progression.

The design challenge was to translate this into an experience that felt intuitive and on brand. PLUS needed to appear at the right moments, reinforce its value through use, and complement existing purchase flows rather than replace them, positioning it as a natural part of the Domestika experience.

03. Design solutions

The goal was to make PLUS feel like a natural extension of Domestika, both in product experience and brand expression, while clearly differentiating it as a premium offering.

I defined a design approach focused on integration rather than disruption. Instead of introducing a separate subscription surface, PLUS was embedded into existing touchpoints such as course cards, user profiles, and checkout. This allowed users to understand subscription value within familiar contexts, reducing friction and decision uncertainty.

To support this, I worked on new interface components and content blocks aligned with Domestika’s visual system, extending the design language without breaking consistency. Entry points across navigation, landing pages, and promotional surfaces were designed to reinforce value progressively instead of relying on a single conversion moment.

The guiding principle throughout was clarity and restraint. PLUS needed to be visible and desirable, while remaining secondary to the learning experience itself.

04. Results

The first iteration of Domestika PLUS showed clear traction across acquisition, conversion, and engagement.

The new landing page attracted more than 17,000 unique users, and checkout completion increased in flows where PLUS was integrated into course cards and the purchase journey. Early performance reached a low single-digit subscription conversion rate, in line with expectations for a new model, with retention remaining strong after the first billing cycle.

A/B tests confirmed higher click-through and completion rates when subscription value was clearly communicated. User surveys reflected this impact, with an 8% increase in overall satisfaction. These results validated the approach and enabled the expansion of PLUS from web to iOS and Android.