How I redesigned Bundles and hit 69% adoption in 3 months
Overhauling a fragmented payment flow, working with product, engineering, and support to ship one outcome-driven screen that outperformed the legacy model.
TL;DR
4Sale's payment flow forced users through two disconnected decisions, and most people skipped the one that mattered. I redesigned it into one outcome-driven screen, Bundles, lifting adoption to 69% and ARPU by 20% in three months.
Context
4Sale is Kuwait's leading classifieds platform, and most of its revenue runs through the Post Listing Flow, the steps a user takes to pay right after creating an ad. The legacy flow split that into two separate decisions:
- Pick a plan. Duration and boosts.
- Pick add-ons. Individual boosters like Pin to top.
Most users never made it past the first one.
The problem
Watching how people actually used the flow exposed two issues:
- Add-on blindness. Most users picked the cheapest plan and skipped Add-ons entirely, or only picked “Pin.” High-value features were invisible to the people who needed them most.
- A scalability ceiling. Every new paid feature on the roadmap would land on a page users had already learned to ignore.
Left alone, this capped 4Sale's ability to grow revenue from anything beyond the cheapest plan.
Approach
Before redesigning anything, I dug into why the flow was failing:
- Usability testing. Almost everyone chose a plan, then skipped Add-ons or only engaged with “Pin.”
- Data analysis. Users were paying for 30-day durations, but cars on 4Sale typically sell in 4 to 10 days, people were buying time they didn't need.
That reframed the goal: how might we redesign the payment experience to be outcome-based instead of à la carte, in a way that lifts both add-on adoption and revenue per user? We weighed three ways to ship it:
- A standard A/B test. Rejected, the business needed a full migration, not a split test.
- A hard switch overnight. Rejected, too risky for a live monetization surface, could confuse users and dip revenue.
- A safety-net hybrid. Selected, built with product, engineering, and support: a new Bundles UI, a background timer, and a fallback link to the legacy flow for anyone who stalled.
The solution
The workshop reframed the structure itself, grouping features by outcome instead of listing them à la carte:
- Basic (1x). Standard entry, no add-ons.
- Extra (2x). Boosted reach.
- Super (10x). Maximum reach.
The shipped screen made four changes to how that structure actually felt to use:
- Reduced cognitive load. Collapsed Plan, Add-ons, and Confirmation into one decision point.
- Outcome-oriented copy. “Pin for 24h” became “Get 10x more views.”
- A safety net. A background timer, if a user stalled, customer support reached out to help pick the right bundle.
- A safety valve. A link back to the legacy flow, to reassure power users who resisted change.
Impact
69%
Adoption in the first 3 months
+20%
Uplift in average revenue per user
Add-on adoption went from near-zero on the legacy page to 69% on Bundles. A payment step that used to leak revenue became one of 4Sale's primary monetization surfaces.
“An exceptional talent in UX and UI design. His ability to align design with strategic goals ensures every solution not only looks great but delivers real impact.”
Nahla Mortada
Product manager on Bundles at 4Sale
Reflection
If I did this again, I'd shorten the safety-net phase. Once adoption crossed a clear threshold, we could have sunset the legacy fallback sooner instead of running both flows in parallel longer than needed.