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Leeaf · Decision Audit · Healthcare, fertility treatment

3 screens, one path to subscription.

Timeline

  1. Where it was stuck

    Buttons didn't go where they promised

    Both the home screen and the guide were meant to lead to the subscription. The links didn't go there, and the copy promised something other than what came next.

  2. Step 1

    What I looked at

    The home screen, the guide and the paywall. Every line of copy, every button, every transition.

  3. Step 2

    What I found

    17 changes of 6 types: copy, flow, structure, icon, polish, default.

  4. Result

    What the team received

    Screens with their spec side by side, a list of changes and an event plan for analytics.

At a glance

Client
Leeaf
Field
Healthcare, fertility treatment
Scope
3 screens · 17 changes · 13 events

I'll walk you through the full handoff on a call.

The path, before and after

3 links, 3 dead ends.

The user wanted to move on. The app didn't let her.

BeforeHomeAI Expert cardGuide“Select your plan”Paywall“Pay”Guide tabplan button“Explore more”promises differ from paywallreads like a product pickbenefits below the pricebottom nav leads awayAfterHomeExplore moreGuide“Set up your plan”Paywall“Start 7-day free trial”Guide tabSet up your plan“Explore more” BeforeHomeAI Expert cardGuide“Select your plan”Paywall“Pay”Guide tabplan button“Explore more”benefits below the pricebottom nav leads awayAfterHomeExplore moreGuide“Set up your plan”Paywall“Start 7-day free trial”Guide tabSet up your plan“Explore more”
didn't lead onleads ongoal

Screens in the original wireframe

Every change in its place.

As the team received them. Numbers on the phone match the list below it.

Screen 1

Home

  1. 1COPY AI benefits in the same words as the paywall.
  2. 2FLOW “Explore more” leads to the subscription.
  3. 3FLOW The Guide tab leads to the Guide screen.
  4. 4POLISH One spelling across the app (“Personalised”).

Screen 2

Guide

  1. 1COPY Done step: “Start yourJourney” is now “You've taken the first step”.
  2. 2ICON A download glyph reads as a to-do. Swap for a done mark.
  3. 3COPY “Select your plan” is now “Set up your plan”. A next step, not a product pick.
  4. 4COPY Supporting line rewritten, no em dash.
  5. 5FLOW The button leads to the subscription.

Screen 3

Paywall

You can scroll the paywall inside the phone.

  1. 1STRUCTURE No bottom nav, back only.
  2. 2STRUCTURE Benefits above the price.
  3. 3STRUCTURE Two pillars: the plan and AI Expert. The same on every screen.
  4. 4COPY “Pay” is now “Start 7-day free trial”, with the price per plan below.
  5. 5STRUCTURE Button on a solid white panel, always in reach.
  6. 6STRUCTURE Social proof at the decision point.
  7. 7DEFAULT Annual plan pre-selected.
  8. 8COPY Auto-renewal copy added.

Change map

The paywall needed structure. The guide needed words.

17 changes by type and screen. One dot, one change.

TypeHomeGuidePaywallTotal
COPYcopy1326
FLOWnavigation2103
STRUCTUREstructure0055
ICONicon0101
POLISHpolish1001
DEFAULTdefault choice0011
Total45817
  • Paywall: 5 of 8 changes rebuild the screen.
  • Guide: 3 of 5 changes are just words.
  • Home: 2 of 4 changes fix navigation.

Tracking map

Every tap knows where it came from.

13 events across 3 screens. 2 ways into the paywall, one path to the free trial.

ScreenPaywall entryPaywallSide pathsHomefirst_openscreen_viewonboarding_step_completedGuidescreen_viewjourney_startedsource=ai_cardsource=guide_ctapaywall_entry_tappedpaywall_viewedplan_selectedbegin_checkouttrial_startedin_app_purchasepaywall_dismissedclosed without buyingpromo_openedpromo_appliedpromo codestore, automatic ScreenHomefirst_openscreen_viewonboarding_step_completedGuidescreen_viewjourney_startedsource=ai_cardsource=guide_ctapaywall_entry_tappedpaywall_viewedplan_selectedbegin_checkouttrial_startedin_app_purchasepaywall_dismissedclosed without buyingpromo_openedpromo_appliedpromo codestore, automatic
  • The source param shows which entry brings more people.
  • The server confirms payment, not the app.
  • No health data or emails in params.

What the team received

3 things in one handoff.

Annotated screens

Next to every screen, what's on it and what changes.

Changes by type

17 changes. Copy, flow, structure, icon, polish, default.

Tracking plan

Event, trigger, params. For every screen and the whole paywall.

Plus a clickable prototype of all 3 screens.

How the audit works

More case studies

Leeaf · 2020–2023

One app for many clinics

A scalable, white-label design system. Read the case study Heirloom · 2026

A new business direction in 4 iterations

The prototype came before the spec. Read the case study

Next step

Where are you stuck?

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