"How might we motivate new and existing users to upgrade to a subscription?"
I took a look of how other apps/websites went about converting their users into subscribers and found:
They used a paywall for their most crucial features that the user wants:
- Learning more about deeper insights of birth charts & chart compatibility for The Pattern.
- Important details about auditions with Backstage.
I decided to run with the paywall idea for existing users but also showing incentives during the sign up process. With networking being essential to the dance community, I decided to use the paywall for that feature.
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I placed an option to subscribe during the sign up process with incentives and then being able to build your personalized profile in order to network.
A flow for a new user on the app
A flow for an existing user
I wanted the subscription page to show the perks of the app in a slideshow format along with the pricing at the bottom so that users could see everything all on one page.
With the wireframes finished, I moved on to usability testing. The primary goal was to see not only if the design was intuitive to the user but whether or not the content was what was expected.
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I was given the words: bold, hip, smart, and welcoming for Unda’s UI, so these are the colors that I felt emulated that.
With the results, I decided to incorporate the following into the design:
1.) A (monthly/weekly) calendar feature
2.) Labeled bottom navigation icons
3.) Distance of the user to the location of an event/class
4.) More social media links to showcase their work
I changed the color palette to make it more lively.
I changed the format for incentives since it looked too similar to The Pattern’s subscription page. The imagery on the top gives more detail of them while the bottom portion visually shows what’s included for both free and paid.
I included a monthly subscription option for users that only wanted to try one month to make it more accessible.
I changed the format of the event page to look more uniform by reorganizing the information for more ease of use.
A review system was added - to see what spaces or studios are like before purchasing.
Performer pages:
Added a who else is going - users are more likely to attend classes if they see their peers going.
The screen on the far right are what the paywall would look like for free/unsubscribed users.
Unda is an essential app for the dance community. While I was researching studio information for the pages, a lot of information was outdated or a bit difficult to find without this app.
If I could, I would’ve like to have collaborated with others to figure out the payment feature for reserving space or purchasing a class. I also would like to have built out a “call for dancers” tab in the Creator’s page and a space to answer them in the Performer’s page– to be a self sufficient system on the app.
Lastly, I would’ve like to have created a sign-in specifically for studio/company owners– similar to how task rabbit has for those looking for work and those wanted to hire – but in this one app.
