Dogo – Dog Training App, Paywall Optimization
Applica: Designing for Growth
Project
Dogo is revolutionizing the way people raise and train their dogs. The app offers professionally tailored programs for dog parents that are curated by experienced dog trainers and veterinarians. Users can also exchange their experiences with other dog parents and share videos and pictures of their pets.
Analysis and Value Communication Strategy
We conducted an in-depth product audit to identify key messaging improvements, followed by targeted research to understand how to effectively communicate the unique benefits of Dogo’s features.
We refined the paywall experience to resonate with specific user segments —puppy owners and experienced dog parents—addressing their distinct needs and goals.
This segmented approach allowed us to better align Dogo’s offerings with the unique journeys of diverse dog parents.
MaxDiff Research
The next step was to quantify which value propositions matter most to users. MaxDiff survey is an effective tool for prioritizing user preferences. It allows to understand which product benefits are most valuable, providing clear direction for personalization.
Paywall Redesign Result
We redesigned the paywall to enhance value communication, highlighting benefits like stronger pet bonding. By tailoring messaging for each segment—puppy owners and experienced dog parents—we addressed specific concerns, such as potty training for puppies and monitoring health for older dogs, making the premium benefits more relevant and explicit for every user.
Process and Versions
Before we achieved the final result, we went through numerous iterations and explored a variety of creative approaches. Each version brought new insights, and each adjustment brought us one step closer to the best possible outcome.
This careful process of refinement and exploration helped us create something truly impactful and effective ☻︎
A/B Test Results
By focusing on distinct user segments—puppy and adult dog parents—we crafted paywall messaging and visuals that addressed the unique needs and motivations of each group.
This personalized approach helped users see the relevance of Dogo’s premium features for their specific situations.
Whether it’s essential training for puppies or health tracking and advanced activities for adult dogs.
