Premium Upsell Redesign
The Problem
The original upsell experience had a low conversion rate, primarily due to poor communication of the benefits and a UI that felt outdated and uninspired. Users either skipped the offer altogether or abandoned the process mid-way due to confusion. Our task was to boost conversions by crafting an upsell journey that effectively educated users on the added value and provided a high-end, polished user interface that instilled confidence and desire.
My Role
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UX/Ui Design
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Experiment Design
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User Testing
The Team
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Colin Zhou, Product Manager
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Andre Gatti, iOS Developer
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Barry Sia, Android Developer
Overview
In this project, we embarked on a complete redesign of an upsell experience with the goal of increasing conversion rates. The existing upsell flow lacked clarity and failed to convey the true value of the additional product features. Our approach involved not only refining the user journey but also enhancing the educational content to better inform users, along with applying a premium UI treatment to create a more engaging and trustworthy experience.
Background
Tile Premium was originally launched in 2020 and had grown to about 500,000 subscribers by 2023, however subscriber growth has slowed, and user-base penetration was only about 0.5%. As an important revenue driver for the brand we launched a research effort to better understand the drivers and motivations for subscribing, and to improve the experience with the goal of increased subscriber penetration and revenue.
User Journey
To better understand the user journey and the various touch points for the premium upsell I documented the complete UX flows with all edge cases and user interactions
Original Design
Based on feedback from users collected via moderated interviews and member surveys we identified the following pain points with the existing design:
1
Lack of differentiation between tiers
2
Unclear feature descriptions
3
Confusing Pricing
4
Hidden details
5
Too much scrolling
Research Findings
Design objectives
Using data and feedback from users to improve the design
01
Better differentiation between tiers
Users were confused by the difference between Premium and Premium Protect. How might we better highlight these differences so users can make a more informed choice.
02
Improve feature descriptions
Users were confused by the features included in each tier and were looking for more information about each feature. Although this was included in the original design via explainers further down the page users were missing this information
03
Less Scroll
Users were missing the feature explainers below the fold, but once they understood the value of the featues they were much more likely to convert. How could we surface this information in a better way?
04
Feature Prioritization
Based on data from the member surveys it was clear that we needed to reprioritize the display of the features to better align with where users found the most value
Ideation
Based on the feedback from the initial testing I began exploring alternative designs to address the issued identified by the user research
Rd 1 Explorations
Rd 2 Explorations
Experiment Design
Solution
Outcome
The redesign led to a significant improvement in conversion rates. Users were not only more engaged with the upsell offer, but they also felt more confident in their purchasing decisions thanks to the enhanced educational content. The premium UI treatment helped reinforce the value of the upgrade, making the entire experience feel more like an investment in a superior product, rather than just an add-on.
34% increase in Conversion
80,000 new subscribers
$3.6 million revenue