VibeVerse
Converting Users from a Freemium Model to a Premium Model by Providing an Enhanced User Experience Through Sociability and Exclusivity
Project Overview
About Project
A media product using a freemium model seeks to explore how to encourage users to upgrade to premium. The design prompt is to create a media app focused on crafting a user experience that motivates users to subscribe and pay a monthly fee.
Team
Solo project under the mentorship of Angelo Presti
Tools Used
Miro, Excel, Figma, Adobe Suite
Duration
August 2024- October 2024
Role
UX Design, UX Research, Branding, Product Design
The Design Brief
Problem
The media app is focused on designing a user experience that converts free users to paid subscribers, leveraging its freemium model to drive revenue growth.
Project Goal
The goal is to design a digital media experience that effectively guides users toward a premium offering.
Solution
The free model creates an engaging social experience to engage users. The premium model introduces exclusive features—such as exclusive deals and enhanced functionality—that provide additional value.
Research
Participant Research: Identifying User Values and Motivations for Upgrading to Premium
In-depth user interviews were conducted to identify key motivations for converting from free to paid models. Target users, aged 18-30, were budget-conscious and highly engaged with media, exhibiting diverse levels of impulsivity, risk tolerance, and decision-making styles that influence subscription behavior. Key insights were derived from these interviews.
1
Users perceive greater value in premium services when they offer exclusivity.
2
Social influence and the desire for shared experiences are key factors in user engagement and media consumption choices.
3
Users place high value on algorithms that understand and anticipate their needs and interests in real time.
User Flows
Informed User Flow Through Competitive Analysis
The user flow was developed after a competitive analysis of leading streaming brands, including Spotify, Pandora, Apple Music, and YouTube, to understand their strategies for driving premium upgrades.
Key
Converting From Freemium to Premium Flow
Mood Board
Branding
Style Guide
Low-Fidelity Prototype
Identifying Key Motivations for Users to Join Premium Early in the Design Process
The initial low-fidelity prototype was tested to evaluate whether the flows effectively encouraged users to onboard the premium version. Early testing on the low -fidelity screens provided valuable insights into features that motivated users to engage with the app and upgrade to premium. The prototypes were informed by the defined user flows, which were iterated upon as the screens became more concrete.
Low Fidelity Testing
Interview Style
1:1 in-person interviews via Zoom or in-person
Participants
The prototype was tested on active media consumers aged 18-30.
Insights
Interactivity and Engagement: Users value interactive elements and animations that make the app feel dynamic and engaging. Visual movement captures their attention and encourages exploration, fostering a more immersive experience.
Unexpected Pop-up: Users were surprised by the pop-up for premium screens, which may have impacted their perception of the upgrade flow.
Social and Community Features: Community-oriented features, particularly the ability to view friends' activity, were well-received. Participants noted that seeing their friends’ playlists inspired them to engage more and share their own music, enhancing the app’s social appeal.
Payment Process and Trust: Trust in the payment process was mixed. While some users were reassured by the app's professional and high-quality appearance, others expressed skepticism due to insufficient details about costs. Providing clear and detailed information about premium pricing could help build trust and encourage subscriptions.
Opportunities
Enhanced Premium Onboarding: Provide a comprehensive onboarding experience for premium subscriptions, including clear, detailed information about the pricing and features of each premium tier.
Immersive Visual Experience: Strengthen the app's immersive experience with enhanced visuals and animations to enhance product experince and encourage users to upgrade to premium.
Personalized Profile Customization: Expand profile customization options, allowing users to personalize profile and banner images. This reinforces the app's social and personalization features, driving engagement and continued use.
Low Fidelity Test Iterations
Iteration 1: Premium Option Revealed During the Onboarding Process
To clarify the freemium plan, the option to sign up for premium was integrated into onboarding, reducing user surprise when encountering feature limitations.
Before
After
Iteration 2: Seamless and Informative Premium Onboarding
Testing revealed skepticism about premium payments due to insufficient cost details. The screens were updated with a seamless, informative dropdown outlining the pricing of premium options.
Before
After
High-Fidelity Prototype
High Fidelity Testing
Interview Style
1:1 in-person interviews via Zoom or in-person.
Participants
The prototype was tested on active media consumers aged 18-30.
Insights
Unmet Expectations for Social Features: Participants expressed interest in the app's social potential but found the features limited. They were curious about social engagement options but felt these were underdeveloped and lacked depth.
Confusion in Premium Sign-Up Process: All users encountered difficulties in the premium sign-up flow, particularly with a disabled button that appeared clickable. This confusion disrupted their journey and highlighted a critical need to refine the user experience for smoother upgrades.
Appealing Visuals Enhance Engagement: The vibrant colors and interactive animations consistently drew users in, making the app feel engaging and visually attractive. This strong positive response to visuals underscores the value of maintaining a high level of design polish in future updates.
Opportunities
Strengthen Social Features and Onboarding for Premium Appeal: Enhance the app’s social component as a key differentiator by introducing additional social features and an onboarding sequence that highlights these capabilities. Clear demonstrations of these features can help users recognize the added value of upgrading to premium.
Refine Visual Indicators for Button States: Redesign disabled buttons to appear distinctly inactive by using clear color cues . This adjustment would minimize user frustration and ensure smoother navigation, particularly in critical flows like the premium upgrade process.
Guide Users with Clear CTAs in the Payment Flow: Implement responsive call-to-actions (CTAs) to guide users through the premium sign-up process, especially when interacting with disabled elements. Providing immediate feedback will streamline the process, reduce friction, and enhance conversion rates.
High Fidelity Iterations
Iteration 1: Strengthen Social Features and Onboarding for Premium Appeal
Testing participants expressed a need for greater clarity around the app’s social features before upgrading to premium. To address this, additional screens were incorporated into the social interaction flow to better highlight the app’s social capabilities. This enhancement proved effective, as the final round of testing revealed that users recognized and appreciated the social component of the app’s functionality.
Before
After
Iteration 2: Refine Visual Indicators for Button States and Guide Users with Clear CTAs in Payment Flow
All testing participants faced a critical issue in the final stage: confusion during the premium sign-up process due to a disabled button that appeared clickable. This iteration resolved the issue by clearly differentiating disabled buttons and guiding users to the correct call-to-action for payment information. The second round of testing confirmed these improvements, as users successfully navigated the premium payment flow without confusion.
Before
After
Key Features
1
Clear Description of Premium Features and Plans
To ensure users fully understood the premium features, a detailed and concise list of features was incorporated. Premium plans were clearly distinguished and outlined to help users easily compare options and encourage sign-ups.
2
Gift Card Option Post Sign-Up
To grow the premium user base, VibeVerse offers a limited-share gift card with an extended free trial, rewarding users for joining and encouraging them to share with friends.
3
High Level of Sociability and Customization
User research showed that social influence and shared experiences drive media engagement. To support this, the app includes social features and customizable profile bios and banners, fostering personalization and social interaction to encourage ongoing usage.
4
Persistent "Get Premium" CTA buttons within User Flow
To highlight the limitations of the freemium version, "Get Premium" CTAs are strategically placed across multiple screens, ensuring users are aware of premium-exclusive features while still enjoying core functionality.
Final Prototype
Ref lection
Critical Reflection
Importance of Early-Stage Testing: Testing early iterations saved significant time by informing key design decisions upfront. Delaying tests until high-fidelity stages would have required additional time for final adjustments.
Importance of Clarity in Button States and CTAs: This project underscored the importance of clear button states and intuitive CTAs. My experience observing participant confusion highlighted how crucial these elements are to a smooth user experience.
Key Reflection
Intersection between User Needs and Business Goals: This project emphasized the importance of aligning user needs with project objectives. With the goal of increasing premium sign-ups, testing revealed that prioritizing user needs and desires ultimately enhanced users’ willingness to upgrade.
Impact of Strong Branding, Visuals, and Animations: User feedback highlighted the significance of strong branding and engaging visuals. The appeal of these elements positively influenced users' interest in signing up for premium.
