Simone
UNDERSTANDING sales funnel-Case study
Problem: How can we design a flow that maximizes payment signup for new and existing users.
Solution: Provide two paths to a free trial, one for people who know they want to pay and the second for users who choose to create the free account and automatically opt in.
Role: UX designer
Process: Discovery-Design-Validation
Discovery
It’s all about building trust
When creating a new account for a music streaming service that offers a free and premium account being thrown into the decision between the two early in a sign up flow forces users to go with their gut, free account. Looking at indirect competitors how they use their sales funnel helped me understand that you have to build trust before you can ask for money. Netflix focuses on slowly showing the potential user all the benefits and FAQs they would need to know before entering in payment information. They want the user to trust that they are getting a great deal, how else do they do that, by showing with a 30 day free trial and where is the trust gained, in providing a reminder email before the trial is up where you can cancel the subscription before you start getting charged.
Design
How might we design a flow that maximizes payment signup while building trust
I first set out designing a flow that focused on the 30 day free trial of Simone and showing the benefits of premium to the target users, while offering existing users a 60 days when they would sign in. If the target users still created a free account I tried one last time with a better 60 day offer before the sign up was finished. I was focusing on building the trust through showing how the premium is going to benefit the user.
Validation
“I’m more worried about my credit card being charged”
Testing users is the best way to find out if your design works or not and man did I find out it didn’t. Where I thought I made a call to action button that would grab the attention of the users, I really made a sign that said “I want your payment information” Things I heard from the user tests were being scared of the automatic charge, not sure if they would like the service so premium would be a waste, doesn’t want to be charged without knowing, would give it a try if didn’t have to enter in payment and feels threatened of being stuck in a contract. Summary of the user tests is I did not gain the users trust with this design flow.
Design
Back to the drawing board
When making edits to the design, I focused on two main points that came from the user testing, first making sure the users know they are in control and second surprising the users with free trials automatically when continuing with a free account. But I still kept in the payment screen for users who still went through the 30 day free trial during the sign up flow.
Validation
Might not be ready for the commitment
The second round of testing was a big step in the right direction. Although I heard similar answers when users stuck with the free account, I was validated when a user went through the 30 day free trial and entered in payment because he felt the premium would be very beneficial with the amount of music he listens to. For the users that strictly stuck to the free account had reasons like fear of commitment and would rather use the free version until they knew they wanted premium. However those who stuck with the free account were pleasantly surprised and happy when receiving the first month free premium without having to enter in payment details. One even talked about how she would be more inclined to sign up for the premium after if she enjoyed the benefits.
Design
Final edits on the design
The focus of the next edits where to clean up some windows, change the color used to be more on brand with Simone. Here are the final versions of the new user 30 days premium flow.
Reflections
You’re in control
For Simone music the focus went from trying to get users to sign up for premium through a flashy call to action in the sign up flow to giving the users control. Gifting users who are hesitant and scared of entering in payment information, gives them the power to decide without the worry of having to cancel. Simones goal is to gift premium for the first month so when users who enjoy the benefits run out of the trial are more likely to sign up for premium. What's next for Simone music is to test the gifted 30 day free trials and see how many convert to premium. Users are more likely to sign up for premium when they enjoy and get used to the benefits.