Fanvue
Driving Growth Through Design Experiments at Fanvue
Design-led experimentation across acquisition, conversion, and monetization
Growth Experiments
Platform / Product Growth
Monetization
Date:
Dec 2024 - Today
Project Type:
Growth Experiments · CRO & Monetization
Role:
Growth Designer · Senior Product Designer
Team:
Head of Growth, 2 Engineers, 2 Marketing, 1 Data Analyst, QA
Responsibilities:
Growth Strategy & Experimentation
Data-Informed Design Decisions
Experiment Design & Validation
UX & Conversion Optimization
Context
Myself and the Head of Growth (company Co-Founder) created the Growth Hacking team being initially just the 2 of us. Fanvue was in a phase of rapid growth, with increasing pressure to scale acquisition, conversion, and monetization simultaneously. Design had an opportunity to act as a growth lever, not just by shipping UI improvements, but by structuring experiments, clarifying hypotheses, and accelerating learning cycles across the funnel.
The Problem
Lack of structured experimentation
Creator actions contained drop-offs that weren’t fully understood or prioritized.
Design impact was hard to quantify. Validation was often unclear.
Fanvue
Driving Growth Through Design Experiments at Fanvue
Design-led experimentation across acquisition, conversion, and monetization
Growth Experiments
Platform / Product Growth
Monetization
Date:
Dec 2024 - Today
Project Type:
Growth Experiments · CRO & Monetization
Role:
Growth Designer · Senior Product Designer
Team:
Head of Growth, 2 Engineers, 2 Marketing, 1 Data Analyst, QA
Responsibilities:
Growth Strategy & Experimentation
Data-Informed Design Decisions
Experiment Design & Validation
UX & Conversion Optimization
Context
Myself and the Head of Growth (company Co-Founder) created the Growth Hacking team being initially just the 2 of us. Fanvue was in a phase of rapid growth, with increasing pressure to scale acquisition, conversion, and monetization simultaneously. Design had an opportunity to act as a growth lever, not just by shipping UI improvements, but by structuring experiments, clarifying hypotheses, and accelerating learning cycles across the funnel.
The Problem
Lack of structured experimentation
Creator actions contained drop-offs that weren’t fully understood or prioritized.
Design impact was hard to quantify. Validation was often unclear.
Fanvue
Driving Growth Through Design Experiments at Fanvue
Design-led experimentation across acquisition, conversion, and monetization
Growth Experiments
Platform / Product Growth
Monetization
Date:
Dec 2024 - Today
Project Type:
Growth Experiments · CRO & Monetization
Role:
Growth Designer · Senior Product Designer
Team:
Head of Growth, 2 Engineers, 2 Marketing, 1 Data Analyst, QA
Responsibilities:
Growth Strategy & Experimentation
Data-Informed Design Decisions
Experiment Design & Validation
UX & Conversion Optimization
Context
Myself and the Head of Growth (company Co-Founder) created the Growth Hacking team being initially just the 2 of us. Fanvue was in a phase of rapid growth, with increasing pressure to scale acquisition, conversion, and monetization simultaneously. Design had an opportunity to act as a growth lever, not just by shipping UI improvements, but by structuring experiments, clarifying hypotheses, and accelerating learning cycles across the funnel.
The Problem
Lack of structured experimentation
Creator actions contained drop-offs that weren’t fully understood or prioritized.
Design impact was hard to quantify. Validation was often unclear.
Fanvue in Numbers
Fanvue is a rapidly growing creator economy platform headquartered in London, enabling paid exclusive content distribution and innovation in AI-powered creator tools. In early 2026, the company announced a $22M Series A and a $100M+ annualised run rate, signaling strong market traction and increasing complexity in content moderation and compliance.
Fanvue is a rapidly growing creator economy platform headquartered in London, enabling paid exclusive content distribution and innovation in AI-powered creator tools. In early 2026, the company announced a $22M Series A and a $100M+ annualised run rate, signaling strong market traction and increasing complexity in content moderation and compliance.
Fanvue is a rapidly growing creator economy platform headquartered in London, enabling paid exclusive content distribution and innovation in AI-powered creator tools. In early 2026, the company announced a $22M Series A and a $100M+ annualised run rate, signaling strong market traction and increasing complexity in content moderation and compliance.
+
200k
Creators on Fanvue
+
200k
Creators on Fanvue
+
200k
Creators on Fanvue
+
5M
Monthly Unique Visitors
+
5M
Monthly Unique Visitors
+
5M
Monthly Unique Visitors
+
17M
Monthly Website Visits
+
17M
Monthly Website Visits
+
17M
Monthly Website Visits
$
100M
ARR
$
100M
ARR
$
100M
ARR
My Role & Scope
My scope included:
Identifying high-impact growth opportunities across the funnel
Translating hypotheses into testable design experiments
Designing, shipping, and validating experiments with measurable outcomes
Partnering closely with Product, Engineering, Marketing, and Data
My scope included:
Identifying high-impact growth opportunities across the funnel
Translating hypotheses into testable design experiments
Designing, shipping, and validating experiments with measurable outcomes
Partnering closely with Product, Engineering, Marketing, and Data
As a Growth Designer, I operated across multiple initiatives, designing, shipping, and validating growth experiments that informed product and monetization decisions.
How This Case Study Is Structured
This case study showcases a selection of design-led growth experiments shipped at Fanvue among the 100+ I designed in the course of a year. Each experiment includes:
The hypothesis behind the change
What was tested
My design contribution
The outcome or learning
This case study showcases a selection of design-led growth experiments shipped at Fanvue among the 100+ I designed in the course of a year. Each experiment includes:
The hypothesis behind the change
What was tested
My design contribution
The outcome or learning
The focus is on decision-making and impact, not final screens.
Creator Onboarding Funnel Optimization
Context
Becoming a creator is Fanvue’s most critical activation moment. The onboarding funnel showed significant drop-off across multiple steps, leading to lost creator supply and delayed monetization.
Becoming a creator is Fanvue’s most critical activation moment. The onboarding funnel showed significant drop-off across multiple steps, leading to lost creator supply and delayed monetization.
Hyphotesis
If we reduce confusion, perceived risk, and unnecessary commitment at individual onboarding steps, more users will complete onboarding and successfully become creators without requiring a full flow redesign.
If we reduce confusion, perceived risk, and unnecessary commitment at individual onboarding steps, more users will complete onboarding and successfully become creators without requiring a full flow redesign.
Control
Variant
We changed the steps order and then ran a series of targeted step-level experiments within the new onboarding flow, focusing on the highest drop-off and risk points.
We changed the steps order and then ran a series of targeted step-level experiments within the new onboarding flow, focusing on the highest drop-off and risk points.
AI Creator Declaration Step
Problem
Creators were confused about whether they qualified as AI creators, leading to hesitation and misclassification.
Creators were confused about whether they qualified as AI creators, leading to hesitation and misclassification.
Change
Clarified copy. We made it a binary decision. The person/ creator is either a real person or was created using digital tools.
Clarified copy. We made it a binary decision. The person/ creator is either a real person or was created using digital tools.
Impact
+1.2% increase in step completion
+16% increase in creators correctly declaring AI content
+1.2% increase in step completion
+16% increase in creators correctly declaring AI content
Why it mattered
Reduced downstream moderation risk without hurting onboarding completion.
Reduced downstream moderation risk without hurting onboarding completion.
Content Type Selection Step
Problem
Creators struggled to understand what type of content they were expected to create.
Creators struggled to understand what type of content they were expected to create.
Change
Minimized content categories to a binary decision. The most important thing for our system and tagging creators is to know if a creator creates adult content or not.
Minimized content categories to a binary decision. The most important thing for our system and tagging creators is to know if a creator creates adult content or not.
Impact
+2.5% onboarding step completion
+45% increase in creators selecting NSFW content when applicable
+2.5% onboarding step completion
+45% increase in creators selecting NSFW content when applicable
Why it mattered
More accurate content categorization improved discovery and monetization alignment while increasing overall onboarding completion.
More accurate content categorization improved discovery and monetization alignment while increasing overall onboarding completion.
Profile Picture Requirement Removal
Problem
Requiring a profile picture during handle creation introduced unnecessary friction early in the onboarding flow.
Requiring a profile picture during handle creation introduced unnecessary friction early in the onboarding flow.
Change
Removed the mandatory profile picture requirement from the handle creation step.
Removed the mandatory profile picture requirement from the handle creation step.
Impact
+1.5% increase in step completion
No negative impact on downstream “Become a Creator” conversion
+1.5% increase in step completion
No negative impact on downstream “Become a Creator” conversion
Why it mattered
Lowered early commitment friction and allowed creators to progress faster without sacrificing profile quality later.
Lowered early commitment friction and allowed creators to progress faster without sacrificing profile quality later.
Verify Identity (KYC Entry)
Problem
Creators perceived identity verification as risky and time-consuming, leading to drop-off before starting
Creators perceived identity verification as risky and time-consuming, leading to drop-off before starting
Change
Reframed the step with clearer trust signals, simplified copy, and reassurance around speed and data safety.
Reframed the step with clearer trust signals, simplified copy, and reassurance around speed and data safety.
Impact
+4.3% increase in KYC step starts
Experiment was statistically significant and exceeded target
+4.3% increase in KYC step starts
Experiment was statistically significant and exceeded target
Why it mattered
Earlier KYC engagement increased the pool of monetizable creators and reduced delays to first earnings.
Earlier KYC engagement increased the pool of monetizable creators and reduced delays to first earnings.
Subscription Price Setup
Problem
Creators hesitated when asked how much fans will pay them. Does this include tips, sales, different subscription types?
Creators hesitated when asked how much fans will pay them. Does this include tips, sales, different subscription types?
Change
Improved copy clarity and positioned pricing as adjustable later, reducing perceived commitment risk.
Improved copy clarity and positioned pricing as adjustable later, reducing perceived commitment risk.
Impact
+0.96% increase in step completion
No negative impact on downstream conversion
+0.96% increase in step completion
No negative impact on downstream conversion
Why it mattered
Reduced psychological friction at a high-stakes step without constraining future pricing flexibility.
Reduced psychological friction at a high-stakes step without constraining future pricing flexibility.
Referral Code Placement
Problem
Introducing the referral code too early distracted creators from completing onboarding.
Introducing the referral code too early distracted creators from completing onboarding.
Change
Moved the referral code entry later in the flow and reduced its visual prominence.
Moved the referral code entry later in the flow and reduced its visual prominence.
Impact
Neutral to positive impact on onboarding completion
No measurable downside to referral usage
Neutral to positive impact on onboarding completion
No measurable downside to referral usage
Why it mattered
Maintained referral functionality without interrupting the core activation path.
Maintained referral functionality without interrupting the core activation path.
Upsell Bundle After Subscription
Context
Users who had just subscribed showed high purchase intent, but the flow ended immediately after confirmation.
Users who had just subscribed showed high purchase intent, but the flow ended immediately after confirmation.
Hyphotesis
If a bundle upsell is introduced immediately after subscription, users will upgrade at a meaningful rate, increasing average revenue per subscriber without hurting the core conversion.
If a bundle upsell is introduced immediately after subscription, users will upgrade at a meaningful rate, increasing average revenue per subscriber without hurting the core conversion.
Change
Introduced a post-subscription upsell state
Framed bundles as a special offer
Kept the upsell optional to avoid pressure
Introduced a post-subscription upsell state
Framed bundles as a special offer
Kept the upsell optional to avoid pressure
Impact
13.7% of subscribers converted to the upsell
Increased fan spending without affecting initial subscription completion
13.7% of subscribers converted to the upsell
Increased fan spending without affecting initial subscription completion
Why it mattered
This validated the use of bundles and that expansion revenue is best captured after commitment, not before. It increased LTV while preserving trust and a clean subscription experience.
This validated the use of bundles and that expansion revenue is best captured after commitment, not before. It increased LTV while preserving trust and a clean subscription experience.
Moving Bundles into the Subscribe Dialog
Context
Bundles existed as a higher-value option, but were surfaced after the initial subscription decision. This meant users often committed to a base subscription without ever evaluating bundle value.
Bundles existed as a higher-value option, but were surfaced after the initial subscription decision. This meant users often committed to a base subscription without ever evaluating bundle value.
Hyphotesis
If bundles are introduced directly within the primary subscribe dialog, users will consider higher-value options at the moment of intent, increasing bundle adoption without hurting overall conversion.
If bundles are introduced directly within the primary subscribe dialog, users will consider higher-value options at the moment of intent, increasing bundle adoption without hurting overall conversion.
Impact
+73% increase in bundle subscriptions
No negative impact on overall subscription conversion
Shifted a significant share of users toward higher-value plans
+73% increase in bundle subscriptions
No negative impact on overall subscription conversion
Shifted a significant share of users toward higher-value plans
Impact
Bundles shown the first on subscription dialog instead of Creator profile page after subscription.
Bundles shown the first on subscription dialog instead of Creator profile page after subscription.
Why it mattered
This change moved bundles into the primary decision moment, aligning value discovery with user intent.
It increased average revenue per subscriber by fixing when bundles were shown, not just how they were designed.
This change moved bundles into the primary decision moment, aligning value discovery with user intent.
It increased average revenue per subscriber by fixing when bundles were shown, not just how they were designed.
Enhanced Subscription Dialog (Hierarchy & Bundles)
Context
The subscription dialog caused hesitation at the decision moment due to weak visual hierarchy and unclear option comparison.
The subscription dialog caused hesitation at the decision moment due to weak visual hierarchy and unclear option comparison.
Hyphotesis
If the subscription dialog improves visual hierarchy and option framing, users will commit more confidently, increasing subscription conversions.
If the subscription dialog improves visual hierarchy and option framing, users will commit more confidently, increasing subscription conversions.
Change
Clearer layout and typographic hierarchy
Stronger emphasis on commitment options (bundles)
More polished visual treatment aligned with creator value
This experiment focused on how choices were presented, not when they were introduced.
Clearer layout and typographic hierarchy
Stronger emphasis on commitment options (bundles)
More polished visual treatment aligned with creator value
This experiment focused on how choices were presented, not when they were introduced.
Impact
+6% paid subscriptions
+8% free trial starts
+6% paid subscriptions
+8% free trial starts
Why it mattered
This proved that clarity and framing, not price, were the primary conversion blockers, unlocking revenue without increasing discounts or complexity.
This proved that clarity and framing, not price, were the primary conversion blockers, unlocking revenue without increasing discounts or complexity.
Control
Variant
Rebrand Tips to Gifts
Context
Tipping creators was framed as a transactional action, which limited emotional engagement and average spend.
Tipping creators was framed as a transactional action, which limited emotional engagement and average spend.
Hyphotesis
If tipping is reframed as gifting, users will associate the action with emotional value rather than payment, increasing total tip revenue even if frequency decreases.
If tipping is reframed as gifting, users will associate the action with emotional value rather than payment, increasing total tip revenue even if frequency decreases.
Change
Rebranded tips as gifts across chat and post surfaces
Introduced more expressive, value-forward language
Shifted emphasis from transaction to appreciation
Rebranded tips as gifts across chat and post surfaces
Introduced more expressive, value-forward language
Shifted emphasis from transaction to appreciation
Impact
~11% increase in total tip revenue
Slight decrease in number of tips, offset by higher average value
~11% increase in total tip revenue
Slight decrease in number of tips, offset by higher average value
Why it mattered
By changing how users emotionally perceived the action, we increased revenue without adding friction or pushing more prompts.
By changing how users emotionally perceived the action, we increased revenue without adding friction or pushing more prompts.
