What it was

In Russia and nearby countries, most people didn't pay for things online with a credit card. So the way to get millions to pay for music was to add it to their phone bill — the phone company charges them, like an old ringtone subscription.

What I did

I designed the whole sign-up flow: type your number → get a text → confirm → you're subscribed, charged through your phone company. I built this for 8 phone companies across 6 countries and kept tweaking it so more people made it through without dropping off.

The result

It became the app's main growth engine: 700K paying subscribers — top-3 in a market of 100M+ people, and 9M+ downloads. During one promo we hit 10,000 sign-ups a day.

Why it matters

Growth isn't a pretty landing page — it's the invisible plumbing between two companies, built so cleanly a person taps twice and they're subscribed.