ZENO
DESIGN CHALLENGE + UI/UX DESIGN + RESEARCH
Enhancing Subscription Conversions Through Premium Features on a Video-Sharing Platform
Role & Responsibilities
User Research: User Interviews, Usability Testing
UX Design: User Flows, Sketching, Wireframing, Style Guide, Prototyping
Project Context
Duration: 7 weeks
Project Type: Design Challenge
Team: Only Me
Tools Used
Figma
Miro
Zoom
In this design challenge, I was tasked with developing design solutions for the following scenario:
"ZENO introduced an online video-sharing product two years ago. While the product has successfully established a strong freemium model and garnered a substantial user base among free users, it currently lacks effective mechanisms to encourage free users to transition to premium subscriptions."
Project Brief
Problem
The current sign-up process lacks a clear call to action after registration, providing users with an opportunity to subscribe.
Throughout the free user experience, there is a need for more prominent calls to action that not only offer users the chance to subscribe but also provide them with compelling reasons to do so.
Business Goals
Facilitate the option for new users to access the premium product during the registration process.
Establish opportunities for returning free users to upgrade to paid subscriptions both during the sign-in process and while using the product after logging in.
Given Resources
initial wireframes with notes as a starting point
The target users information:
Tech-savvy
Budget-conscious
Aged 18-24
“media product is crucial”
Brand images: bold, smart, and hip
Approach
Discovery
Primary Research
In my primary research, I conducted user interviews with 5 individuals who are regular users of YouTube. These interviews proved invaluable in gaining a deeper insight into users' behaviors, identifying pain points, understanding their needs, and uncovering their goals related to a premium subscription on the platform.
Questions
What aspects of the product do you find most appealing, and are there any aspects you're not particularly fond of?
How familiar are you with the premium features of the product?
Can you share your impressions and emotions when you encounter promotions for the free trial?
Could you describe your experience with the free trial of the product?
Research Synthesis Insights
40% of participants found the premium subscription price to be on the higher side.
40% of participants expressed their aversion to watching advertisements while enjoying videos.
Recommendations from friends were found to be highly effective in generating user interest in the premium subscription.
“Recommendation from friends is more compelling than promotion.”
Design
User flow
Developing user flows proved instrumental in maintaining a clear direction throughout the design process. To streamline the project within the given time constraints, I chose to focus on creating two distinct user flows that represent two essential paths for subscribing to the premium. While I was limited to these two flows for this iteration, it lays the groundwork for potential expansion with additional flows in future iterations.
Sketching
I used my iPad to sketch out my ideas, and it was an exciting process of bringing my concepts to life. Sketching provided an opportunity to test and refine my ideas before moving on to create higher-fidelity designs.
Validate I
Test Script & Usability Test 1
During the initial round of usability testing, I conducted remote sessions with 5 participants. To quantitatively assess the degree of usability issues, I employed three key performance indicators (KPIs), which represent the frequency of issues encountered per task:
Critical Usability Issue Rate (CRR)
Major Usability Issue Rate (MAR)
Minor Usability Issue Rate (MIR)
The definition of each usability issue is as follows.
Critical Usability Issues: 60 - 100% of participants find a particular area to be an issue
Major Usability Issues: 30 - 59% of participants find a particular area to be an issue
Minor Usability Issues: 1 - 29% of participants find a particular area to be an issue
Questions
"Can you walk me through the process of subscribing to the premium in a sign-up flow?"
"Please describe what you see on the premium description page."
"Were there any parts about how the 'Friend Plan' works that you found confusing?"
"How would you go about subscribing to the premium in a sign-in flow?"
"If you were in the middle of watching an advertisement, how would you subscribe to the premium?"
Insights
The primary challenge users faced revolved around understanding the "Friend Plan" due to insufficient information and instructions. The invitation function of the "Friend Plan" was particularly confusing for them. As a result, I've identified the premium description page as a critical area requiring special attention during the high-fidelity design phase, with a focus on adding more explanatory content.
Design II
Style Guide
The style guide serves as a valuable resource, aiding designers in maintaining visual consistency and enhancing overall efficiency. Throughout my design phase, it served as a set of standards and guidelines that I adhered to, ensuring a cohesive and organized approach.
High Fidelity Prototype
This prototype was developed based on the preliminary sketches and style guide I established. It seamlessly integrates ZENO's brand personality and attributes into its visual design.
Validate II
Test Script & Usability Test 2
In the second round of usability testing, I conducted remote sessions with 5 participants and assessed the same three KPIs as in the first round: CRR, MAR, and MIR.
Questions
"Can you walk me through the process of subscribing to the more affordable premium option in a sign-up flow?"
"In a sign-in flow, how would you subscribe to premium without waiting for your friends to accept the invitation you sent?"
"Could you please describe what you observe on the premium description page?"
"Were there any aspects of how the 'Friend Plan' operates that you found confusing?"
"If you received an invitation from friends to avail a premium discount, how would you go about subscribing in a sign-in flow?"
"While in the middle of watching an advertisement, how would you initiate a premium subscription?"
Insights
Since the initial round of usability testing, there has been an overall improvement in the app's usability. Notably, the Minor Usability Issue Rate (MIR) decreased significantly by 77%. However, despite the iterations made following the first round of testing, there remain areas that require further enhancement to ensure users can easily grasp the payment system and navigate the premium subscription process.
Solutions
Improve the premium description page by adding clear and detailed information about the payment system for easy comprehension and comparison between the "Individual Plan" and the "Friend Plan."
Enhance user experience by implementing an intuitive transition function in Figma to streamline the subscription process for the "Friend Plan."
“The subscription process in the individual plan is straightforward.”
Design III
Iteration #1
Carousel
During the second round of usability testing, I observed that users were reluctant to read lengthy text descriptions accessed via "Learn More." In response to this, I adapted by offering essential payment system information using a carousel format. This approach ensures that users can readily comprehend and compare details between the two plans with minimal effort.
Iteration #2
Bottom Sheet
Following the second round of testing, it became evident that users were overwhelmed by the excessive layers of screens when subscribing to the "Friend Plan." To address this usability concern, I introduced a bottom sheet approach. This allows users to complete the entire subscription process within the bottom sheet itself, eliminating the need to navigate through numerous other screens. Additionally, this approach aids users in gaining a clearer understanding of how the "Friend Plan" functions.
Final solution
Paywall in Sign-In and Sign-Up Flows
Encourages first-time and returning users to subscribe to the premium
Offers subscription opportunities during sign-in and sign-up flows
Friend Plan
Recommendations from friends can influence users' purchasing decisions
Enable sending and receiving invitations with friends
Offers a more cost-effective option for each individual
Mid-Ads Paywall Popup
Premium features include ad-free access.
User research indicates that watching ads is frustrating for users.
Ad-free access becomes particularly appealing during ad viewing.
Conclusion
Future plans
Moving forward, my next steps will involve creating an additional user flow that allows users to subscribe to the premium service directly from their profile tab. This presents a crucial opportunity for the company to enhance the conversion rate for premium subscriptions. This is based on the insight gained from the past two usability tests, where it became evident that some users express interest in exploring ZENO premium when they are not actively watching videos. Additionally, I plan to design a desktop version of the app to cater to users who prefer enjoying videos on larger screens.
Learnings
Throughout this project, I gained valuable insights into the significance of addressing problems from both the user and business perspectives. Striking the right balance between these two aspects is essential, as overemphasizing one can potentially result in the loss of both. I discovered that when making design decisions, it's crucial to find a harmonious approach that optimizes the benefits for both users and the business, ultimately enriching the product experience.