MEGAN SHAGAM
HOME
LYFT · LYFT PINK
Turning membership benefits into a reason to say yes.
Lyft Pink offered meaningful value. The challenge was helping riders understand that value quickly enough to make a confident decision.
MY ROLE
Senior Content Designer · Growth strategy
FOCUS
Value proposition · Conversion
PARTNERS
Product · Design · Growth · Research
OUTCOME
Clearer decisions · Measurable lift
+18%
lift after making membership value easier to understand and act on.
01 · WHAT I SAW
A list of benefits isn’t a value proposition.
The information was present, but it did not answer the rider’s real question: Is this worth it for me?
02 · WHAT I DECIDED
Lead with the payoff. Let details support it.
I shifted the hierarchy from feature inventory to immediate rider value, supported by proof and decision details.
03 · WHAT I BUILT
A message hierarchy designed to learn.
A flexible structure connected value promise, proof and experimentation without making every test a one-off.
THE EXPERIENCE
From promise to proof.
The flow clarified value before purchase, then kept benefits visible and actionable after enrollment.
VALUE PROPOSITION · PLAN CHOICE · CONFIRMATION
The value story didn’t stop at checkout.
POST-PURCHASE BENEFITS HUB
04 · WHAT CHANGED
Clarity became a growth lever.
The work produced an 18% lift and sharpened the team’s understanding of what riders needed to hear.
Creating a sense of safety for multiple users→
MEGAN SHAGAM
HOME
LYFT · LYFT PINK
Turning membership benefits into a reason to say yes.
Lyft Pink offered meaningful value. The challenge was helping riders understand that value quickly enough to make a confident decision.
MY ROLE
Senior Content Designer · Growth strategy
FOCUS
Value proposition · Conversion
PARTNERS
Product · Design · Growth · Research
OUTCOME
Clearer decisions · Measurable lift
+18%
lift after making membership value easier to understand and act on.
01 · WHAT I SAW
A list of benefits isn’t a value proposition.
The information was present, but it did not answer the rider’s real question: Is this worth it for me?
02 · WHAT I DECIDED
Lead with the payoff. Let details support it.
I shifted the hierarchy from feature inventory to immediate rider value, supported by proof and decision details.
03 · WHAT I BUILT
A message hierarchy designed to learn.
A flexible structure connected value promise, proof and experimentation without making every test a one-off.
THE EXPERIENCE
From promise to proof.
The flow clarified value before purchase, then kept benefits visible and actionable after enrollment.
VALUE PROPOSITION · PLAN CHOICE · CONFIRMATION
The value story didn’t stop at checkout.
Benefits stayed organized around recognizable rider needs and clear next actions.
04 · WHAT CHANGED
Clarity became a growth lever.
The work produced an 18% lift and sharpened the team’s understanding of what riders needed to hear.
Creating a sense of safety for multiple users→
LYFT · LYFT PINK
Turning membership benefits into a reason to say yes.
Lyft Pink offered meaningful value. The challenge was helping riders understand that value quickly enough to make a confident decision.
MY ROLE
Senior Content Designer
Growth content strategy
FOCUS
Value proposition
Membership conversion
PARTNERS
Product · Design
Growth · Research
OUTCOME
Clearer decisions
Measurable lift
+18%
lift after making the membership value easier to understand
and act on.
01 · WHAT I SAW
A list of benefits isn’t the same as a value proposition.
Riders were being asked to evaluate several benefits, rules and savings opportunities at once. The information was present, but it did not create a clear answer to the question that mattered: “Is this worth it for me?”
02 · WHAT I DECIDED
Lead with the payoff. Let the details support it.
I shifted the hierarchy from feature inventory to rider value: first make the reason to join unmistakable, then provide the evidence and details needed to trust the decision.
03 · WHAT I BUILT
A message hierarchy designed
to learn.
I created a flexible approach built around value promise, proof, decision detail and experimentation—supporting new hypotheses without making every test a one-off.
THE EXPERIENCE
From promise to proof.
The acquisition flow made the membership’s value easier to scan, compare and act on. After enrollment, the benefits hub kept that value visible—turning a purchase decision into an ongoing member relationship.
VALUE PROPOSITION · PLAN CHOICE · CONFIRMATION
POST-PURCHASE BENEFITS HUB
The value story didn’t stop at checkout.
Benefits were organized around recognizable rider needs and clear next actions, helping members understand what they had, what they could use and where to manage the plan.
04 · WHAT CHANGED
Clarity became a growth lever.
The work produced an 18% lift and sharpened the team’s understanding of what riders needed to hear, and in what order, to recognize membership value.
NEXT CASE STUDY
Creating a sense of safety for multiple users →