Overview
The final design for XTRA
Value Approach 1Give you 51% more chats than free users
Value Approach 2XTRA users are 2x as likely to meetup with someone they met in Grindr
Price Approach1 mo XTRA costs less than your daily coffee
Final design for Unlimited
Value Approach 1Give you 86% more chats than free users
Value Approach 2Unlimited users are 2.3x as likely to meetup with someone they met in Grindr
Price Approach1 mo Unlimited is cheaper than 4 vodka sodas.
Problem
We found that a certain percentage of users had abandoned the purchase for some unknown reasons after they initiate the purchase. We believe those users should be interested in the subscription and advanced features, or they won't even initiate the purchase. As a result, for solving this mystery, we started to research and design for keeping those who almost got into our Grindr community.
Solution
We want to offer a follow-up screen to clarify users' concerns and make users feel confident of making decisions.
My Role
Designer
Timeline
Jun. 2021 ~ Aug. 2021
Team Members
PM: Nicole
Researcher: Tyler
Engineers: iOS: Peter, Android: Nester
Tools
Figma, Survey Monkey, After Effect & Lottie
Our Approach
1 . Research
Survey
2 . Design
Brainstorming
wireframes
Hi-fi design
3. Evaluation
Data analysis
My Contribution
In order to know the reason why users cancel the purchase after initiating it, our researcher, PM, and I discussed and designed the online survey together to figure out what kind of concerns users might have.
To make the experience as good as possible, I created animations to make the screen more fascinating and trustworthy. Also, I discussed with people in the marketing team to learn how to make the strings reasonable and attractive for a wide variety of users, who have different mindsets of money around the world, and how to assimilate real objects to virtual features in the app well.
Eventually, we successfully reduced users’ concerns and increased the wellness of paying for enjoying more premier features.
Research
Survey
We used Survey Monkey to launch a survey and collect about 1100 replies. From those answers, we concluded the following biggest problems:
52.7% of people think the prices are too high and not worth paying so much for premier features,
20% of people don’t believe paying would increase the number of people like you.
3.3% of people don’t have credit cards to subscribe to any online services.
2% of people want to purchase discreetly since they are afraid of being found by their partner, people who don't know they are gays, or anyone else by seeing credit card receipts or other records.
The survey results stimulated us to think of the following 3 strategies
For solving the main concern, the price concern, we used “Price Approach.“
Instead of reducing the price, we convinced users by comparing the price with other daily costs like "Connecting with 10X people you might love with fewer price than a month of gas fee or coffee."
For solving the value concern, we used “Value Approach.“
We planned to tell users the comparison of the performances of free users and subscribed users with the actual interaction data. Hence they would know how the purchase would bring them.
For solving the safety concern, we used the “Safety Approach.“
We clarified the credit card receipt won’t have “Grindr“. It will only be “$XX from apple store“, which is the truth. Only the invoice sent to their email will have “Grindr“, which is a very private and safe place.
Design
Design Goals
Reduce users' concerns and increase users' wellness to complete the purchase.
Flow
Concepts of Approaches
For making each approach more customized, I decided to offer different designs for the two subscription tiers, Xtra and Unlimited.
For solving the price concern with approach A, I researched the average cost of the gas fee a person uses per month and the price of other objects like coffee, condom, drinks, etc. And eventually, after discussions with the marketing team, we figured out the best way to compare the price with: “coffee“ and “vodka“, which were the most average and well-known products they will buy in their daily life.
For solving the value concern with approach B, we tell users how many advantages they will get from premier features.
For solving the safety concern with approach C, we tell users that they won’t be found by paying in the store.
User Flow
Ideations & Draft
Draft 1
Demo
XTRA
Unlimited
There is always space for being better
After design critics, we finally decided to change to the "white "scheme for making the page fresher and clearer. Also, the animations in the previous version did not look clear and fit Grindr’s vibe, so I made the adjustment.
Draft 2
Demo
XTRA
Unlimited
When doing a real product, changes could be rarely avoided.
During this project was almost done with the three approaches, value, price, and safety, we decided to remove the “safety” approach since the Custom Service team could address this concern with a more complete explanation and solution to reduce the risk of being misunderstood by users. As a result, we had an extra place to address one more “Value” related concern. In this regard, we also told users that they were going to get more chats after purchasing.
Draft 3
Demo
XTRA
Unlimited
The final design for XTRA
Value Approach 1Give you 51% more chats than free users
Value Approach 2XTRA users are 2x as likely to meetup with someone they met in Grindr
Price Approach1 mo XTRA costs less than your daily coffee
Final design for Unlimited
Value Approach 1Give you 86% more chats than free users
Value Approach 2Unlimited users are 2.3x as likely to meetup with someone they met in Grindr
Price Approach1 mo Unlimited is cheaper than 4 vodka sodas.
Evaluation
Data Outcomes
Average Revenue Per User
iOS +3.5%
Android +2.1%
Purchase Completed
iOS +12.6%
Android +9.12%
We now know what exactly the concerns are when customers cancelled their orders. Solving the concerns can make users feel more confident to purchase.
What I learned
If you want people to take out money from their pocket, you should reduce their concerns in a good way at a good time, which is so interesting to me.
Based on different cultures or habits of different users in different countries, there will still be some common behaviors or customs of valuing the price.