Lead My Kaspersky product - a personal account portal for Kaspersky products. Increased customers LTV by migrating to regular subscriptions, reducing churn, and upselling additional products. • A CJM was developed, key customer path metrics were identified, and a dashboard was designed • The mechanism for switching to a regular subscription was implemented - the percentage of accounts with a subscription increased at a rate of 2 p.p. per month • The offer for users planning to cancel their subscriptions were implemented; as a result, 23% of potential cancellers were saved • The application download path was optimized: 70% of users activated the app immediately after purchase • The mechanism for increasing the subscription tier in the middle of its period was designed