WowPlay, a STEM subscription box for children, had strong engagement on social but suffered drop-offs in its mobile purchase funnel. I was brought in to rearchitect the end-to-end mobile journey—identifying friction points and rethinking how families subscribe based on age, interest, and gifting occasions.

Working cross-functionally with their digital growth agency, I led the UX strategy and design for a streamlined onboarding and purchase experience. This included:

• A personalized quiz flow to tailor product selection
• A simplified subscription breakdown that clarified value
• Conversion-focused UI patterns optimized for mobile behavior

The result: reduced abandonment at key decision stages, stronger emotional alignment with parents’ buying motives, and a measurable lift in completed checkouts.