XTRA: A Subscription Plan
Project Overview
Grindr is the world's most influential Gay, Bisexual, and Transgender Queer (GBTQ+) dating app that has tens of millions of users around the world.
Problem:
The main reason why free users do not purchase subscription plans is that they are not familiar with the advanced features and their benefits.
Solution:
To let free users be aware of the advanced features of our XTRA subscription plan, we designed corresponding push notifications to introduce these features. Through user research, we further improved these push notification designs, which led to a +15% click-through rate on the subscription page based on A/B test results.
My Role
UI designer, UX researcher
Skills
Adobe Illustrator, Figma, User interview
Duration
March 2019 (1 week)
Target Users
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Global free users
Design Process
The First Version
We designed UIs of the push notifications to introduce the advanced features of our XTRA subscription plan, including :
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To View 600 More Profiles
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Online Now Filter
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All The Filters
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Unlimited Blocks & Favorites
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Saved Phrases
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Explore Chat
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Message Read Receipt
User Research
We further conducted user interviews on the design styles and found that push notifications with human photos would be more attractive.
Final Design
Based on the observations from user research, we further improved the designed UIs by including human photos, using eye-catching styles, and describing the key details of the advanced features in our XTRA subscription plan.
Evaluation
According to the A/B test results, the improved version is actually better than the first version. Specifically, it brings a +15% click-through rate on the subscription page.
Reflections
The most valuable experience I learned from this project is that sometimes our initial thoughts and design might not be so close to the user’s expectations. More importantly, we can further improve our designs according to user research feedback, thus making the user’s expectations realistic in our product. In summary, we should emphasize more on “customer-centric” UI/UX design.