Chroma
2025 / SOFTWARE & SITE UI
TL;DR: Chroma digitizing software, the only Mac-compatible solution for creating machine-readable embroidery files, transitioned from a one-time purchase to a subscription model. The goal was to establish a sustainable revenue stream while enhancing user satisfaction. Key challenges included limited features, insufficient training resources, and the lack of a website or clear subscription structure.
I collaborated with stakeholders, developers, and users to design a platform with improved features, a new website, a custom checkout system, and a "free trial" option. The result was an established brand website, new training content, new highly demanded features added to the software, and a subscription-based revenue model.
Results
• Gained hundreds of "Free Trial" subscribers in the first quarter.
• Increased monthly income from new and transitioning users.
• Reduced negative reviews by adding key features.
• Created training videos that significantly reduced support tickets.
TL;DR: Chroma digitizing software, the only Mac-compatible solution for creating machine-readable embroidery files, transitioned from a one-time purchase to a subscription model. The goal was to establish a sustainable revenue stream while enhancing user satisfaction. Key challenges included limited features, insufficient training resources, and the lack of a website or clear subscription structure.
I collaborated with stakeholders, developers, and users to design a platform with improved features, a new website, a custom checkout system, and a "free trial" option. The result was an established brand website, new training content, new highly demanded features added to the software, and a subscription-based revenue model.
Results
• Gained hundreds of "Free Trial" subscribers in the first quarter.
• Increased monthly income from new and transitioning users.
• Reduced negative reviews by adding key features.
• Created training videos that significantly reduced support tickets.
Overview
Overview
Product description
Product description
The Chroma digitizing software assists embroiderers in creating designs that can be translated into machine readable files. It is the only digitizing software compatible with Mac and works with embroidery machines worldwide. Trusted by thousands of artists daily, Chroma helps businesses bring their designs to life. Users can also manage their subscriptions through an adjacent platform.
The Chroma digitizing software assists embroiderers in creating designs that can be translated into machine readable files. It is the only digitizing software compatible with Mac and works with embroidery machines worldwide. Trusted by thousands of artists daily, Chroma helps businesses bring their designs to life. Users can also manage their subscriptions through an adjacent platform.
Objective
Objective
Stakeholders aim to shift Chroma from a one-time purchase to a subscription model to drive revenue growth.
Stakeholders aim to shift Chroma from a one-time purchase to a subscription model to drive revenue growth.
Challenges
Challenges
The challenge was to create a sustainable monthly revenue stream while developing a straightforward interface for users to sign up, manage subscriptions, and resolve issues easily. This new model also aimed to enhance Chroma by improving user engagement, increasing sign-ups, and introducing new quarterly features.
The challenge was to create a sustainable monthly revenue stream while developing a straightforward interface for users to sign up, manage subscriptions, and resolve issues easily. This new model also aimed to enhance Chroma by improving user engagement, increasing sign-ups, and introducing new quarterly features.
My role
My role
I was the sole UX/UI Designer.
I was the sole UX/UI Designer.
Process
Process
Through initial research, I discovered that competitors had already adopted a subscription-based model. In addition to this, I encountered several key challenges:
Through initial research, I discovered that competitors had already adopted a subscription-based model. In addition to this, I encountered several key challenges:
Insufficient training resources for users looking to enhance their skills
Absence of a website, impacting user access and experience
No established plan for the subscription model structure
Limited features compared to competing software
Next, I worked closely with the development team to outline the specific features needed to achieve the goals we had established. Before beginning the design process, I spoke with several Chroma users, including both internal team members and customers, to identify any additional pain points they may have been experiencing.
Next, I worked closely with the development team to outline the specific features needed to achieve the goals we had established. Before beginning the design process, I spoke with several Chroma users, including both internal team members and customers, to identify any additional pain points they may have been experiencing.
I started by creating a series of documents (brief, research reports, design and dev requirements, and action plan) to capture all the necessary information and features. This process allowed us to outline key details, such as pricing for the new service and identifying missing features.
Tools used: Notion, Stripe, Microsoft Office, Loop
After gathering the necessary feedback and receiving approval from management, I began drafting the future vision, starting with the website. One of the initial challenges was figuring out how to present the new subscription model alongside the one-time fee, as well as encouraging existing users with legacy licenses to transition to the subscription.
After gathering the necessary feedback and receiving approval from management, I began drafting the future vision, starting with the website. One of the initial challenges was figuring out how to present the new subscription model alongside the one-time fee, as well as encouraging existing users with legacy licenses to transition to the subscription.
Wireframes
Pricing cards
The first iteration of the pricing cards was overtly long which affected users in mobile. This was updated in the next iteration.
The first iteration of the pricing cards was overtly long which affected users in mobile. This was updated in the next iteration.
Next, we tackled the challenge of the pricing cart. Given Stripe’s limitations such as not allowing agreements before payment processing, we decided to develop a custom solution. I designed the cart based on feedback gathered from stakeholders. After implementing the design and conducting user testing, we found that the new cart significantly improved upon the previous version.
Next, we tackled the challenge of the pricing cart. Given Stripe’s limitations such as not allowing agreements before payment processing, we decided to develop a custom solution. I designed the cart based on feedback gathered from stakeholders. After implementing the design and conducting user testing, we found that the new cart significantly improved upon the previous version.
Pricing cart
This is the new cart, which now allows users to sign up before the payment is processed. We have also added Klarna as a payment method and included an agreement for the terms and conditions.
Designs
Designs
Working closely with the Design Manager, I designed the Chroma site to align with the new branding for our subscription model. The site, now featuring the new cart and checkout system, also included an account management section for new subscribers. After a meeting with the project manager, we all agreed that adding a “free trial” option would be highly beneficial. This was implemented after the site was developed.
Working closely with the Design Manager, I designed the Chroma site to align with the new branding for our subscription model. The site, now featuring the new cart and checkout system, also included an account management section for new subscribers. After a meeting with the project manager, we all agreed that adding a “free trial” option would be highly beneficial. This was implemented after the site was developed.
Website
Account Management
Software
Conclusion
Conclusion
Tools used: HubSpot, Crazyegg (behavioral analytics), Stripe, Chroma admin (an adjacent admin UI)
Tools used: HubSpot, Crazyegg (behavioral analytics), Stripe, Chroma admin (an adjacent admin UI)
Issues solved:
Issues solved:
Gained hundreds of "Free Trial" subscribers within the first quarter, driving increased user engagement.
Gained hundreds of "Free Trial" subscribers within the first quarter, driving increased user engagement.
Established a new, continuous monthly income stream from new users and those transitioning from legacy licenses.
Established a new, continuous monthly income stream from new users and those transitioning from legacy licenses.
Achieved a reduction in poor reviews by addressing previously lacking features, leading to higher user satisfaction.
Achieved a reduction in poor reviews by addressing previously lacking features, leading to higher user satisfaction.
Produced dozens of new training videos, which resulted in a significant decrease in support center tickets, empowering users to resolve issues independently.
Produced dozens of new training videos, which resulted in a significant decrease in support center tickets, empowering users to resolve issues independently.
Results
Results
Lack of unique website for account management and signup
Lack of unique website for account management and signup
Created a custom, user-friendly website for managing accounts and subscription sign-ups including a checkout that was agreed upon in a legal view.
Created a custom, user-friendly website for managing accounts and subscription sign-ups including a checkout that was agreed upon in a legal view.
Low revenue
Transitioned to a subscription-based model, driving recurring monthly revenue while attracting new subscribers.
Lack of features inside the software
Lack of features inside the software
Worked with the Chroma software developer and design manager to list out a one year plan.
Worked with the Chroma software developer and design manager to list out a one year plan.
Low revenue
Transitioned to a subscription-based model, driving recurring monthly revenue while attracting new subscribers.
Lack of training
Lack of training
Collaborated with internal training teams and senior digitizers to develop a plan for new monthly training materials, which were published on the website and YouTube.
Collaborated with internal training teams and senior digitizers to develop a plan for new monthly training materials, which were published on the website and YouTube.
SNCA.ME ALL RIGHTS RESERVED 2025
Portfolio made from scratch by me :)
SNCA.ME ALL RIGHTS RESERVED 2025
Portfolio made from scratch by me :)
SNCA.ME ALL RIGHTS RESERVED 2025
Portfolio made from scratch by me :)