This is a 3 days design challenge. I spent 10% of time doing design research, 60% of time doing actual design work, and 30% of time documenting the design process.
To understand pain points that might prevent them from using subscription services
To understand why people start or stop using the subscription service
To learn and get inspiration on mobile design guidelines (iOS/material design)
1. Customers worried about the unclear costs
One biggest frustration of using subscription service is tracking the cost. Customers worry about forgetting to cancel the service and end up spending unnecessary money.
Therefore, how might we provide enough control to customers to track and manage their subscription, so that they are more confident of keeping using the service?
2. It's hard to decide what to subscribe to without a context
From the interview, I learned, users hesitate to start subscription service without knowing its benefits. And it's hard to list all frequent-buy items if they are not in a shopping mode, which potentially prevents them from signing up the subscription service.
Therefore, how might we use context to motivate them to start using the subscription service?
Use machine learning to recommend customers what to subscribe to.
This notification is only for users who shopped multiple times, but are not using subscription service.
Clicking the banner will lead them to a landing page, which displays the recommended items, a CTA to start subscription order, explanation of how subscription works.
Why introducing at the end, instead of during the item selection process?
It’s more intuitive, straightforward, and less technical effort, to show how much benefits can subscription service bring to customers.
When user scrolls the page, the service promotion piece and the checkout button will be floated and always stay at the bottom of the screen.
Once user reaches the bottom of the screen, the promotion piece will disappear.
Users will see a detailed service introduction here.
Use colors to highlight the discount.
Active users of using subscription service per month.
Successful rate of completing subscription orders per month.
Clicking rate of adding items to the subscription order per user per month.
Clicking rate of canceling a subscription order per user per month.