Subscriber Experience Design

How can we encourage users to subscribe to our data service?

  • The product boosted paid subscription rate by 28% and revenue by $30,000

  • Designed high-fidelity prototype and coordinated with a developer to deliver end-to-end subscriber experiences

  • Led content strategy, ensuring the right activities are prioritized to uncover users’ content needs

Sector

Non-profit

Tools

Figma, Photoshop, Slack

Timeline

May 2024 to August 2024

Goals

The goal of this project was to strengthen client relationships and increase subscriber revenue.

The project was split into two parts:

  1. Demonstrate the company’s database to tech funders to gauge interest for donations

  2. Highlight the perks of subscribing to the company’s databases and simplify the subscription process.

Who are the audiences?

The first part of the project focused on tech funders in investment events, serving a additional materials for the CEO and COO while they are talking to potential donors.

I mapped out the user persona to help me ground the content strategy.

This means the content should focus on

  1. Highlighting company’s mission with language that’s familiar to the audience

  2. Demonstrating the company’s current achievements

  3. Providing a straightforward method for them to donate right away

The second part is to increase database subscription through social media advertising. To better understand who I’m talking to, I mapped out the current paid and unpaid subscribers, then chose the one with the most potential: lobbyists.

With this group of audience, they care most about bringing valuable insights to their clients. Therefore, the content for this page focused on:

  1. Showing the benefits (such as saving research time and real-time alerts) by subscribing to the dataset

  2. Establishing credibility of the datasets

  3. Allowing room for users to test those testimonies made in the page themselves

Competitor Research

Through research, I found that some organizations:

  • Adopt a conversational content style

  • Implement interactive elements to show subscription perks

  • Humanizes the workers in the organization to evoke empathy from audiences

Meanwhile, all of them have proactive CTAs for their subscription plans and pop-ups with mission-driven language that highlights the plan’s benefits.

The Pitch

Building on the research insights and past data, I pitched creating pages that:

Lesson Learned

  1. It’s essential to identify user intent in both content and UI design, and then you can demonstrate product value based on users' needs stemming from that intent.

  2. Less IS more. Making things as simple as possible for users is a direct way to boost engagement.

  3. Testing is key. A major challenge of this project was the lack of prior examples or data points, and the product’s uniqueness made it difficult to determine focus areas quickly. If I were to make an iteration, I would use the current template to gather more user insights.

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