Nipponify
Free to Paid Conversion
Project Type:
UI/UX Design
Date:
October, 2024
About:
Nipponify is a streaming app for anime lovers. In addition to the traditional offerings of current anime series, Nipponify offers users access to classic series that are harder to find, a music streaming platform dedicated to anime-themes and artists, and a store with merchandise linked to anime characters.
The Context
Streaming is one of the most popular forms of consuming media in the current digital environment. Two years ago, a startup company introduced Nipponify as a free platform on web and mobile devices. Now that they had a healthy user base, they wanted to monetize their product by utilizing paid subscription tiers. I was tasked with creating the process that would allow both new and returning users to become paid subscribers of a service that they desired.
My Role:
My role as the sole designer on the team was to research the conversion methods used by current leaders in the field of streaming, create a process for converting free users to paid subscriptions, and complete user testing to ensure that the process met both the goals of the user as well as those of the business.
Tools Utilized:
Figma, FigJam, and Google G-Suite
The Process
As the first step of this assignment, a Project Plan was created to ensure that all portions of the process would be included. Rationale was included for all deliverables.
Click on pictures to open a full size document for better viewing.
Discovery
According to IBIS World, there were over 2200 distinct streaming services available in the United States during 2023, a number that is expected to continue to arise. Research was conducted to identify current practices and user desires for the conversion process.
The Business Goals
As the company has grown, the desire of the leadership is to change from a free model to a paid subscription. To do this, the company has identified two primary goals:
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Create the opportunity for new users to subscribe to the premium product upon registration in the signup flow.
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Create the opportunity for returning free users to become paid subscribers in the sign-in flow as well as within the product (once signed in).
Study of Industry Leaders
Looking into the designs of major streaming sites and how they handle account creation and subscription processes was the starting point for understanding the current best practices in the field of customer conversion.
YouTube
Founded in 2005, YouTube has grown from a video-sharing website to a major streaming site for music and videos. YouTube has since then incorporated a paid subscription option for users who want to remove ads.
CrunchyRoll
The top anime streaming site in the United States, CrunchyRoll is the first name anime fans think of when they want to stream the latest episodes. Since Nipponify is a site that focuses on anime, this platform was ideologically significant to understanding the processes and expectations of current consumers of anime.
Pandora
Music streaming apps like Pandora and Spotify are used by both individuals and companies to provide music in a variety of venues. Providing a platform where users can listen to music they love and find new artists that fit the same mold allows users to enjoy endless hours of music at the click of a mouse.
Click HERE to see the compiled findings. All logos are owned and copyrighted by their respective company.
Key Findings:
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Clear table format delineating features of each plan.
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Streamlined process that is the same for all tiers.
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Call to Action that is clear and available in a single click throughout the site.
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Opportunity to subscribe regularly presented at each change of action as well as during the streaming process.
User Survey & Market Research
A user survey was created to identify the motivations and desires of individuals that utilize streaming services regularly. Forty-nine individuals responded to provide insights on what factors they found most compelling when deciding to pay for a streaming subscription. This was then paired with market research to identify the most compelling features to include.
Persona
Combining the information from the user survey, market research, and industry leaders with the profiles provided by the company, a persona was created to provide direction in the designs.
Design
At this point, there was enough information to begin thinking about the design for the new process.
User Flow
A user flow was created to determine the best points at which to incorporate the new subscription CTA. By including the opportunity to upgrade to a paid subscription at multiple points throughout the site, it would maximize the conversion rates of free users to paid subscribers.
Low-Fidelity Sketches
Sketches of key screens were created to give an initial representation of the website and subscription process. Since the goal of the project was to create opportunities for new and current users to become paid subscribers, focus was placed on these screens.
User Testing - First Round
Usability testing was performed with the sketches to determine if the initial concept would meet the needs of users. Five individuals were interviewed and provided feedback on what they saw, thought, and felt. Additionally, a card sort was implemented to show what features users would expect to find for each subscription tier.
Ideation
This is where the magic that brings the site to life happens.
High Fidelity Designs
Taking what was learned from the first round of user testing, the original sketches were then developed into high-fidelity designs. A logo was created that captured the spirit of the site. The color green was selected so that it would stand apart from other streaming sites, especially ones that focus on anime.
Red Routes - Focus on the Goals
Account Creation - Free User
Account creation needed a presented opportunity for becoming a paid subscriber. By adding the CTA screen displaying the benefits of paying for a subscription tier, the new user could choose to experience the entire site from the beginning or have limited access to a few key features so they could decide if the site suited their needs.
Call to Action - Free User
The Call to Action for a free user to commit to a paid subscription is prominently displayed on all screens presented. Limited series and episodes are available in the free version, so there is messaging to that effect, while categories and the ability to see more options are missing. Users would only be able to watch the first two episodes of an available series, while the rest would remain behind a pay wall.
Conversion to Paid Subscriber
The actual process for becoming a paid subscriber is the same for all three tiers. Paid subscribers receive access to the entire library of anime and music, have the ability to browse by category, as well as other perks based on their level of subscription. These differences are clearly labeled on the landing page and the subscription tier selection page.
User Testing - Second Round
A second round of usability testing was performed with a new set of volunteers. While a critical error was discovered during the first user's test, it was able to be bypassed during the testing session and was fixed immediately after. The remaining tests uncovered only minor issues which were quick and simple additions.
Clickable Prototype
The Prototype
After incorporating the font color and adding the abandon feature to the payment page, the finished prototype was ready for delivery! Please feel free to check it out!
Learnings to be Used in the Future
This project taught me a few things that I expect to use to better my designs in the future.
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Marketing research exists for much more than I originally thought. By looking at the current trends and leveraging that data to make informed design decisions, I can more easily align my designs to user desires while also achieving the goals of the company.
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While I was concerned about the limits to innovation available in account creation and subscription sign-up, it did not mean that I was not achieving the goals. The process of sign-up might be the same, but the offerings of the site can be different.
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When it comes to purchases, users prefer familiarity over deviation from expectation. As paying for services has become more ubiquitous, consumers want to know that their transactions and information are safe. By keeping to the basic processes that most, if not all pay sites use, there is a much higher rate of conversions to paid accounts.