Designing a user-centric and engaging feature to encourage users upgrade to premium plan.
P-gum - 2018
As a product designer at P-gum, I shifted my focus to enhancing Premium subscriptions by leveraging metrics analysis and user insights. The primary objective was to drive more conversion by designing more lovable features that encouraged users to pay.
Conducted in-depth analysis of user behavior and conversion data to identify barriers to Premium subscription adoption.
Leveraged insights from user interviews to inform the design decisions, aligning with users' desire for practical features.
Proposed and implemented the introduction of Home Workout Tutorials as a strategic premium feature to drive engagement and Premium subscriptions.
Utilized Firebase in close collaboration with the Tech team for A/B testing, to validate the impact of the new feature on Premium conversion rates.
The primary challenge was to identify the reason(s) behind the low conversion rate and high churn rate. We already had premium features such as x2 token earning and special product offers in the P-gum marketplace but it seemed that those features were not satisfactory for the users. So considering our low budget and small tech team it was a challenging but impactful opportunity for me as the product designer to propose a solution that was technically affordable and impactful enough to encourage users upgrade to premium.
I analyzed the total conversion rate in a 30-day period and it revealed a total 1.24% conversion to Premium plan which was below industry average. Also analyzing the churn rate metrics uncovered that 9.27% of the premium users downgraded to freemium in the given period of time.
Considering the high churn rate at that time, I focused on analyzing the responses we got from users who downgraded to freemium. Based on data, 67% of users downgraded because they thought the premium features weren't satisfactory and somewhat not worth the monthly price. This was a pivotal moment for me to design more practical and tangible features.
After presenting the data analysis results to the team, I initiated a collaborative brainstorming and ideation process to explore fresh ideas on how we could enhance conversion.
To evaluate the effectiveness and usability of the new feature and improved paywall placement, I teamed up with BE and FE developers to set up the environment for A/B testing on Firebase. I evenly split the two versions among the freemium users and ran the test for 30 days. We also implemented in-app feedback survey to gauge the user satisfaction about the new feature.
Halfway the test period, we witnessed increased conversion rate comparing to before the feature release. Users submitted positive feedback on the new feature confirming the potential success of my data-driven solution. In this step I actively gathered feedback through various user channels to identify improvement areas and optimize the feature.
Focusing on the data and user feedback, I proposed that P-gum should become more than just a pedometer as we pushed the boundaries to help our users build healthier habits. So we agreed on bringing in the Home Workout Tutorials as a new engaging and premium feature to the app. The goals was to increase user engagement at the start and help users build healthy habits but also enhance user satisfaction and product lovability.
Implementing this user-centric and data-driven solution remarkably improved the app usability and lovability leading to 47.61% increase in Freemium to Premium conversion rate.
This project emphasized the crucial role of data analysis and user feedback in enhancing Premium features. The iterative design process, guided by A/B testing, emphasized aligning user needs with business goals. This experience also reinforced the significance of continuous improvement, user-centricity, and the dynamic nature of product design.
