LEITURINHA PLANS, 2025
To achieve this result, I proposed an A/B test based on insights from usability testing.
By Abner Guedes
UPDATED ON JULY 13TH, 2025
3 MIN READ
Leiturinha is Brazil's largest book subscription club for kids. When I entered the company, digital product maturity was in its early stages. As a designer, I worked closely with product leaders and developers to impact product maturity.
The impact
105%
Conversion Rate Uplift
R$ 956
incremental revenue during the test period
2%
Reduction in Bounce Rate
The challenge
The landing page is where most of the subscriptions happen. Despite 92% of the sessions being on mobile devices, it had some overlooked usability problems.
While listening to real users, I understood that the main area of concern was the plans section, a crucial step where potential subscribers get to know the differences between plans and choose the one that fits their family. It is frequently the last step users take before converting to the checkout flow.
"I'm in doubt now. When you go to [the 3rd plan], it seems like there's nothing to the side. And here, for example, in [the 1st plan], you already see that you can go to the side."
– User, during an usability testing session
The solution
The solution involved creating a mobile-friendly card that adapts to different plan needs and has an organized information hierarchy that reflects users' mental model. I proposed two viable solutions that were tested against the baseline version.
The amount of books, the core feature of the subscription, became more prominent.
Pricing information was visually grouped with the main CTA.
I removed the frequency selector off the cards to make it a separate step and less overwhelming to users.
My role
As a product designer, I designed screens based on user research insight and kept track of implementation and testing results.
Process highlights
I organized and conducted usability testing sessions with 7 users with profiles representative of our subscribers base.
I involved stakeholders from different teams to observe the sessions, which generated insights and helped amplify the voice of the customer on other teams.
I discovered that the way the different subscription plans were displayed was not intuitive on mobile devices. Users had difficulty comparing the different options.
In addition to the plans section test, this research provided insights to the whole subscription process and helped prioritize a checkout improvement in the following quarter.
Check out other works:
