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  • Free content that earns trust
  • Locked state, stated plainly
  • Video-led browsing
  • Self-serve billing

FlowRow

A rowing membership, unlocked by video.

Aug 24, 2022
Client
FlowRow
Services
UX/UI · Mobile application
Year
2022
SECTOR
Fitness & membership content
SURFACES
iOS · Android
01 — The ChallengeWhat we were handed

Rowing technique is taught by feel, and feel does not survive a paywall that gets in the way.

FlowRow teaches by attentively experiencing the movement rather than shouting instructions, so the app had to hold long-form video, a free tier that proves the method, and a paid tier that unlocks the rest — without turning every tap into a sales pitch. Browse, shop, my stuff and account: four tabs, and the membership state visible on every one of them.

02 — Groundwork

Structure before surface

Every flow was argued in grey first. Nothing went to visual design until the journey held up.

WIREFRAME · BROWSE, UNLOCK, ACCOUNT
WIREFRAME · BROWSE, UNLOCK, ACCOUNTSix screens settled the paywall: the lock sits on the thumbnail, the upgrade sheet arrives over the content you tried to open, and payment history stays one tap from the account tab.
In the hand

The app, screen by screen

Log in — script wordmark, two fields, social as a fallback
Log in — script wordmark, two fields, social as a fallback
Browse — training videos locked, free content open, side by side
Browse — training videos locked, free content open, side by side
Workout — the session with its video reel beneath it
Workout — the session with its video reel beneath it
Unlock — gold membership against a seven-day trial
Unlock — gold membership against a seven-day trial
Payment history — renewals, prices, cancel in place
Payment history — renewals, prices, cancel in place
My stuff — saved sessions with their tags, removable
My stuff — saved sessions with their tags, removable
03 — How it runsTech & architecture

A membership wall that never blocks the argument for joining.

AppsNative iOS and Android builds
ContentLong-form training video with free and members-only tiers
MembershipAnnual gold plan and a seven-day trial, cancellable in-app
AccountRenewal history and saved sessions under one profile
04 — Outcomes

The method sells the membership, not the paywall.

2Tiers: free content and gold membership
7Day trial before anything is charged
4Tabs carrying the whole product
1Lock icon doing all the gating
Where it goes nextProgramme structure, coach notes and progress across sessions are the obvious next release.
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