iZotope is an award-winning music company and global leader in audio technology. Up until the pandemic, iZotope only offered perpetual licenses for their products.
In an effort to position themselves in the subscription market, iZo launched the Producers Club targeting producers worldwide. I was brought on to lead and maneuver the design for iZotope’s quickly-growing Producers Club which began with just a few features and grew into a massive offering.
Since this membership was the company’s foray into a subscription-first model, creating the club was a constant balance of conducting and deciphering user journey testing, AB tests and digital marketing campaigns. Designers were forced to think across all platforms with a heavy emphasis on UX and email marketing. The Producers Club was a successful experiment that switched iZo from a perpetual to mainly subscription-first company. The club taught us how to bundle memberships, how to accurately target personas and how to apply our gained knowledge to all the other iZo plug-ins. Producers Club has been disbanded as it paved the way for what is now one, all-inclusive iZo membership.