About This Project
ScoreSense, a One Technologies brand, offers monthly subscriptions to all 3 credit bureau scores and reports. Prior to me leading the UX/UI team, there had been no significant user experience changes to the subscription enrollment path for four years. As a result, the conversion rate had remained either neutral or trended downward based on the segments of traffic.
Strategy
To increase subscription conversion past the seven-day free trial period by improving knowledge of the ScoreSense product, informing users of the specific deficiencies in their credit reports, and pointing them to specific product solutions to improve their credit life.
Approach
Through a comprehensive review of our direct competitors, as well as other subscription-based products that offer a trial period, I led the complete overhaul of the brand experience, content, and enrollment flow by first creating a wireframe prototype. I then led the UX/UI team into design and content explorations that achieved clearer representations of the product offering, increased the value proposition of the product to move users to input a credit card to start the trial period, and began the process of developing a design system and core set of reusable templates, components, and form fields.
After a series of online preference and five-second memory tests, I then led usability testing with prospective customers to evaluate the current state flow against the recommended new flow. The team then made enhancements to the design, and we began a lengthy A/B test process to systematically replace the old design with the new - measuring drop off and conversion rates along the way.
Result
Over 18 months of intensive testing, I increased the overall conversion rate by 40% past the payment page. As a side effect of converting more knowledgeable and qualified prospects, I also increased subscription revenue from $115 per customer to $124.