A deep dive into the premium subscription model, where curiosity creates conversion.
Role: Sole Product Designer (with mentorship from a Chief Design Officer)
Timeline: 1 month-long concept project for my Springboard UI/UX certification
Constraints: Project prompt, Limited time, Sole designer, Lack of universal subscription model
Impact: 5/5 participants expressed overwhelming satisfaction with final version of subscription prompts, 4/5 participants chose to activate their free trial activation upon onboarding prompt
Business Objective
Opus, is a freemium eBook app aimed at avid readers, that wants to monetize by adding a paid monthly/yearly subscription.
The Challenge
The company brought me on board to help bring attention to the new premium subscription through the sign-up and service flow.
Reading has cemented itself as an engaging hobby since the dawn of humanity, and the activity imparts boundless benefits onto its recipient. According to a study by Pew Research Center, roughly a quarter of American adults (23%) said they haven’t read a book in whole or in part during 2020, whether in print, electronic or audio form. It is imperative then, to allow ease of access to a vast library, as well as enticing reasons to continue reading to the populace, to ensure book reading will be enjoyed by countless people.
Discovery
As no universal subscription model exists, I performed a study of current industry leaders.
To get an overview of the problem space, I reviewed the existing subscription models of Spotify, Youtube Music, and Soundcloud. Each service promoted their paid subscription in alternate ways.
This helped me understand that I had the flexibility to adopt different aspects of the subscription model into my service.
Discovery
I dove into further competitive analysis to get a better grasp of the business decisions that went into promoting a paid subscription.
It had become clear that there were multiple approaches a business could take in order to entice a user to pay for their service. Thus, I analyzed as many services as I could in order to recognize the appropriate methods that were at my disposal within the context of my project.
Synthesis
Insight: The context by which a business promotes its service matters.
After analyzing the following services, there came to light three distinct approaches in which a successful freemium subscription model could be attributed to.
Information Architecture
What sort of prompt finds the balance between empowering business goals while remaining unintrusive?
I landed on contextually relevant pop-ups interspersed throughout the app flow, where some specifically limited user action by occurring during the middle of a task. This method allowed me to proceed with testing which type of prompt the users would find more appealing.
Low Fidelity Designs
I designed two separate flows to gauge user response to the subscription prompts on either occasion.
Here, I focused on the elements which were pivotal to evaluate during testing. This involved being particular with the type and iconography in order to convey the offerings of Opus Premium, and the ease at which it could be accessed from the “Sign Up / Log In” or “Free User’ flow.
I used a UI kit to build the low fidelity prototype, which used an eBook app as the template. This helped me to efficiently create the user tasks with the subscription prompt embedded in their flow.
Low Fidelity Test Results
Users found the app experience to be intuitive, but the subscription pop-ups were considered to be annoying and intrusive by the vast majority.
The low fidelity usability testing focused on evaluating which of the subscription prompts were favoured by users. The testing session was designed where users were told to perform tasks in order to test the design of Opus, but in reality were set up to measure their response to the subscription prompts.
This ensured a lack of possible special attention being paid to Opus Premium, as users were told of its existence as an extraneous addition to the service during the briefing.
The usability testing revealed
4/5 participants found the subscription pop-ups to be annoying and intrusive
3/5 participants had trouble understanding certain UI elements throughout their use of the service
Changes From Low Fidelity Testing
Pivot: Change to a permanent subscription card to eliminate repetitive pop-ups while simultaneously nudging the user in an implicit manner.
Possibly my most valuable insight from the usability testing would be that users mentioned their annoyance and frustration with the pop-up cards came from their repetitive nature, which in turn made them feel malicious and intrusive. After discussing this matter with my mentor, he suggested to try a more permanent approach.
Realizing I could promote Opus Premium in a more consistent manner, without causing user friction, I began to explore possible approaches. I created an onboarding segment to the “Sign Up / Log In” flow, as well an additional “Premium User Flow”, giving users the opportunity to explore both versions of the service.
High Fidelity Test Results
The new subscription cards were a resounding success, and incited great curiosity on specifics of the premium offering.
This testing session highlighted the true value of this project, where a single design decision can drastically overturn previous negative experiences with a service. From disliking the existence of the subscription pop-up cards, to loving and wanting to learn more about Opus Premium itself, the permanent cards cemented themselves as a success to the business goals and reducing user friction.
Now that the problem of promoting the paid subscription within the user experience was solved, the testing brought to light new problems as the focal point of the project.
The usability testing revealed
5/5 participants found the permanent subscription cards to be visually pleasing, inviting, and unintrusive
4/5 participants tried the free trial when prompted, showing effective subscription placement
3/5 participants wanted more information on the benefits of the paid subscription
3/5 participants wanted more clarity on how billing and changing the premium plan worked
High Fidelity Design Revisions
The final design focused on bringing clarity to the offerings of the paid subscription.
Here I made it my objective to ensure users would have little to no confusion regarding what the benefits of Opus Premium were over the free offering.
I added a carousel to inform users of the subscription service, iterated on the type throughout the app, and refined the payment screen so users would know exactly when their next billing cycle would begin.
A carousel details the benefits of the paid subscription in an efficient manner.
To create a cohesive experience throughout Opus, I refined the carousel available in the payment screen and transferred it over to the onboarding as well. This allows users to get a clear idea of the features being offered in the paid subscription before they even begin using the app.
I found this method to be the best way to reduce confusion, and increase user recognition of key words found throughout the subscription cards. This in turn reduces their total cognitive effort in understanding the context of the type.
Minor changes to the payment flow ensures users are reassured every step of the way of the details of their billing and subscription plan.
Multiple participants mentioned that it was unclear on when they would be billed next, or if ‘Upgrade Plan’ meant that the yearly paid subscription offered even further benefits.
Thus, it was important I make minor key iterations on the type of this flow such that users would trust the process and confidently continued on to completing their payment without any friction.
A Little Something Extra
There’s a dark side to each and every one of us.
As a little side project, I decided to make a dark mode version of Opus, as there are plenty of night owls whose eyes need saving from the bright colours of the interface.
I had lots of fun creating this, as it was my first foray into designing a dark mode, and I definitely learned a lot on what makes a dark mode visually pleasing while also retaining the brand identity.
Impact
The high fidelity testing displayed a substantial increase in both satisfaction with the subscription prompts and free trial activation.
During high fidelity testing, the benchmarks I tracked showed success towards the business objective of increasing revenue. In hindsight, there should have been a larger emphasis on metrics for success for the duration of this project.
There would have been abundant profit in collecting data on benchmarks such as user error rate, time to completion, and perceived value in the onboarding flows. Additionally, if this were a project set in the real world, user conversion and retention from the free trial to the paid subscription would have been essential to track.
Lessons I Learned
A single change can greatly impact business goals.
As this project showcased, the decision to make the subscription cards to be permanently etched within the free service flow, rather than a repetitive pop-up, resulted in a complete turnaround on user opinion of the service itself.
That insight has considerable utility in understanding how one particular approach can be highly detrimental to the success of a product and cease to drive revenue, while another sparks the curiosity of the user and perpetuates the conversion rate of free users upgrading to the premium offering.
A project’s value is bound to the quality of unbiased feedback it receives.
During the low fidelity testing, I had made it my objective that participants would not be clued into the fact that the intention of the service was to gauge their response to the promotion of the paid subscription.
This decision allowed users to focus more on the app experience itself, where they could speak their honest opinions on the execution of the subscription card pop-ups without any partiality.
If not for this setup, I would not have been able to realize the current design decisions were not what users were looking for, and the negative impact it was having on the business goals.
It helps to go the extra mile when conducting usability tests.
As it has been stated, this project has limitations due to its lack of status as a legitimately live service, as an existing user base would be familiar with the service offerings. It was then crucial that I give rise to a unique situation where I could probe user opinions of the service under the context of them having experienced both versions.
By being able to compare both services, users who accepted the free trial prompt enjoyed the application of the permanent subscription cards when requested to try the free flow, and free users displayed interest and satisfaction in the premium service once they upgraded to the premium subscription. Thus, the distinctive change to the user flow brought insights that would have otherwise not been found.
What’s Next?
Observe, evaluate, and perform further research.
Although Opus was described by participants as a valuable product, it would still be essential to validate its worth, as well as conduct further research into the designs I created.
Increase conversion to the premium subscription.
In this project, I measured success by looking at user response to the administration of the Opus Premium subscription prompts and activation of the free trial. In the context of a live service, it would be equally important to focus on benchmarking and improving the conversion from the free trial to paid. Such actions would also help to inform future decisions for Opus.
A deep dive into the premium subscription model, where curiosity creates conversion.
A deep dive into the premium subscription model, where curiosity creates conversion.
Role: Sole Product Designer (with mentorship from a Chief Design Officer)
Timeline: 1 month-long concept project for my Springboard UI/UX certification
Constraints: Project prompt, Limited time, Sole designer, Lack of universal subscription model
Impact: 5/5 participants expressed overwhelming satisfaction with final version of subscription prompts, 4/5 participants chose to activate their free trial activation upon onboarding prompt
Business Objective
Opus, is a freemium eBook app aimed at avid readers, that wants to monetize by adding a paid monthly/yearly subscription.
The Challenge
The company brought me on board to help bring attention to the new premium subscription through the sign-up and service flow.
Reading has cemented itself as an engaging hobby since the dawn of humanity, and the activity imparts boundless benefits onto its recipient. According to a study by Pew Research Center, roughly a quarter of American adults (23%) said they haven’t read a book in whole or in part during 2020, whether in print, electronic or audio form. It is imperative then, to allow ease of access to a vast library, as well as enticing reasons to continue reading to the populace, to ensure book reading will be enjoyed by countless people.
Discovery
As no universal subscription model exists, I performed a study of current industry leaders.
To get an overview of the problem space, I reviewed the existing subscription models of Spotify, Youtube Music, and Soundcloud. Each service promoted their paid subscription in alternate ways.
This helped me understand that I had the flexibility to adopt different aspects of the subscription model into my service.
Discovery
I dove into further competitive analysis to get a better grasp of the business decisions that went into promoting a paid subscription.
It had become clear that there were multiple approaches a business could take in order to entice a user to pay for their service. Thus, I analyzed as many services as I could in order to recognize the appropriate methods that were at my disposal within the context of my project.
Synthesis
Insight: The context by which a business promotes its service matters.
After analyzing the following services, there came to light three distinct approaches in which a successful freemium subscription model could be attributed to.
Information Architecture
What sort of prompt finds the balance between empowering business goals while remaining unintrusive?
I landed on contextually relevant pop-ups interspersed throughout the app flow, where some specifically limited user action by occurring during the middle of a task. This method allowed me to proceed with testing which type of prompt the users would find more appealing.
Low Fidelity Designs
I designed two separate flows to gauge user response to the subscription prompts on either occasion.
Here, I focused on the elements which were pivotal to evaluate during testing. This involved being particular with the type and iconography in order to convey the offerings of Opus Premium, and the ease at which it could be accessed from the “Sign Up / Log In” or “Free User’ flow.
I used a UI kit to build the low fidelity prototype, which used an eBook app as the template. This helped me to efficiently create the user tasks with the subscription prompt embedded in their flow.
Low Fidelity Test Results
Users found the app experience to be intuitive, but the subscription pop-ups were considered to be annoying and intrusive by the vast majority.
The low fidelity usability testing focused on evaluating which of the subscription prompts were favoured by users. The testing session was designed where users were told to perform tasks in order to test the design of Opus, but in reality were set up to measure their response to the subscription prompts.
This ensured a lack of possible special attention being paid to Opus Premium, as users were told of its existence as an extraneous addition to the service during the briefing.
The usability testing revealed
4/5 participants found the subscription pop-ups to be annoying and intrusive
3/5 participants had trouble understanding certain UI elements throughout their use of the service
Changes From Low Fidelity Testing
Pivot: Change to a permanent subscription card to eliminate repetitive pop-ups while simultaneously nudging the user in an implicit manner.
Possibly my most valuable insight from the usability testing would be that users mentioned their annoyance and frustration with the pop-up cards came from their repetitive nature, which in turn made them feel malicious and intrusive. After discussing this matter with my mentor, he suggested to try a more permanent approach.
Realizing I could promote Opus Premium in a more consistent manner, without causing user friction, I began to explore possible approaches. I created an onboarding segment to the “Sign Up / Log In” flow, as well an additional “Premium User Flow”, giving users the opportunity to explore both versions of the service.
High Fidelity Test Results
The new subscription cards were a resounding success, and incited great curiosity on specifics of the premium offering.
This testing session highlighted the true value of this project, where a single design decision can drastically overturn previous negative experiences with a service. From disliking the existence of the subscription pop-up cards, to loving and wanting to learn more about Opus Premium itself, the permanent cards cemented themselves as a success to the business goals and reducing user friction.
Now that the problem of promoting the paid subscription within the user experience was solved, the testing brought to light new problems as the focal point of the project.
The usability testing revealed
5/5 participants found the permanent subscription cards to be visually pleasing, inviting, and unintrusive
4/5 participants tried the free trial when prompted, showing effective subscription placement
3/5 participants wanted more information on the benefits of the paid subscription
3/5 participants wanted more clarity on how billing and changing the premium plan worked
High Fidelity Design Revisions
The final design focused on bringing clarity to the offerings of the paid subscription.
Here I made it my objective to ensure users would have little to no confusion regarding what the benefits of Opus Premium were over the free offering.
I added a carousel to inform users of the subscription service, iterated on the type throughout the app, and refined the payment screen so users would know exactly when their next billing cycle would begin.
A carousel details the benefits of the paid subscription in an efficient manner.
To create a cohesive experience throughout Opus, I refined the carousel available in the payment screen and transferred it over to the onboarding as well. This allows users to get a clear idea of the features being offered in the paid subscription before they even begin using the app.
I found this method to be the best way to reduce confusion, and increase user recognition of key words found throughout the subscription cards. This in turn reduces their total cognitive effort in understanding the context of the type.
Minor changes to the payment flow ensures users are reassured every step of the way of the details of their billing and subscription plan.
Multiple participants mentioned that it was unclear on when they would be billed next, or if ‘Upgrade Plan’ meant that the yearly paid subscription offered even further benefits.
Thus, it was important I make minor key iterations on the type of this flow such that users would trust the process and confidently continued on to completing their payment without any friction.
A Little Something Extra
There’s a dark side to each and every one of us.
As a little side project, I decided to make a dark mode version of Opus, as there are plenty of night owls whose eyes need saving from the bright colours of the interface.
I had lots of fun creating this, as it was my first foray into designing a dark mode, and I definitely learned a lot on what makes a dark mode visually pleasing while also retaining the brand identity.
Impact
The high fidelity testing displayed a substantial increase in both satisfaction with the subscription prompts and free trial activation.
During high fidelity testing, the benchmarks I tracked showed success towards the business objective of increasing revenue. In hindsight, there should have been a larger emphasis on metrics for success for the duration of this project.
There would have been abundant profit in collecting data on benchmarks such as user error rate, time to completion, and perceived value in the onboarding flows. Additionally, if this were a project set in the real world, user conversion and retention from the free trial to the paid subscription would have been essential to track.
Lessons I Learned
A single change can greatly impact business goals.
As this project showcased, the decision to make the subscription cards to be permanently etched within the free service flow, rather than a repetitive pop-up, resulted in a complete turnaround on user opinion of the service itself.
That insight has considerable utility in understanding how one particular approach can be highly detrimental to the success of a product and cease to drive revenue, while another sparks the curiosity of the user and perpetuates the conversion rate of free users upgrading to the premium offering.
A project’s value is bound to the quality of unbiased feedback it receives.
During the low fidelity testing, I had made it my objective that participants would not be clued into the fact that the intention of the service was to gauge their response to the promotion of the paid subscription.
This decision allowed users to focus more on the app experience itself, where they could speak their honest opinions on the execution of the subscription card pop-ups without any partiality.
If not for this setup, I would not have been able to realize the current design decisions were not what users were looking for, and the negative impact it was having on the business goals.
It helps to go the extra mile when conducting usability tests.
As it has been stated, this project has limitations due to its lack of status as a legitimately live service, as an existing user base would be familiar with the service offerings. It was then crucial that I give rise to a unique situation where I could probe user opinions of the service under the context of them having experienced both versions.
By being able to compare both services, users who accepted the free trial prompt enjoyed the application of the permanent subscription cards when requested to try the free flow, and free users displayed interest and satisfaction in the premium service once they upgraded to the premium subscription. Thus, the distinctive change to the user flow brought insights that would have otherwise not been found.
What’s Next?
Observe, evaluate, and perform further research.
Although Opus was described by participants as a valuable product, it would still be essential to validate its worth, as well as conduct further research into the designs I created.
Increase conversion to the premium subscription.
In this project, I measured success by looking at user response to the administration of the Opus Premium subscription prompts and activation of the free trial. In the context of a live service, it would be equally important to focus on benchmarking and improving the conversion from the free trial to paid. Such actions would also help to inform future decisions for Opus.
A deep dive into the premium subscription model, where curiosity creates conversion.
A deep dive into the premium subscription model, where curiosity creates conversion.
Role: Sole Product Designer (with mentorship from a Chief Design Officer)
Timeline: 1 month-long concept project for my Springboard UI/UX certification
Constraints: Project prompt, Limited time, Sole designer, Lack of universal subscription model
Impact: 5/5 participants expressed overwhelming satisfaction with final version of subscription prompts, 4/5 participants chose to activate their free trial activation upon onboarding prompt
Business Objective
Opus, is a freemium eBook app aimed at avid readers, that wants to monetize by adding a paid monthly/yearly subscription.
The Challenge
The company brought me on board to help bring attention to the new premium subscription through the sign-up and service flow.
Reading has cemented itself as an engaging hobby since the dawn of humanity, and the activity imparts boundless benefits onto its recipient. According to a study by Pew Research Center, roughly a quarter of American adults (23%) said they haven’t read a book in whole or in part during 2020, whether in print, electronic or audio form. It is imperative then, to allow ease of access to a vast library, as well as enticing reasons to continue reading to the populace, to ensure book reading will be enjoyed by countless people.
Discovery
As no universal subscription model exists, I performed a study of current industry leaders.
To get an overview of the problem space, I reviewed the existing subscription models of Spotify, Youtube Music, and Soundcloud. Each service promoted their paid subscription in alternate ways.
This helped me understand that I had the flexibility to adopt different aspects of the subscription model into my service.
Discovery
I dove into further competitive analysis to get a better grasp of the business decisions that went into promoting a paid subscription.
It had become clear that there were multiple approaches a business could take in order to entice a user to pay for their service. Thus, I analyzed as many services as I could in order to recognize the appropriate methods that were at my disposal within the context of my project.
Synthesis
Insight: The context by which a business promotes its service matters.
After analyzing the following services, there came to light three distinct approaches in which a successful freemium subscription model could be attributed to.
Information Architecture
What sort of prompt finds the balance between empowering business goals while remaining unintrusive?
I landed on contextually relevant pop-ups interspersed throughout the app flow, where some specifically limited user action by occurring during the middle of a task. This method allowed me to proceed with testing which type of prompt the users would find more appealing.
Low Fidelity Designs
I designed two separate flows to gauge user response to the subscription prompts on either occasion.
Here, I focused on the elements which were pivotal to evaluate during testing. This involved being particular with the type and iconography in order to convey the offerings of Opus Premium, and the ease at which it could be accessed from the “Sign Up / Log In” or “Free User’ flow.
I used a UI kit to build the low fidelity prototype, which used an eBook app as the template. This helped me to efficiently create the user tasks with the subscription prompt embedded in their flow.
Low Fidelity Test Results
Users found the app experience to be intuitive, but the subscription pop-ups were considered to be annoying and intrusive by the vast majority.
The low fidelity usability testing focused on evaluating which of the subscription prompts were favoured by users. The testing session was designed where users were told to perform tasks in order to test the design of Opus, but in reality were set up to measure their response to the subscription prompts.
This ensured a lack of possible special attention being paid to Opus Premium, as users were told of its existence as an extraneous addition to the service during the briefing.
The usability testing revealed
4/5 participants found the subscription pop-ups to be annoying and intrusive
3/5 participants had trouble understanding certain UI elements throughout their use of the service
Changes From Low Fidelity Testing
Pivot: Change to a permanent subscription card to eliminate repetitive pop-ups while simultaneously nudging the user in an implicit manner.
Possibly my most valuable insight from the usability testing would be that users mentioned their annoyance and frustration with the pop-up cards came from their repetitive nature, which in turn made them feel malicious and intrusive. After discussing this matter with my mentor, he suggested to try a more permanent approach.
Realizing I could promote Opus Premium in a more consistent manner, without causing user friction, I began to explore possible approaches. I created an onboarding segment to the “Sign Up / Log In” flow, as well an additional “Premium User Flow”, giving users the opportunity to explore both versions of the service.
High Fidelity Test Results
The new subscription cards were a resounding success, and incited great curiosity on specifics of the premium offering.
This testing session highlighted the true value of this project, where a single design decision can drastically overturn previous negative experiences with a service. From disliking the existence of the subscription pop-up cards, to loving and wanting to learn more about Opus Premium itself, the permanent cards cemented themselves as a success to the business goals and reducing user friction.
Now that the problem of promoting the paid subscription within the user experience was solved, the testing brought to light new problems as the focal point of the project.
The usability testing revealed
5/5 participants found the permanent subscription cards to be visually pleasing, inviting, and unintrusive
4/5 participants tried the free trial when prompted, showing effective subscription placement
3/5 participants wanted more information on the benefits of the paid subscription
3/5 participants wanted more clarity on how billing and changing the premium plan worked
High Fidelity Design Revisions
The final design focused on bringing clarity to the offerings of the paid subscription.
Here I made it my objective to ensure users would have little to no confusion regarding what the benefits of Opus Premium were over the free offering.
I added a carousel to inform users of the subscription service, iterated on the type throughout the app, and refined the payment screen so users would know exactly when their next billing cycle would begin.
A carousel details the benefits of the paid subscription in an efficient manner.
To create a cohesive experience throughout Opus, I refined the carousel available in the payment screen and transferred it over to the onboarding as well. This allows users to get a clear idea of the features being offered in the paid subscription before they even begin using the app.
I found this method to be the best way to reduce confusion, and increase user recognition of key words found throughout the subscription cards. This in turn reduces their total cognitive effort in understanding the context of the type.
Minor changes to the payment flow ensures users are reassured every step of the way of the details of their billing and subscription plan.
Multiple participants mentioned that it was unclear on when they would be billed next, or if ‘Upgrade Plan’ meant that the yearly paid subscription offered even further benefits.
Thus, it was important I make minor key iterations on the type of this flow such that users would trust the process and confidently continued on to completing their payment without any friction.
A Little Something Extra
There’s a dark side to each and every one of us.
As a little side project, I decided to make a dark mode version of Opus, as there are plenty of night owls whose eyes need saving from the bright colours of the interface.
I had lots of fun creating this, as it was my first foray into designing a dark mode, and I definitely learned a lot on what makes a dark mode visually pleasing while also retaining the brand identity.
Impact
The high fidelity testing displayed a substantial increase in both satisfaction with the subscription prompts and free trial activation.
During high fidelity testing, the benchmarks I tracked showed success towards the business objective of increasing revenue. In hindsight, there should have been a larger emphasis on metrics for success for the duration of this project.
There would have been abundant profit in collecting data on benchmarks such as user error rate, time to completion, and perceived value in the onboarding flows. Additionally, if this were a project set in the real world, user conversion and retention from the free trial to the paid subscription would have been essential to track.
Lessons I Learned
A single change can greatly impact business goals.
As this project showcased, the decision to make the subscription cards to be permanently etched within the free service flow, rather than a repetitive pop-up, resulted in a complete turnaround on user opinion of the service itself.
That insight has considerable utility in understanding how one particular approach can be highly detrimental to the success of a product and cease to drive revenue, while another sparks the curiosity of the user and perpetuates the conversion rate of free users upgrading to the premium offering.
A project’s value is bound to the quality of unbiased feedback it receives.
During the low fidelity testing, I had made it my objective that participants would not be clued into the fact that the intention of the service was to gauge their response to the promotion of the paid subscription.
This decision allowed users to focus more on the app experience itself, where they could speak their honest opinions on the execution of the subscription card pop-ups without any partiality.
If not for this setup, I would not have been able to realize the current design decisions were not what users were looking for, and the negative impact it was having on the business goals.
It helps to go the extra mile when conducting usability tests.
As it has been stated, this project has limitations due to its lack of status as a legitimately live service, as an existing user base would be familiar with the service offerings. It was then crucial that I give rise to a unique situation where I could probe user opinions of the service under the context of them having experienced both versions.
By being able to compare both services, users who accepted the free trial prompt enjoyed the application of the permanent subscription cards when requested to try the free flow, and free users displayed interest and satisfaction in the premium service once they upgraded to the premium subscription. Thus, the distinctive change to the user flow brought insights that would have otherwise not been found.
What’s Next?
Observe, evaluate, and perform further research.
Although Opus was described by participants as a valuable product, it would still be essential to validate its worth, as well as conduct further research into the designs I created.
Increase conversion to the premium subscription.
In this project, I measured success by looking at user response to the administration of the Opus Premium subscription prompts and activation of the free trial. In the context of a live service, it would be equally important to focus on benchmarking and improving the conversion from the free trial to paid. Such actions would also help to inform future decisions for Opus.