Abide

UX & Visual Design

Abide is a Christian meditation and wellness app with millions of downloads. I worked with their team on three connected design challenges: a dated premium subscription checkout that was hurting conversion, outdated App Store visuals that didn't reflect the current product, and a Meta ad campaign in need of a visual refresh.

Role

Tools

Type

UX & Graphic Designer

Figma, Adobe After Effects

Client work · Twigeo

The Challenge

The existing premium checkout screens were visually outdated and failed to communicate the value of upgrading clearly — leading to drop-off during the subscription flow. At the same time, the App Store presence didn't reflect the app's current UI, and ad creative wasn't resonating with the target audience. All three problems pointed to the same root issue: the visual experience wasn't keeping up with the product.

Premium subscription redesign

I started by auditing the existing checkout flow and reviewing subscription drop-off data alongside competitive examples from other wellness and meditation apps. The core problem was that the benefits of upgrading weren't visible enough — users were being asked to pay without understanding what they were getting. I redesigned the screens to lead with benefit visualisation, simplify the pricing structure, and make the call-to-action more prominent. The new designs went through A/B testing and multiple rounds of stakeholder feedback before being finalised.

App Store visual refresh

The existing App Store screenshots were showing UI from an older version of the app, which created a mismatch between what users expected and what they got after downloading. I audited the existing assets, selected the key features worth highlighting — the meditation player, content library, and progress tracking — and designed a new set of screenshot compositions that told a clearer, more consistent story about the app experience.

Meta ad campaign

Working from top-performing campaign copy and keyword data, I designed a new set of ad creatives for Meta. The visual direction leaned into calm, natural imagery — landscapes, quiet spaces — to match the meditative tone of the app. App UI screenshots were integrated into the ads to ground the creative in the actual product, and each ad set was designed with a clear, single call-to-action to reduce friction for new users.

Outcome

The three workstreams delivered a more consistent visual presence for Abide across the subscription flow, the App Store, and paid social. The redesigned checkout screens communicated premium value more clearly and modernised the visual design to align with current brand standards. The updated App Store assets gave potential users a more accurate picture of the product before downloading.

Reflection

This project was a good exercise in designing across touchpoints — checkout, App Store, and paid social all have different constraints and different user contexts, but they all need to feel like the same product. The biggest challenge was making the subscription value proposition feel genuine rather than salesy, which meant spending time understanding what Abide's existing users actually valued about the premium experience before designing anything.