Google Play was launching a subscription service for access to hundreds of games and apps, and they asked me to figure out how to make it clear to users.

I’d recently completed an overhaul of Play’s subscription flows (a story for another day), so I could build off of that experience. The biggest challenge was convincing subscribers that they were getting their money’s worth, so I worked with a UX designer to highlight benefits in regular Play flows (such as app details pages) and improve discoverability through a dedicated Play Pass flow. We wanted to create a dedicated entry point in the main nav, and fortunately the feature was a big enough focus for Play leadership that we made it happen.