Armaan Zeyad · Product Engineer

Focus: Consumer subscriptions, paywall experiments, pricing, and product ownership

At Flamingo Cards, I started in engineering and moved into leading product. I worked with a lean team and stayed hands-on throughout: coming up with ideas, building experiments, shipping changes, working with analytics, and reporting the results.

Over seven months, I helped increase MRR by 100% through paywall testing, product testing, funnel improvements, and pricing optimization. This case study covers the experiments behind that work and the limits we encountered in a product with strong immediate intent but low repeat usage.

What I owned

• Took experiments from an initial hypothesis through implementation, deployment, analytics, and interpretation.
• Built and shipped changes in a production consumer app using React Native, Node.js, and Firebase.
• Worked on paywall formats, trial messaging, onboarding flows, and pricing.
• Used analytics to understand where users dropped off and prioritize experiments.
• Coordinated engineering, design, and testing so we could move quickly with a small team.
• Connected product decisions to commercial outcomes, while continuing to write and ship code.

Results at a glance

• Overall: helped increase MRR by 100% over seven months.
• Hard versus soft paywall: the hard-paywall test increased trial starts by more than 50%.
• Video paywall: showing the product in a video increased conversion by more than 25%.
• Three-step paywall: increased trial starts by around 20%.
• Pricing: tested weekly price points and increased ltv by more than 25%
• Underlying constraint: reported day-30 product retention was below 1%.

The experiment results below are separate lifts; they do not add up to or individually explain the overall MRR increase.

1. Understanding the purchase: “I want to use this now”