BookPack is an extensive online library mobile application that provides various valuable resources for premium users and limited resources for free users. Their users are young adults ages 18 to 24 years that are very budget-oriented and tech-savvy. BookPack is able to grow its user base but isn’t able to increase the amount of paying users. That’s why BookPack wants to convert more customers to premium users.
Subproblems:
The current sign-up flow for new users does not allow them to learn and apply for premium service.
There is no flow for returning users to upgrade for premium service.
There is no payment flow for users to pay for advanced features.
The target users are young adults ages 18 to 24 years, very budget-oriented, tech-savvy, individual account holders, or share their accounts with friends and families.
As part of a 3-week project, I was tasked to improve the sign-in, and sign-up flows to convert more users to premium users.
Research
The key factors to attract paid users were identified to design smooth and quick flows for the premium subscription. Additionally, reviewing interviews and screens surveys projects that clear information about advanced services, the payment and refund process impacts people trust and ultimately their purchase decisions.
I considered these findings in my design:
Create an opportunity for users to get familiar with premium services.
Create an easy path for users to try a free premium trial without any obligation.
Create an easy path for cancellation.
Create an easy step for creating an account.
Provide enough information about the advanced feature.
Create an easy and quick payment step.
Solution
Provide both existing users and new users quick and straightforward flows to either try a one-month free premium or subscribe and pay quickly for the premium service. To improve the sign-in and sign-up application, I placed the essential subscription status and options to change it at the user’s initial interaction.
What I did
As an individual UX designer and UI designer, my focus was to create flows for new users and return users to try premium and be able to upgrade their accounts. New sign-in and sign-up flows let users achieve their goal of using advanced features and impact increasing BookPack revenue.
Conducted research, including screen surveys and interviews to discover users’ pain points and learn efficient an upgrading flows.
Provided general statement to synthesized research and defined user flows.
Applied design iteration after each usability testing to improve the user experience.
Designed the logo and Modified the UI kit to create the interface of screens.