Users were leaving

Cricut Design Space had over 5 million users, but many were leaving mid-session.
Not because the product was broken. Because it wasn't supporting how they actually worked.
Some left to find tutorials. Others left because they couldn't decide what to buy. Different behaviors, same outcome: drop-off.

I worked on two projects that addressed this problem from different angles.

Part 1: Video

Users were leaving to learn elsewhere

Users regularly left Design Space to watch tutorials on YouTube, TikTok, and Instagram. They opened new tabs, switched devices, and often lost their place.

Some never returned.

The product had no video content inside it. Every tutorial lived outside the experience.

What I learned

User research revealed a clear pattern:

• Tutorials were used before starting a project and during moments of friction

• Most users watched on a second device

• Many preferred having video visible while working

The insight was simple:

Users don't want a video library. They want guidance next to their work.

The decision that simplified everything

The initial plan was to integrate multiple platforms.

I reduced it to one: YouTube.

This was a deliberate product decision

• It matched the majority of user behavior

• It reduced engineering complexity

• It allowed us to validate the concept faster

The solution

I designed a video system that stays within the product:

• Video tiles integrated into the homepage

• Hover previews for quick scanning

• A persistent video player that follows users across pages

• Minimize and expand controls so tutorials remain visible while working

The tutorial no longer lived in another tab. It stayed with the user.

This feature is still live in Cricut Design Space today.

Outcome

Instead of leaving the product to learn, users could stay and continue their work.

The experience shifted from interruption to continuity.

Part 2: Subscriptions

Users were entering and exiting without confidence

Cricut Access is the core subscription product, but conversion and retention signals showed friction.
The issue was not the entire flow. It was what happened before and after the decision:

• Users entered without a clear understanding of value

• Users completed the flow without reinforcement of their decision

This created hesitation going in and weak confidence coming out.

Focusing on high-impact moments

Instead of redesigning the full subscription flow, I focused on two critical moments:

• The entry point, where users decide whether to start

• The post-purchase moment, where users evaluate their decision

These moments directly influence both conversion and activation. No changes were made to the pricing or checkout steps.

1. Entry point: Make value clear before commitment

Users were being asked to start a trial without fully understanding what Cricut Access offered. The original experience lacked clear, scannable value communication.

I redesigned the entry modal to:

• Clearly present the scale of the library

• Highlight tangible benefits instead of listing features

• Reduce uncertainty before entering the flow

This allows users to make an informed decision before committing.

2. Post-purchase: Reinforce the decision and drive action

After completing the flow, users reached a confirmation state that did not reinforce value or guide next steps. This is a critical moment where users subconsciously evaluate their decision. I redesigned the welcome experience to:

• Reinforce what is now unlocked

• Connect the subscription to real product usage

• Encourage immediate action inside the product

Humanizing the first moment of use

The welcome experience sets the tone for what users do next. I intentionally shifted the language to feel human, encouraging, and action-oriented. Instead of transactional confirmation, the experience introduces:

• A warm, conversational welcome

• Encouraging language aligned with creativity

• A clear, inviting CTA: Start Making

This reframes the moment from a completed purchase to a starting point.

What I changed

Stronger value communication: Users understand what they are getting before committing

Reduced uncertainty at entry: Clear benefits remove hesitation and increase willingness to start

Reinforced decision confidence: Users feel confident immediately after subscribing

Activation-focused design: The experience encourages users to begin creating right away

Results

25% increase in conversion rate

15% reduction in early drop-off

Improved activation signals post-subscription

What this taught me

Conversion is not only about helping users decide. It is about supporting them before and after that decision.

By strengthening entry and reinforcement moments, I improved both conversion and activation without redesigning the entire flow.

I designed the experience not to confirm a purchase, but to start a creative action.