Product case

Increasing conversion to paid plans in a SaaS product

AI-powered app for video monitoring and home security

Context

Visory by Tapnetic LLC is an AI-powered service that turns a smartphone into a video surveillance camera. One device acts as a camera, while another is used as a viewing screen.

The app is positioned as a simple and accessible solution for monitoring children, elderly people, pets, and home security without the need to purchase additional hardware.

The product supports motion and sound detection, alerts, night mode, cloud storage, privacy features, easy setup via QR code, and AI-based event recognition. The app has millions of installs on Google Play and the App Store.

How we start it

Starting point

Initially, the onboarding briefly explained only the core feature, while the full set of capabilities was revealed on the payment screen. However, users do not read long texts and often didn’t understand what exactly they were paying for.

Splash Screen

Onboarding

Paywall

Problem

No matter how good the product is, without a strong onboarding flow and a clear payment screen, it won’t sell itself.

Hypothesis 1

Refresh the onboarding by adding questionnaire-based personalization and 3D illustrations to make the experience more engaging and emotionally appealing.

Hypothesis 2

Redesign the paywall by focusing on value, security, and social proof in order to simplify the decision to pay.

Stage 1

Onboarding

After the splash screen, users previously saw only a single screen describing the main feature, while all other capabilities were hidden behind the paywall.

I proposed moving key benefits into the onboarding and presenting them clearly and visually. Additionally, I introduced a short questionnaire about how the app would be used. This personalization element helped build trust and created the feeling that the product already understands the user and adapts to their needs.

Изначально онбординг был шаблонным: пользователю показывали список функций и переход к paywall. Конверсия в оплату была низкой.

Я выдвинул гипотезу о персонализации через анкету в онбординге: спросить пользователя, как человек будет использовать сервис и что для него важно. После ответов пользователь видел сообщение о том, что приложение «настраивается под него» и это дало эффект вовлечённости: человек видел, что продукт понимает его задачу.

We briefly showcase the core capabilities of the app in a clear and visual way. Each screen highlights a specific feature: night vision, motion detection, and sound recognition.

Коротко показываем ключевые возможности приложения. Ярко и наглядно.

Каждый экран выделяет отдельную фичу: ночное видение, распознавание движения и звуков.

Коротко показываем ключевые возможности приложения.
Ярко и наглядно.

Каждый экран выделяет отдельную фичу: ночное видение, распознавание движения и звуков.

Short questionnaires help make the experience feel personal. Users answer a few simple questions, and the app “adapts” to them.

This builds trust and reinforces the feeling that the product is ready to solve their specific problem.

Короткие анкеты помогают сделать опыт персональным, пользователь отвечает на пару простых вопросов, приложение само "подстраивается".

Это вызывает доверие и ощущение, что продукт готов к решению задач.

We also ask users to define the camera. This creates a sense of involvement and signals that the app is already starting to work and personalize the experience.

+ 24%

increase in conversion to the paywall

After introducing personalization

≈ 13,4 %

payment conversion rate

итоговая конверсия в оплату

About one in 8 users converts

Почти каждый восьмой пользователь совершает оплату.

Stage 2

Paywall

Previously, the payment screen was overloaded with text and details. Users didn’t clearly understand why they should pay and often dropped off at this step.

I proposed a complete redesign of the paywall:
– focus on security and value
– add social proof
– simplify plan selection
– introduce a Freemium CTA directly in the primary button.

This helped create a sense of clarity, transparency, and simplicity around the subscription decision.