In February 2023, Hinge released two new subscription tiers: Hinge+ and HingeX. As this work was in-flight when I joined the company, I wasn’t initially owning all copy - but closer to launch, I wound up as the writer responsible for all UX copy/content design decisions, including subscriber benefits, upsells, banners, half-sheets, and more, all aimed at converting free or (FKA) “Preferred” members to paid plans, without being heavy-handed, of course. It involved a ton of research, product-naming decisions, and microcopy.