Product Designer · Growth, Subscriptions & Design Systems

Designing the habits that keep 100M+ users coming back across Southeast Asia.

I'm Feriga — a product designer who turns growth problems into habits people keep. I took ShopeeVIP from 0 to a subscription millions pay for, rebuilt trust into how buyers read reviews, and shaped the design systems that let teams ship consistently at scale.

See the ShopeeVIP case study Browse all work

Highlights

Three projects worth a closer look

Used AI to automate manual processes across ShopeeVIP and Reviews & Ratings, cutting turnaround time and boosting stakeholder productivity.

ShopeeVIP and ShopeeVIP+ app screens showing membership benefits and vouchers

3.5M subscribers and +20% order conversion uplift across 7 regions.

ShopeeVIP - Subscription

★ Featured project

Birth of ShopeeVIP.

Role: Designer of ShopeeVIP, from 0 to 1

A subscription program built to foster business growth — turning one-time shoppers into repeat, paying members across SEA, Taiwan and Brazil.

Subscription Growth Pricing Strategy Regional Localization A/B Testing

0 Daily active subscribers across launched regions

0 Order conversion uplift after launching Shopee VIP

0 Drop in daily pricing complaints after the V3 transparency fix

0 Markets with localized creative: Thailand, Indonesia, Vietnam, Taiwan, Singapore, Brazil

Introduction of ShopeeVIP

Problem statement

How do we deepen our engagement?

Solution

A subscription program designed to incentivize repeat purchases through exclusive benefits.

Why subscription works?

Buffet Mentality — make the most out of the paid benefits.
High ROI Feeling — a strong display of brand value: savings and daily benefits that reinforce getting more than you paid for.

The user journey

The ShopeeVIP journey is built on three key stages — Acquisition, Activation, and Retention, each shaping how users discover, engage with, and stay loyal to the program.

"How does UI/UX convince — or dissuade?"

Entry points & the PLUS → VIP rebrand

A value prop that's easy to read at a glance

Awareness starts at entry points across the app — the program itself was rebranded from an earlier "Shopee PLUS" concept into ShopeeVIP, leading with a blunt, unmissable value proposition: "Enjoy Free Trial for ShopeeVIP" paired with a standing "Diskon 20% Setiap Hari" (20% off, every day) badge.

"Contrast / graphic captures attention in TH — easy to read value proposition via graphic UI."

ShopeeVIP Confirm Earn Back — extra cashback, free delivery and monthly coins

Landing page conversion, tested market by market

How UI affects conversion on the landing page turned out to depend heavily on market — the same discount, framed three different ways, performed very differently:

🇹🇭 Thailand

High-contrast graphics outperform plain type — the offer needs to be seen, not read.

🇮🇩 Indonesia

"IDR30K added discount right now! Start subscribing from IDR5K/month" beat "IDR500K discount right now!" — specific and believable wins over big and vague.

🇻🇳 Vietnam

"Unlock over 200 amazing deals + 20% off vouchers every day" outperformed a plain daily-discount message — vibrant and generous framing wins.

Pricing plan strategy at launch

Before conversion could even be tested, the plan structure itself had to earn trust — starting simple, then expanding once demand was proven:

Single plan for launch

Easier to digest for users
Test demand and effectiveness

Multi plans (1M, 3M, 6M)

1st version: Transitioning from single to multi-plan saw a substantial conversion drop.
2nd version: Helped users focus on the value and the recommended plan, improving conversion.
3rd version: Lack of recurring price transparency led to daily complaints; V3 eliminated user complaints to 0.

"Do users feel the value within the first few uses?"

Free trial

Remove the risk of saying yes

New members get one month of free access, letting them feel the benefits before paying anything. The goal wasn't the free month itself — it was designing the trial so people actually *used* enough of it to feel the loss of going back.

"The provision of a one-month free access encourages users to experience the advantages of the program, subsequently driving loyalty and repeat engagement with local service offerings."

Make value visible, reinforce perceived ROI

Four benefits carry most of the perceived value, each mapped to a real, frequent moment in the Shopee app — the coins benefit in particular exists to reinforce ROI through visibly cumulative savings:

Unlimited Instant Free Shipping

Removes delivery barriers for every local-shop purchase.

ShopeeFood Free Shipping 15RB

Directly cuts cost on local food delivery, encouraging more orders from nearby restaurants and cafes.

Multiple payment methods

ShopeePay Later, Credit Card and Giro — broad accessibility for local transactions.

Coins & cashback

ShopeeVIP Coins earned at up to 3.0%, reinforcing value on every checkout.

Choosing a plan — activation states for single vs. multi-plan payment

Launch shipped with a single recurring-payment plan to keep the decision easy and validate demand. Moving to multiple durations (1 / 3 / 6 months) is where the real design problem showed up:

V1 Single → multi-plan transition dropped conversion — too much new decision at once.
V2 Refocused the layout around the recommended plan's value → +20% conversion.
V3 Early pricing lacked recurring-price transparency, driving daily complaints → V3 made the renewal price explicit and cut complaints by 10%.

Plan1 mo3 mo6 mo

LaunchRp14.9kRp29.9kRp39.9k

V3 · CurrentRp14.9kRp28.9kRp29.9k

Illustrative reconstruction of the launch → current pricing shift described in the case notes.

The four real plan-selection screens: Single Plan, Multi Plan V1, V2 and V3

The four actual screens, in shipping order — Single Plan → V1 → V2 → V3.

"Are users churning due to value gaps or product friction?"

The market reality behind churn

Most users across SEA don't have a strong recurring payment method on file — involuntary renewal failure, not dissatisfaction, is the biggest single driver of churn for a subscription program like ShopeeVIP.

Reducing churn: lock-in and fallback payment

Longer-term plan lock-in

The multi-plan work above (3 & 6-month options) keeps users committed for longer once they've converted.

Mandating a fallback payment method

Closes the exact gap identified above — fewer renewals silently failing for lack of a valid payment method.

"Embed VIP value across key touchpoints so that users repeatedly experience and recognize their return."

ShopeeVIP's impact on business and consumers

Acquisition earned the click, Activation earned the first real use, Retention kept the value felt — together they grew ShopeeVIP to 3.5M subscribers by September 2025. Proving that growth was actually caused by the program, not just correlated with it, meant solving one hard problem first.

0 Subscribers, September 2025

The challenge

ShopeeVIP (SVIP) is fully rolled out, making a long-term randomised control group unavailable.

The bias

Direct comparison is misleading — SVIPs are naturally more active and purchase more than the average user, even before joining.

The solution

Find "lookalike" non-SVIP users to compare against SVIPs, so the comparison is fair and based on similar past behaviour.

Styled to the ShopeeVIP Brand Guidelines v2.0 — colour & type sourced directly from spec

Shopee Orange#EE4D2D

Shopee Yellow#FFBB00

Shopee Navy#113366

Shopee Cyan#26AA99

VIP+ Gold#806042

ShopeeVIP+ x Netflix

What is ShopeeVIP+?

A new subscription program that partners with Netflix to give users an upsized benefit — more vouchers, free delivery, and Netflix access at a discounted price.

Impact: Strengthened the ShopeeVIP+ x Netflix partnership, with conversion data showing brand partnerships as an effective lever for driving order conversion.

Launch: 9 September 2026

ShopeeVIP+ x Netflix campaign — Worth It Banget Langganan ShopeeVIP+

ShopeeVIP+ x Netflix campaign — product screens shown alongside Netflix content

See it live

Two working prototypes — the everyday ShopeeVIP landing page, and the sleeker gold-led ShopeeVIP+ art direction.

Open full-screen prototype

For a more in-depth walkthrough of ShopeeVIP to VIP+, do feel free to have a chat with me.

Selected Work

Product design, grounded in messy, real markets.

I like the parts of product design that don't fit neatly on a slide — pricing pages that need a third rewrite, empty states that have to explain thirty different kinds of "no", a review flow where the honest fix is asking a better question, not building a fancier UI.

Most of that work has lived inside Shopee's ecosystem: ShopeeVIP's subscription growth, ShopeeFood's partner platform and reviews experience, and the internal icon & illustration library that keeps every team's visuals consistent. Outside of that, I run Pokkai Designer, a self-initiated platform and podcast exploring Singaporean narratives to support the local design community.

Subscription & Growth Design Design Systems User Research A/B Testing Regional Localization Content & Brand Design

Get in touch

Let's connect!

I read every message — whether it's a case study walkthrough, a collaboration idea, or just to say hi. Anytime.

feriga.yq@gmail.com