Lightful: Subscription Flow
Lightful is a social media tool designed to help charities and non-profits up-skill and save time through the power of social. Working with Lightful’s product team over two sprints I designed a billing application MVP for new and current users to purchase a paid plan with Lightful. Previously, users had to directly contact Lightful’s customer success team through email or chat support to purchase a plan. These apparent friction points needed to be resolved for future growth.
Team
Software Developers, Product, Scrum Master, Customer Success, Financial Officer, and Design
Role
Product Designer
Sprint kick-off
To kick things off we held a workshop with core team members and stakeholders to define project requirements and MVP goals. As a group, we prioritised product and business needs, technical requirements, challenges, assumptions, and gaps in our knowledge. A list of user stories was also written to inform our MVP’s requirements for different customer needs.
Top-level user needs
- User is able to easily navigate to billing applications from Lightful platform.
- User knows what plan they currently have and how many days till expiration/renewal.
- User is able to understand the top features of Lightful plans/digest plan details to compare.
- User is able to fill in form details without friction.
- User is informed they have switched plans.
- User is able to update and manage plan details.
Wireframes, user-flows, and design systems
I worked with Lightful’s various cross-functional teams to create wireframes based on requirements and needs gathered from our workshops. Working closely with both our GROWTH and development teams we defined a pricing structure and feature list based on customer and market research.
User-flows and design systems
Due to our Ray design system, I was able to quickly design high-fidelity user flows. Working in tandem with our development team we were able to design a working (coded) prototype to test.
User testing and findings
Goals of user testing surrounded both pricing/plan structure and prototype functionality. Working with our UX Researcher we tested paper prototypes of our pricing page with Lightful personas and prototype functionality with staff.
Top-level themes from research
- The pricing structure, users would expect to pay a sum for the free plan but much less for top tier plan
- A greater understanding of features users value most
- A deeper understanding of the budget and sign off process
- Pain points digesting and scanning feature list structure
Design iterations, touchpoints, & tracking strategy
Based on findings from user testing I worked with our Senior Developer and GROWTH team to make design iterations for the final launch billing MVP.
It was extremely important to me to set up a post-launch strategy on how we could measure and monitor billing progress over the next coming months. Working with our business analyst and Senior Developer we set up a number of segments to track drop off a payment journey.
With the launch of the MVP, I coordinated with Marketing and GROWTH teams to ensure new billing information would be updated on landing pages, Lightful.com, email marketing, etc
Reflections, results, and key takeaways
Within the space of 3 weeks, our team was able to create a functioning and delightful product. Through closer communication between the teams, we were also able to make design iterations and form partnerships which led to the creation of new projects; growth experiments, email onboarding, CS sprint showcase, and bi-weekly team hangouts.
Lightful now has a working billing MVP where users no longer need to contact customer success to subscribe but can pay via the billing application.