Roles
Product Designer
Project Type
iOS App Update Proposal
Tools
Sketch, Adobe XD, After Effects
Timeline
Dec 2019
Introduction
Today, automotive companies are applying the IoT concept to cars, aiming to increase the value proposition of their products. There are nearly 30 different connected car features a customer can use in today’s connected cars, including:
- ability to remotely lock or start your car through the internet
- set an invisible boundary alert around the car
- Find-My-Car similar to Find-My-iPhone
- set an invisible boundary alert around the car
- Find-My-Car similar to Find-My-iPhone
Our company’s connected services come in a trial period and a paid subscription after. Customers can either subscribe to all 30 services or a less-useful light version.
As with a digital product team, we aim to improve the user-centred design of these apps iteratively.
Design Process
My design method is a 5-step iterative cycle towards building a better product with increasing functionality based on user research.
1. Building Empathy & User Research
We built empathy for our users by conducting contextual interviews and analyzing customer usage and enrollment data. We were fortunate to have our ISP send us important data related to customer subscriptions (enrollments) and feature usage.
We gathered the following observations from our research:
1. Only a fraction of customers that buy connected vehicles are also subscribing (enrolling) in the services, whether trial or paid.
2. Low conversion rate of customers switching from trial subscription to paid.
3. Only 4-5 specific services out of the full suite are consistently being used throughout the year.
Current Conversion Rate
Out of a small sample size, we observed that less than 10 out of 100 connected vehicle buyers are converting to paid subscribers.
2. Define Problem & Hypothesis
Based on participant interviews and data analysis, it was clear that a very small percentage of total connected vehicle buyers ended up being paid subscribers in the end. In addition, the customers that were subscribed to the 30 connected services (in trial or paid) were only using 2-3 of them on a regular basis.
The hypothesis is that allowing users to select which services they want to subscribe to instead of a binary yes or no will increase subscription rate overall at the end of trial period.
3. Ideate
We built realistic personas based on the user research.
The major themes we distilled all research down to includes:
1. Users don’t end up using all the connected services in the trial period.
2. Users want auto-scheduling of features and easier login/access to the app.
We came up with a prototype that addresses these points.
4. Prototype
I built a basic prototype in Adobe XD that incorporates the main pain points we determined in the ideation stage.
5. Test
As a proposal, I suggested we conduct an A/B test between the control experience (A) and prototype (B) in which we change just the pricing window as soon as the trial subscription expires for customers.
The B experience adds the ability to select which services to purchase out of the full package instead of just a binary “Yes” or “No” action button.
The B experience adds the ability to select which services to purchase out of the full package instead of just a binary “Yes” or “No” action button.
Through statistical analysis, we should be able to determine whether or not the UI change will increase the subscription renewal rate significantly or not. In other words, we aim to answer the question: Do more customers choose to purchase the full package or some subset with the B experience rather than A?
The next step is to initiate the above A/B test and from the results we can start the next design iteration. Increasing the rate of learning from users and iterating on the app design will enable us to create a more user-friendly app.
