01
Context
First IT Group operated three web applications connected to mobile-operator subscriptions. The services generated revenue, but their value was not always clear to customers.
Marketing Director · Brand, product and growth
2025–2026 · Marketing Director · Brand, product and growth
Making a subscription service easier to trust
A brand, product and retention reset for three subscription-based web applications.
Results+40% confirmed monthly revenue
02
The problem
Some users saw a charge without understanding what they had paid for. Benefits could expire if they were not claimed in time, which created negative reactions and weakened trust.
A brand, product and retention reset for three subscription-based web applications.
03
The insight
The core issue was not only price. The offer, interface and communication sequence failed to explain the exchange of value at the moment customers needed it.
Trust improved when brand language, product behavior and timing were treated as one system rather than separate marketing tasks.
What changed
- Mapped subscription behavior, user feedback and cohort activity using GA4, AppsFlyer and database reports.
- Reworked the value proposition and tone so paid benefits were presented clearly and positively.
- Changed UX/UI, gamification and communication flows to support daily engagement and recovery of unused benefits.
- Created product briefs and priorities for engineers while independently rebuilding parts of three web applications with AI-assisted coding.
Behavior journey
Reconstructed journey based on project logic, not an original product screenshot
- 01Unclear subscription charge
- 02Value explained at the right moment
- 03Benefit claimed through daily engagement
- 04Trust and return behavior improve
- 05Repeat payment and additional service use
Results
- Users spent more time in the applications and returned more often.
- Repeat payments and purchases of additional services increased.
- Negative reactions to the subscription declined.
- Confirmed monthly revenue increased from approximately UZS 3.0B to UZS 4.2B.
Authorship
Artur owned marketing direction, value proposition, communication logic, product briefs and performance analysis. Development was coordinated with the internal engineering team.