SubTrack
Subscription Management App
Optimizing usage through understanding user desires
Project Background
SubTrack is a subscription management start-up that helps people take control of their subscription spending by viewing, cancelling, and assessing all their subscribed services in a single place.
Problem
I was provided a brief with target user demographics, the company’s brand personality, and a handful low-fidelity wireframes of their current desktop-only site. The company struggled with retaining users and was ready to reach a much broader audience by creating a mobile app.
My Role
I was brought on to design the core features of the mobile app experience, translating the primary features of their desktop site into a mobile-friendly version with a goal of increasing usage, retention, and customer satisfaction. I worked as the sole UX/UI designer.
Over the course of the 5 week project, I was responsible for:
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Identifying key elements of the product’s core features through user research, by way of user interviews and usability testing.
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Utilizing the iterative design process to create interactive low-fidelity and high-fidelity prototypes.
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Designing a solution that people found functional, enjoyable, and satisfying to use to increase user retention.
Tools: Figma, Miro, Zoom, Google Workspace
Research
Understanding and Empathizing with Users
I recruited participants through personal and professional connections to learn more about their wants from a subscription management solution, and understanding their behaviors surrounding managing multiple subscriptions.
6 user interviews: 3 men and 3 women ages 25-40 who are responsible for managing multiple subscription services, and who typically use their phone
“I estimate which subscriptions I’ll need each season based on the upcoming shows. I’ll pause certain services during off-seasons or threaten to pause to receive a lower price.”
-- D.N. User Interview
“I decide to renew or cancel certain subscriptions based on how often I’m using the subscription and if it brings the value to my life that I expect.”
-- R.H. User Interview
“I’d like to see how often I actually use my subscriptions, and keep track of what subscriptions are being used by family members and friends.”
-- J.L. User Interview
Analysis
Affinity Map
I created an affinity map to organize and analyze the information gathered from speaking with users.
None of the participants had used any other subscription management app that is offered currently, and responses confirmed that users want a centralized way to keep track of the details of their numerous subscriptions.
Key Findings
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The overarching user behavior is that people stay subscribed to services they find value in compared to their expectations, and cancel a subscription if it no longer bring value to their lives.
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All users want to pay as little as possible for each subscription, and some users refrain from cancelling in order to keep a legacy discount.
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Users want to be notified about a subscription’s upcoming renewal before being billed, as all users have experienced a subscription renewing unexpectedly.
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A lack of reminders tend to result in worsened customer perception of a business, disputes, or cancellations.
Problem Statements
Based on the user research conducted, I developed the problem statements:
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How might we help users understand the usage and value a subscription brings to their life to ease the decision-making process of keeping or cancelling a subscription?
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How might we show users an easy breakdown of pricing, including legacy or discounted pricing, and the option to easily cancel or pause their subscriptions?
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How might we remind users about subscriptions that are about to renew to avoid unexpected charges?
Determining Core Functions
Keeping the goal in mind to increase usage, retention, and satisfaction, I determined the core features of the minimum viable product.
1. A way to add meaningful details to subscriptions:
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Add people for shared subscriptions
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Add reasons for subscribing to the service
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Gauge how often a subscription is used
2. A way to sort or purge through a user’s various subscriptions:
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Show pricing of other available plans
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Indicate if a subscription is currently used often
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Warn if cancelling will remove discounted pricing
3. A way to be reminded of upcoming renewals:
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Use redundancy to be reminded through multiple channels
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Set custom reminder timeframes prior to upcoming renewals
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Set reminders to resubscribe to a paused service based on an event
User Flows
I selected two red routes to craft experiences for: adding a subscription and sorting through current subscriptions.
Design
Design System
I developed an updated brand identity that adapts SubTrack into the mobile environment, and crafted a design system creating components in Figma to build a cohesive and enjoyable mobile app experience.
Low Fidelity Wireframes
I created low-fidelity wireframes to present to stakeholders for feedback, and to begin usability testing with the target demographic.
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In order to capture all the key elements outlined in the MVP, I utilized progressive disclosure and Gestalt principles in order to preserve simplicity and reduce cognitive load.
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I created a solution for sorting through subscriptions in the form of a “usage audit”, which guides users through several subscriptions by focusing on one service at a time. This usage audit provided key details about usage, their reasons for subscribing, the recurring cost, and options to change their subscription.
Validation
Usability Testing
I conducted 7 moderated usability tests with personal and professional connections that showed interest in a more efficient way to manage their numerous subscriptions.
The primary goals for testing this low-fidelity prototype were:
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Identifying and addressing major usability, navigation and interaction issues
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Gather user sentiment of the “usage audit” feature
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Determine which elements users found confusing or overwhelming
Key Findings
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5 of 7 users thought the usage audit feature was meaningful and well-intentioned
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4 of 7 users appreciated the level of customization when setting reminders
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While all users enjoyed the details that could be added to a subscription, 3 of 7 users found screens overwhelming if they’re asked of— or presented— too much information at once
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All users said that they would continuously use this app to manage their own subscriptions, as long as it felt enjoyable and satisfying to use
Iteration
Creating and Usability Testing High Fidelity Prototypes
Based on the feedback I had received from the first usability test, I developed the high fidelity prototype while simultaneously addressing the major usability issues.
I added several interactions and animated transitions throughout the prototype with the aim of creating an enjoyable and satisfying experience when completing core tasks.
After creating the first set of high fidelity prototypes, I conducted an additional 7 usability tests to identify and address user pain points.
Addressing Usability Issues using the Iterative Design Process
Usability Problem
The home screen had too many options, confusing users where to start their tasks.
Proposed Solution
Simplify the home screen to the basic tasks and remove redundant buttons.
Validated Solution
Created a home screen that has “breathing room” and highlights relevant information.
Usability Problem
Users didn’t understand the purpose of the usage audit until it was explained to them.
Proposed Solution
Create an onboarding experience that explains the intention of the usage audit.
Validated Solution
Renamed the feature to SubSift and added an introduction explaining its purpose and function.
Usability Problem
Users tried to interact with static interface elements.
Proposed Solution
Clearly differentiate between interactive and static items.
Validated Solution
Utilized a cohesive style for buttons and text, and removed unnecessary colors and decorative elements.
Usability Problem
Users did not know how to edit the subscription reasons within the usage audit flow.
Proposed Solution
Redesign the screen to break up the process to focus users’ attention to their subscription reasons. Add buttons with clear actions.
Validated Solution
Designed a screen that highlights just reasons, with the ability to easily delete or add reasons.
Usability Problem
The options to set renewal or resubscribe reminders was overwhelming and confusing.
Proposed Solution
Use progressive disclosure to break up and simplify the process.
Validated Solution
Split initial single screen into several and pare down options to reduce cognitive load.
Usability Problem
Users were overwhelmed by large chunks of text and inconsistent headings.
Proposed Solution
Use visual elements to separate information and create hierarchy.
Validated Solution
Grouped relevant information together and created a cohesive design language.
Key Findings
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All participants in the last usability test enjoyed using SubSift and felt that it was an innovative and thoughtful feature
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6 of 7 participants did not find any major usability issues or concerns and said they would use this app to keep track of their subscriptions
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All participants appreciated how enjoyable, satisfying, and complete accomplishing tasks were due to the colors, interactions, and animations
Prototypes
To view the complete clickable and animated prototype for each flow, click on the images below to open Figma in a new tab, respectively.
Adding meaningful details to a new subscription
Sorting through active subscriptions using SubSift
Insights
Looking Ahead
SubTrack provides an innovative and enjoyable way to manage subscriptions and understand the value each subscription offers. It helps people save money and gain awareness of the services they use, and brings control to subscription spending.
By highlighting value, purpose, and utility within an engaging and enjoyable tool, users are highly likely to continuously use and enjoy SubTrack.
Next Steps
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Design and develop a calendar and categories to further enable users to view and sort their subscriptions through different perspectives.
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Implement a pricing calculation feature that provides users insights to their monthly and yearly spend, sorted by category or type, and integrate this into SubSift to help users understand their overall spending and potential savings.