Membership Flow - UX/UI - AYCIN CAKI (eye-chin cha-ku)

Redesign UX/UI of Multi-step Membership Flow

The Challenge:

The existing multi-step organization registration flow is causing a significant portion (25%) of new organizations to abandon the process. Additionally, the "Premium" service is not being selected by a substantial majority (72%) of organizations. The challenge is to address these issues by revamping the registration process and finding effective ways to upsell the "Premium" service.

Objectives:

Improve User-Friendly Registration Flow: Design a new registration flow that offers a seamless and intuitive experience for users signing up for membership, reducing abandonment rates and increasing user satisfaction.
Increase Upsell of "Premium" Service: Enhance the visibility and desirability of the "Premium" service, leading to a higher percentage of organizations opting for the premium offering during registration.

Solution:

Service Name Refinement: To increase the appeal of the premium offering, the service name was changed from "Premium" to "Member Benefits." This new name emphasizes the added value and exclusive advantages that organizations can enjoy by subscribing to the service.
Clear Feature Presentation: The "Member Benefits" service features were presented as clear and compelling bullet points, highlighting the unique advantages it offers to subscribing organizations. This approach ensures that users understand the benefits they will gain, increasing the appeal of the premium option.
Free Trial Offer: To encourage more organizations to opt for the premium service, a 30-day free trial was introduced. This enables organizations to experience the added benefits first-hand without committing to a payment upfront, making it a risk-free opportunity to explore the premium features.

Results:

The new registration flow saw a 20% decrease in abandonment rates, leading to a higher conversion rate of completed registrations.
The rebranded "Member Benefits" service garnered increased interest, resulting in 40% uptick of organizations selecting the premium offering during registration.
The introduction of the 30-day free trial contributed to higher engagement and adoption rates, enticing more organizations to explore the premium service and ultimately leading to an increase in paid subscriptions.

Learnings:

Value of Branding: Reframing the service from "Premium" to "Member Benefits" highlighted the tangible value for users, demonstrating how strategic naming can significantly impact user perception and engagement.
Importance of Clarity: Clear presentation of features and benefits proved crucial in increasing conversions, emphasizing the importance of transparency and simplicity in product communication.
Impact of Risk-Free Trials: The 30-day free trial reduced barriers to entry, showcasing the power of risk-free offerings in boosting engagement and adoption.
User-Centric Design: Streamlining the registration flow highlighted the importance of user-centric design, reaffirming that reducing friction leads to better completion rates and overall satisfaction.