Citymapper's upgrading flow is both about fun & experience (emoji location, custom app icon, virtual reality), and very useful additional features (voice instructions, weather)
Also note how Citymapper emphasizes community feeling between its users and its team: "Support what we do" is the first visible message in the upgrading flow, the name of the paying plan is "Club", and as part of it you will have a voice in designing the future of the app ("Influence the product")
What is interesting with this flow is that they offer two plans without insisting on the core value of the most expensive one
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