Project Scope: 3 months (Contract)
Project Type: Legaltech Startup
Team: Co-founders, Design director, UI Designer, Developers
Activities: Personas building, Workshops with Stakeholders, Journey mapping, Task flows, wireframes, UI , Success matrix, User stories
Tools: Miro, Axure, Sketch, Appcues, Google analytics and Hotjar
My Role
In this project, my responsibilities included designing the user experience for onboarding journeys, subscriptions, payments, profile details, and document comparison features.
As a Product Designer, I focused on creating and refining the design, reviewing and delivering detailed design specifications to engineers, conducting workshops, and leading user research to address customer pain points related to these features. I also communicated insights, reports, and solutions to higher management.
I have outlined the process of designing the subscription feature here. However, the complete experience can be explored in the accompanying prototype.
Designing Subscription
After having a fair understanding of the platform, the first task was to build subscription feature inside the platform. Following process I have used to design the solution.
Who are the users?
As I learnt from the team, our primary are the founders how wants to start their company and they wanted to do
due diligence. Here is the quick persona after brainstorming with the team.
Analysis - Discussion with Stakeholder
Here are the Q&A with stakeholders to understand what, when and why. And explaining my understanding to avoid any later confusion.
QUICK RESEARCH
Best practices & Competition analysis
After having workshop with management, got the clarity to take it forward. I have started doing market analysis and best practices.
THE START
Plotting User Maps
To introduce the experience of the subscription model, I mapped out the users’ steps to see how I could simplify their journey to help them reach their most important goals with the product.
THE SOLUTION
" The idea here is not to poke users to buy the subscription rather educate them at various levels or touch points and finds the value of it. And finally user able to take informed decision to buy it."
Journey Mapping
Various subscription gateways and logics
Click on the image for better resolution
After defining the user flows and logics. "Slow and Tell" session helps to get the inputs and feasibility of the solution at the given time from stakeholders and the team.
Based on the discussion almost most of the things I have to take it forward:
1. Log in and Sign up ( Forgot password, 2 factor authentication)
2. Different gateways modals(Welcome, Health Check, Documents, Generate Documents, Share Profile)
3. Subscription page(Website and Web app)
4. Check out(entire flow)
1. Log in and Sign up
Exploration - Wireframes
User Flow - Wireframes
Log in
Left space is used for achour features or newly launched features so that, user will be updated with the features.
Right side is the space for Log in and Sign up.
Sign up
Introduced the better way of 2 factor authentication. where user just has to copy the unique code from the email.
By this way flow and consistency will not break.
2. Different gateways modals
feature at the first time and how much they can use in Start(Free) Plan.
By this way user will understands the importance of it upgrade it.
3. Subscription page(Website and Web app)
Subscription App
4. Check out(entire flow)
Success Matrix
Business(OKR) expecting At Least 10% of New Founders start taking subscription by Feb 2021.
--------------------------
