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.

Project description

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

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

Problem

Learners could only buy courses individually. Domestika needed a model that encouraged continuous learning and created stronger connections between learners and the platform. Our hypothesis: a subscription would boost (and evolve) course consumption as well as increase engagement

Company

Domestika

Scope

Brand & product design

Product design &
brand

Team

Cross-functional collaboration with Product, Growth and Devs

Cross-functional collaboration with Devs, Product and Growth team

01. Shaping the experience

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.

Given Domestika’s scale (millions of daily users) the challenge was to introduce a subscription model without disrupting established flows. I relied on available data, insights from customer support, and lightweight prototypes to validate concepts with users.

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

The online learning industry was becoming defined by subscription models.
Platforms like Crehana and Masterclass shaped new expectations for students.
They wanted continuous access, flexibility, and ongoing value.

My role as designer was to help define how this shift could translate into a seamless product experience. Through user insights and competitive research, I identified key friction points that made it difficult for learners to understand and connect with the value of a subscription. The challenge was not only to simplify the journey but also to integrate PLUS into the platform in a way that felt intuitive and brand consistent.

This was a task (given the scale of the project), that required strategic design thinking and close collaboration within teams to ensure PLUS was not just an add-on, but a meaningful part of the Domestika experience.

03. Design solutions

My focus was on making PLUS feel like a natural extension of Domestika, both in product experience and brand expression. Also create that WOW effect on already subscribed users.

I defined a design approach that reinforced the brand while creating new content blocks such as the user profile and course card, credit tokens, checkout flow... These elements were carefully integrated into the existing user interface so the subscription would feel cohesive.

I also supervised the creation of key product areas, including entry points in navigation, landing pages, and promotional elements.

The guiding principle was to integrate PLUS in a clean yet impactful way, creating a consistent experience that reinforced the brand.

04. Results

After launch, the first iteration delivered strong results: over 17,000 unique users visited the new landing page, and checkout completion increased where PLUS was made visible within the course card and purchase flow.

User surveys also showed an 8% lift in overall satisfaction, with many highlighting the clarity of value and smoother checkout process as key improvements.

These outcomes validated our design decisions and gave the green light to expand PLUS from web to iOS and Android.

For me, the most rewarding part was seeing how thoughtful design integration not only elevated the brand experience but also drove measurable impact on both user engagement and business growth.