Gift subscription journey
Gift subscription journey
While analyzing the data, I noticed a significant drop-off in our gift subscription flow. This prompted us to redesign the user experience, which in turn led us to rethink our entire conversion funnel.
Gift subscription journey
When data showed a major drop-off in our gift subscription flow, we set out to redesign the experience and it led us to reconsider the idea that shorter always means better in funnel design.
Product
Designer
Figma, AB Testing
Contentsquare
1,5-month
timeline
Product
Designer
Figma, AB Testing
Contentsqure
1,5-month
timeline
User feedbacks
User feedbacks
To better understand why users were dropping off, I gathered qualitative feedback from multiple sources. A common theme emerged: many users found the setup step confusing and unclear.
“I don’t understand who will receive the email, me or the recipient?”
“I think it's confusing”
“I don’t understand who will receive the email, me or the recipient?”
“I don’t understand who will receive the email, me or the recipient?”
“I'm not sure, what are my options?”
Journey map
Journey map
I used data and user feedback to create a journey map, outlining each step to visualize points of friction and identify opportunities for meaningful improvements.
I used data and user feedback to create a journey map, outlining each step to visualize points of friction and identify opportunities for meaningful improvements.
Low-fidelity sketches
Low-fidelity sketches
I started by sketching early layout ideas on paper. To make the funnel simpler, I split the step into two, to make the process easier and more intuitive for users.
I started by sketching early layout ideas on paper. To make the funnel simpler, I split the step into two, to make the process easier and more intuitive for users.
Digital wireframes
Digital wireframes
After these first drafts, I quickly moved on to black-and-white wireframes and shared them with the team for validation before moving forward.
After these first drafts, I quickly moved on to black-and-white wireframes and shared them with the team for validation before moving forward.
High-fidelity mockups
High-fidelity mockups
With the wireframes validated, I moved on to high-fidelity mockups, applying our existing design system to ensure visual consistency.
With the wireframes validated, I moved on to high-fidelity mockups, applying our existing design system to ensure visual consistency.
AB Testing & implementation
AB Testing
& implementation
To validate our redesign and address concerns about potentially impacting conversion rates, we ran an A/B test. The results were unequivocal: the new variation significantly outperformed the original, so we quickly implemented it.
To validate our redesign and address concerns about potentially impacting conversion rates, we ran an A/B test. The results were unequivocal: the new variation significantly outperformed the original, so we quickly implemented it.
Interested in working together?
I’d love to hear from you.
Get in touch
Interested in working together?
I’d love to hear from you.
Get in touch
Interested in working together?
I’d love to hear from you.
Get in touch