- As we prepare to launch new pricing tiers, it is imperative to verify the suitability of our current payment processes, ensuring that the introduction of these tiers does not result of an increase in friction.
- Hotjar surveys have revealed several pain points associated with our current page and have shed light on broader concerns regarding how we present pricing within the signup.
- We are pleased to announce the introduction of two new memberships, ‘Core’ and ‘Plus’.
Our data indicates a 20% user drop-off rate at the payment screen due to concealed fees, resulting in user confusion and a preference to discontinue the signup process. A strategic solution is imperative to address this issue.
Research, Zoning, Prototyping, UI/UX Design, Interviews
Why are we building this?
Who is it for?
- Parents.
When/where/how will it be used?
- This screen appears in the signup funnel after the account has been created and a card has been selected, prior to payment.
Desired outcome/vision
- Parents can easily understand the 3 types of charges/fees: custom cards, membership fees, parent wallet load.
- Parents understand which of the above are fees vs transfers and recurring vs. one-off.
- Parents understand that their trial is in fact free, and they can cancel at any time.
- Parents can easily choose between Core & Plus plan.
Understanding of Charges:
- 70% of users do not fully comprehend the charges.
Differentiating Monthly and One-Time Payments:
- 60% of users were confused regarding whether the card involved a monthly payment or not.
Clarity on Card Pricing:
- The majority of users understand the card pricing.
Blockers:
- Most users has issues with fees, uncertainty about charges, and a lack of clarity regarding membership fees, especially whether they apply to one child or multiple.
Top-Up Definition:
- Many users struggle to grasp the concept of ‘top-up,’ and they are hesitant about making payments and topping up simultaneously. They prefer to perform these actions later within the app.
Free Membership Expiry Awareness:
- Users have not noticed the text below the CTA button, and consequently, they are uncertain about when their free membership will expire.
Perceived Usefulness of Quotes:
- While most users find the quotes interesting, they do not find them useful.
Wanted Results
Questions
“Yes what is 2.99 for trial ? Do u mean everytime I transfer money to his account I get charged or is it monthly fees ?”
“Why am I being charged”
“Why is it a monthly fee for a child ?”
“Why do i need to pay £2.99”
“I don’t understand this membership fee”
Emotions
Frustration: Arising from unexpected hidden fees.
Confusion: Regarding distinguishing between monthly and one-time payments.
Apprehension: Stemming from the website's claim that the app is free.
Reassurance: Found in the quote that emphasizes the importance of parents investing in teaching kids about money.
Hesitation: Elicited by the perceived high costs, leading to questions like "Why am I being charged?", "Why is there a monthly fee for a child?", and "Why do I need to pay £2.99?"
Lack of Understanding: Regarding the membership fee.
Competitor research for price tiers and payment method
From this research, I have come to understand that our summary payment page lacks transparency. Additionally, I have been able to identify a pattern in terms of payment summaries and how to display different memberships/plans.
Ideation
Following extensive research, wireframing, and the application of insights gained from various surveys, I developed a range of diverse design solutions.
What we learned
- Users were very good at understanding and distinguishing between different features.
- Certain challenges were identified within the functionality, user do not understand what "Money Mission" feature is.
- Users demonstrated significant enthusiasm for the cashback and interest features.
- The process of selecting plans was characterized by its clarity and ease of comprehension.
- 2 out of 5 users, expressed a preference for the Plus plan when presented with Design 1.
- Meanwhile, the majority, with 3 out of 5 users, indicated a preference for the Plus plan when exposed to Designs 2 and 3.
Final Design
Now that we’ve set our new pricing tiers, our next step is to work on improving payment method. These two projects are connected each other in the signup.
Research and iteration
Result from Reseach & Iteration
Charges
- We take great pride in our commitment to complete transparency, ensuring that all charges are clearly communicated.
- Our users have exhibited a thorough comprehension of the differentiation between monthly and one-time payments.
- Our users have also exhibited a comprehensive understanding of our 30-day free trial and the subsequent monthly payment structure.
Top up
- We've observed instances where certain users may have misconstrued the functionality of the parent wallet.
- Furthermore, there have been cases where users were caught off guard by the necessity of creating a parent account.
Final design
By splitting the information, it's now easier for users to locate the monthly fee and one-time payment. Additionally, this approach has improved fee transparency. Visually, we've added depth to the summary page. While the 'Top Up' page remains a crucial element in the signup process, its relocation to the end has resulted in a higher conversion rate. Users are now more committed to the signup before reaching this step.
OKRs
Objective
Key result
- Launch and drive uptake
- Clarity: 10/10 users say that charges and prices are clear.
- Transparency: 10/10 users say they are aware of all the charges.
- Top-up: 7/10 users say they understand what a top-up is, but they still have questions about it.
- Plans: No blockers on the membership screen.