OpenPass: Experience design to increase subscriptions by 25% | Web/Mobile

Saving Restaurants In Covid-19

OpenPass was a subscription-based platform for restaurants to sell to consumers. OpenPass wanted to create consistent revenue and establish a strong customer base for restaurants during and post-Covid.

My role as one of the UX/UI Designers was to revamp the entire site, design email templates, and discuss product strategy with the team. This was a very interesting team dynamic as we were all working in different timezones.


UX/UI Designer

Team members

1 Designer, CEO, 3 Engineers


Figma, Jira


Feb 2021 - Jun 2021

Problem: Subscriptions Aren't Selling Well

In exchange for subscribing monthly to restaurants, users would get to access perks like discounts and other benefits. Even though there was a decent amount of traffic on the site, subscriptions weren't selling as well as intended. We decided to do a user test to understand why.

User Testing Results
  • ⅔ of the users felt that they were unsure of the subscription offering and how to apply

  • Perk Cards UI and Original Value didn't resonate

How can we make users subscribe to restaurants with confidence?

The Solution:

During this project, we created new card designs and a more attractive banner so at a glance, so customers would be intrigued with yummy photos and deals.

User Goals:

Increase Clarity Of Perks

Rework the information architecture and copy to attract users to learn more about perks

Beautify Using Photos

As many foodies are visual eaters as well, utilizing the banner to showcase photos

Business Goals

Add Waitlist

To determine perks which would be successful, they wanted a waitlist feature for new restaurants.

One Exclusive Perk

Having too many offers that are subpar isn't very enticing, so showcasing one awesome perk that is irresistible

Banner Design: Waitlists and Photo Gallery

Subscription and Waitlist States

At a glance the user should be able to see the status of each restaurant above the fold. Based on each status, they can see whether they can claim the perks or waitlist.

Photo Gallery Realization

Once we put the design into production, we realized that most photos restaurants had weren't big enough for a full bleed without distorting it.

So I quickly designed an iteration that showcased an assortment of square photos instead. This design was better because it showed more photos rather than just one.

Business Goal Updates:

When we were about to design for the perk cards, the co-founders shifted to change restaurants to have multiple subscriptions. With this scope change, we had to update some designs like the banner and perk cards to suit multiple subscriptions as well.

Perk Card Designs

Deciding Stronger Concept

The other designer and I created perk card concepts that could be used with the new perks because of the business change.
Ultimately, we chose my design because of the flexibility for showcasing perks and hierarchy of information.

Final Designs

Patron Offerings

Premium experiences, discounts, and exclusive items advertised to customers to subscribe. Enhanced to have photos, short description, and waitlist/subscription capabilities.

Reflection + Lessons Learned

Flexibility During Scope Changes

With the nature of startups trying to find product fit, the whole experience will change. This kept me on my toes and not be too attached to my designs. Being a part of this startup allowed me dive into product strategy and create a vision for the company, which was super fun!

Working Closely With Engineers

Establishing a good relationship with engineers makes the launch process go much smoother. From going over designs together to reviewing built designs, giving and receiving feedback was key to staying aligned to our vision.

Next Steps

After launching these designs, subscriptions increased by 25%! We were so happy with the success and continually worked to improve the designs. After I left the company, the business changed product markets to personalized chef subscriptions.