Subscription model
Project Info
Team
2 UX/UI Designers
23Developers: 1 Front, 2 Back
1 Product Owner
1 Customer Support
Duration
2 quarters
Challenge
Another major challenge was to introduce a subscription model attractive enough for families to pay for it, allowing us to diversify the app’s monetization. Until then, Familiados only monetized through a 16% commission on each booking made via the app. The subscription model was launched for both families and professionals. In this project, I again worked exclusively on the family app flow.
Discovery
The first phase focused on researching subscription models used by competitors and similar businesses. This analysis resulted in a list of around 10 potential features that could be included in a subscription.
We then ran a focus group with five families who had previously used Familiados to find care for a family member (children, parents, siblings, etc.). The goal was to validate and prioritize those potential features. Out of the initial ten, four clearly stood out, and we ultimately decided to launch with four core features:
Unlimited professionals per job offer
See all professionals who apply to your job offer.
Unlimited chat with professionals
Chat with any professional you want, with no limitations
Ability to read introduction messages
Read the introduction messages sent by professionals.
Flexible, non‑recurring payment model
Access a one-time payment subscription model with different durations: 1 week, 1 month, or 1 year, with no automatic renewal.
Delivery · Design Solution
We worked on an MVP (family and professional views) that development could deliver within one month, with the intention of iterating later based on real usage data. My responsibility was again focused on the family flow.
Limited vs. unlimited professionals per offer
On the recommendation screen where families see professionals who have applied to a job offer we implemented the professional limit.
Free model: Families could see only the first three professionals who applied. The rest were hidden. We added a section explaining how many additional professionals had applied, along with a CTA to view them. This CTA opened a modal explaining Familiados Premium and its benefits, and then redirected users to the subscription landing page.
Premium model: Families could see all professionals who applied to their offer, along with access to all other premium features (chat, messages, etc.).
Ver todas las candidatas
¿Pocas candidatas? Se han apuntado 6 candidatas más.
Hola! Me llamo Laura y me gustaría presentarme... Leer mensaje personal
¡Ya tienes candidatas!
€/h
10
€/h
10
€/h
11
Chat
Chat
Chat
Laura
Accede a todas tus candidatas desde 3,99€
O chatea gratis con las 2 candidatas que se apunten primero.
PREMIUM
Todas candidatas
Chat sin límites.
Desde 3,99€. Pago único.
FREE
Límite de candidatas
Límite de 2 chats.
GRATIS.
Acceder a todas mis candidatas
Hola! Me llamo Laura y me gustaría presentarme... Leer mensaje personal
¡Ya tienes candidatas!
€/h
10
€/h
10
€/h
10
€/h
10
€/h
10
€/h
11
Chat
Chat
Chat
Chat
Laura
€/h
12
Unlimited chat with professionals
Chat entry points existed in three different areas of the app, so we designed flows for each:
Recommendation screen: In the free version, families could only chat with the first two professionals who applied. For the third, the chat button appeared disabled. Tapping it opened a modal focused specifically on the chat as the main value driver. During the focus group, chat was clearly identified as the strongest motivation to pay, so we intentionally centered the upsell on this feature.
Ver todas las candidatas
¿Pocas candidatas? Se han apuntado 6 candidatas más.
Hola! Me llamo Laura y me gustaría presentarme... Leer mensaje personal
¡Ya tienes candidatas!
€/h
10
€/h
10
€/h
11
Chat
Chat
Chat
Laura
Chat sin límites, con Premium
Chatea directamente con cualquier profesional de Familiados.
Ver planes Premium
4+
3+
5+
Miren
Daniel
Belén
Gabriela
PRO
Ana
PRO
Patricia
PRO
Todos
Mayores
Hogar
Niños
PRO
5.0
3 opiniones
Raquel
Educación Infantil
Niños | Mayores | Hogar
12
€/h
Perfil
Chat
Todos
Mayores
Hogar
Niños
Libertad
Rubén
Raquel
David
PRO
Chat sin límites, con Premium
Chatea directamente con cualquier profesional de Familiados.
Ver planes Premium
O lanza una búsqueda abierta para conocer la disponibilidad de cuidadores cercanos.
Lanzar búsqueda abierta
Map pins: From the map, families could also chat directly with professionals without filling out a form or waiting for applications. In the free version, this option was restricted. The chat button was not shown as disabled to encourage interaction and discovery of the subscription model, since new users tended to explore the map more than publish offers. If tapped, a modal explained the chat benefit and redirected to the subscription landing. Here, we also offered an alternative CTA to publish a job offer via the form, reducing frustration and increasing retention.
Professional profile: Accessed from the map or recommendation screen, families could chat with professionals. In the free version, chat was restricted only when the profile belonged to the third applicant or when accessed directly from the map. If the professional was the first or second applicant, chat remained available. The upsell flow followed the same logic as other chat restrictions.
Sobre mí
Soy una chica muy responsable, divertida y apasionada en todo lo que hago. Me encantan los niños y verles felices 🍭
Alta perfil · Julio 2022 +info
Chatear con Raquel
Raquel
· 29 likes
5.0 · 16 recomendaciones
Última conexión · Hoy
Pamplona
Educación Infantil
Chat sin límites, con Premium
Chatea directamente con cualquier profesional de Familiados.
Ver planes Premium
O lanza una búsqueda abierta para conocer la disponibilidad de cuidadores cercanos.
Lanzar búsqueda abierta
Reading introduction messages
The client cannot read the full introduction message. Only a short preview is shown on the recommendation screen, displayed below the professional’s profile. When users tap the CTA to read the full message, a modal appears explaining Familiados Premium, and the CTA redirects them to the subscription landing page.
+ 6 candidatas
¿Pocas candidatas? Se han apuntado 6 candidatas más.
Hola! Me llamo Laura y me gustaría presentarme... Leer mensaje de presentación
¡Ya tienes candidatas!
€/h
10
€/h
10
€/h
11
Chat
Chat
Chat
Laura
Accede a todas tus candidatas desde 3,99€
O chatea gratis con las 2 candidatas que se apunten primero.
PREMIUM
Todas candidatas
Chat sin límites.
Desde 3,99€. Pago único.
FREE
Límite de candidatas
Límite de 2 chats.
GRATIS.
Acceder a todas mis candidatas
: When clients tap the button to read the introduction message, they can see the full message written by the professional. From there, they are given the option to reply, which takes them directly to the chat. The professional’s message is displayed in the conversation, allowing clients to start the interaction seamlessly.
Hola! Me llamo Laura y me gustaría presentarme... Leer mensaje personal
¡Ya tienes candidatas!
€/h
10
€/h
10
€/h
10
€/h
10
€/h
10
€/h
11
Chat
Chat
Chat
Chat
Laura
€/h
12
Mensaje de Laura
“Hola! Me llamo Laura y me gustaría presentarme. He visto que buscáis ayuda para cuidar a un niño con TDAH.
Desde hace 5 años trabajo en un centro en el que damos apoyo a familias con niños que tienen necesidades especiales y creo que podría encajar con lo que necesitáis.”
Responder a Laura
Desde aquí puedes iniciar una conversación de chat con Laura para conoceros mejor.
Oferta #23685
C/Ágreda Nº20... | 12 Jun 10:00-13:30... | 80€
Laura
Reservar
No recurring subscription
One clear insight from the focus group was that families did not want long‑term commitments or automatic renewals. Many said they would only need the app for a specific situation, while others anticipated more recurring needs.
Based on this, we launched three one‑time payment plans:
· Weekly: For families with urgent, short‑term needs.
· Monthly: For families who needed more time to evaluate options and coordinate with other family members.
· Yearly: For families with ongoing or recurring care needs.
All plans offered the same features; the only difference was the duration of access.
1 semana
3,99€
Pago único. Sin suscripciones.
Empezar
9,99€
Equivale a 2,5 €/semana
Empezar
1 año
29,99€
Equivale a 0,57 €/semana
Empezar
Datos y resultados
After launching Familiados Premium for families, we monitored performance for one month. The most relevant results were:
8.25% conversion to Premium
Out of 2,000 job offers published that month, 8.25% of families upgraded to Premium.
x2 increase in bookings
Completed bookings through the app increased by 135%.
Weekly Plan dominance
he weekly plan accounted for 63.3% of sales, followed by the monthly plan (36.67%) and the yearly plan (2.8%).
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Project Info
Team
2 UX/UI Designers
3 Developers: 1 Front, 2 Back
1 Product Owner
Duration
2021 · 2 meses
Challenge
The goal of this project was to improve the search experience and make it more intuitive. To achieve this, we explored more visual and user‑friendly ways of navigating information and ultimately decided to introduce an interactive map that allowed users to see caregivers and job offers geolocated.
Familiados is an app that connects families with caregivers, while also helping care professionals find work. At that time, the only way to browse job offers or professional profiles was through a simple list with no filtering options: users could not search by location, type of care, type of job, or other relevant criteria. This caused friction on both sides of the platform. Families struggled to find the right caregiver, and professionals found it difficult to identify nearby or suitable opportunities.
Business Goals
Help families find the perfect professional
We wanted to offer families as much relevant information as possible about caregivers, enabling them to find the professional who best matched their needs.
x2 number of published job offers
From a metrics perspective, our objective was to grow the platform. We wanted families to feel encouraged to publish more job offers, increasing overall traffic and activity.
Delivery · Design Solution
We worked on an MVP (covering both app views: families and professionals) that the development team could realistically deliver in one month, so we could launch quickly and iterate later using metrics, session recordings, and user feedback. In this project, I worked specifically on the family flow.
For the family app view, we added a new tab in the main menu that led directly to the map. Since this was an MVP and development time was limited, we couldn’t implement automatic geolocation. Instead, when users accessed the map, we showed a modal asking them to manually enter their location so we could display nearby caregivers.
Within the map experience, we designed several key functionalities:
· Caregiver pins on the map: Each pin represented a caregiver. When tapping on a pin, users saw a card with the most relevant information about that caregiver. From this card, they could either visit the professional’s profile or start a conversation directly in the app’s chat.
· Filters: Families could filter caregivers by type of professional, such as childcare, elderly care, and other specializations.
· Job offer form integrated into the map: In Familiados, families can also fill out a form describing their needs. This form becomes a job offer that professionals can apply to. We wanted to keep this option within the map to maximize conversion, so we added a CTA: “Ask nearby caregivers”, which redirected users to the form. Once users entered their location, we saved it and also added a re‑center on location feature. This allowed users to easily return to their main location if they had moved around the map or explored caregivers in other areas, without having to re‑enter their address.
We also reworked the family home screen, which previously only displayed a list of caregivers:
· Nearby professionals carousel: We added a carousel of professionals ordered by proximity. Users could see their photo, and tapping on it took them to the professional profile.
· Hybrid approach: Since the map was a new feature and many families were already familiar with using the form, we opted for a hybrid solution. On one hand, we introduced the map and encouraged exploration; on the other, we maintained the option to fill out the form.
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Educación Infantil
Autismo · TDAH
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