Gala AI - Improving the Pricing Model
Subscription redesign that increased high-tier subscription and ROAS.
Role:
Product Designer
Monetization & Growth
Higher Tier Plan Adoption
Project Overview
GALA is an AI image generation app acquired primarily through paid advertising, where early revenue and subscription quality are critical.
The pricing model had become complex: multiple tiers, overlapping features and unclear value communication.
Our goal was to simplify the structure and create a clearer upgrade path.
The Problem
A complex pricing structure was hurting clarity
Four subscription tiers
Confusing naming (Standard, Creator, Master, Immortal)
Overlapping features
Weak differentiation between plans
Limited pricing transparency
Users struggled to understand what they were paying for and why upgrading mattered.
3. Key Insight
Complexity wasn’t adding value
Data showed multiple plans offering nearly identical features.
The pricing ladder existed, but the value ladder didn’t.
Users had more options, but not better choices.
4. Strategy
We simplified the architecture
Reduced plans from four to three
Introduced clearer tiers: Plus, Gold, Platinum
Redistributed features to avoid overlap
Added unique value to each tier
Improved price visibility
5. Paywall Redesign
Making the value clear
We redesigned the paywall to:
Highlight differences between tiers
Show total pricing transparently
Encourage logical upgrades
New plans
Impact
Higher premium adoption
The new Platinum tier attracted significantly more users.
Increase in yearly commitments
Clearer tiers improved long-term subscriptions.
Improved acquisition efficiency
ROAS improved across Day 0, 7, 14 and 28.
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