Premium + Video Subscription

We identified a significant misalignment between our subscription offerings and evolving market expectations. While customer demand for stock video had increased, our high-cost pricing models remained cost-prohibitive for most creators. This gap forced users to seek affordable assets from competitors and prevented us from reaching our strategic goal of positioning video as a core, integrated part of the subscription experience.

As the lead product designer, I partnered with research, product, and engineering to develop Premium + Video, an all-access subscription that integrates images, vectors, and video into a single plan. Our team took a course in Continuous Discovery Habits, a framework focused on cross-functional product discovery, and adapted the learnings through activities including brainwriting, story mapping, and user research. Drawing on these activities, I designed the end-to-end experience, building on the familiar architecture of our existing plans to ensure a seamless transition for current subscribers. The result was a unified, multi-asset ecosystem that met the demand for affordable video access and established a market advantage our direct competitors had not yet addressed.

The product was launched through a phased global rollout and integrated pricing tests, generating over 7,000 orders within the first five months. This new plan proved to be a powerful acquisition engine, with 72% of orders coming from new or reactivated customers. It also successfully shifted user behavior, as 49% of existing customers who purchased the plan had no previous video history on the platform. That last number was particularly meaningful: the subscription model was not just retaining video buyers but converting image-only customers into multi-asset users for the first time. When music was added to the plan post-launch, the week of that announcement produced a 12% order lift and a 25% revenue increase, the highest weekly revenue the plan had achieved.