TOEFL TestReady Home

Move 1 — Split Paid and Free into separate tabs

The old home put paid and free on the same surface and let them fight for attention. Users picked what they recognized — the daily free activity — and never scrolled. Designing each thing to win in that environment meant designing neither.

The redesigned home splits paid and free into two tabs. Paid is the default, because that's where the business lives. Free carries a NEW badge to surface the just-launched samplers. With the tabs separated, each one can be designed for the job it actually has: Paid for browsing the product line, Free for trying things on. Neither has to half-do the other's work.

Move 2 — Turn the empty state into a guided introduction

The empty state of the old Paid tab — for users with no purchases — was a product comparison grid. That's useful if you know what you're comparing, and useless if you don't. Which is exactly the user the empty state is for.

The redesigned empty state introduces the new products as the start of a journey rather than as a side-by-side comparison. The framing builds connection before it pitches a choice.

Move 3 — Eye-catching cards that carry value in a glance

The old product cards leaned on dense descriptions to do the work copy should have been doing. The new cards trade depth for legibility: each one communicates the value of its product in a single readable beat.

Inside the Free tab, the Free Activity of the Day moves to a more prominent spot. Partly to surface the daily-engagement loop, partly because making the free offering feel visually robust pays off both for free retention and for the on-ramp — a fuller-feeling Free tab makes Paid feel like the next room over rather than the only door.

Move 4 — Choreograph the CTAs around the moment of value

This is the move where the freemium logic earns its keep. Three pieces of the same pattern, each one tied to a specific moment in the journey.

On the discovery surface, a "Shop More" card uses a deliberate blur on the underlying content. The blur is the visual grammar of there's more here, you just can't see it yet — a more honest, less aggressive way of advertising depth than a banner ad. It promises specificity without pretending to deliver it for free.

After a user completes a free activity, the surface offers a CTA to similar paid content — and only then, with minimal visual chrome around it. Pushing the CTA before completion breaks the on-ramp logic and feels aggressive. Showing it right after completion times the offer to a user who has just felt the product work.

At the end of a free scored activity, the user expects a score that the free tier can't deliver — a paid product is required to unlock it. That gap is the cleanest selling moment in the funnel. The redesign uses the blurred-lock motif here too: a blurred score with a CTA underneath. The motif's job is to make the upsell feel like a continuation of what the user was just doing, not a pitch.