Business Goals

The following business goals were defined:

1. Encourage new users to subscribe to premium during signup.
2. Offer current free users premium upgrades in login and in-app.
3. Enhance the paid experience with better features.

Target User

Tech-savvy, budget-conscious 18-24-year-olds, frequent mobile users, and content consumers who highly value streaming.

Analyzing Competition

I researched existing streaming apps, identifying valuable features like multiple subscription tiers and ad-free options from services below:

I integrated these into my design, refining features like benefits clarity, which lacked definition in some competitors.

User Flows

Designed two flows for users transitioning from free to premium:

1. New Users subscribing during onboarding:

2. Existing Users upgrading within the app

Design & Testing

Usability Testing: I conducted remote wireframe testing with four participants experienced in freemium upgrades. Key tasks included subscribing in the onboarding flow, accessing premium content, and navigating features.

This testing informed several design adjustments:

Feature Clarity

Clarified how users earn premium days through sharing:

Feedback

Added confirmation banners for key actions:

Upgrade Options

Integrated upgrade CTAs in key screens like Home, TV Details, and Downloads:

Upgrade Visibility

Users wanted multiple ways of upgrading subscription tiers in different locations within the app, so I made sure to include the upgrade option on multiple key screens:

Interaction Design

I designed fluid interactions, such as easily discernible tap states and horizontally scrollable shelves, to meet users’ expectations in streaming:

Added Value

The ability to watch all episodes of a TV show demonstrates the added value of the premium service to the user:

Hi-fi Testing

Final usability testing revealed minor adjustments needed for clarity:

1. Adding prominent Sign Up / Login options on landing screen:

2. Enhanced login visibility on landing screen:

3. Differentiated similar upgrade buttons for clarity:

Impact

My designs met the primary business objectives:

1. Created a clear premium upgrade path during signup and login.
2. Integrated multiple in-app upgrade opportunities.
3. Demonstrated premium value through access to exclusive content.

Conclusion

This project achieved the company’s goals, and with additional time, I would explore expanded media options to increase the appeal of premium services.

‍

Business Goals

The following business goals were defined:

1. Encourage new users to subscribe to premium during signup.
2. Offer current free users premium upgrades in login and in-app.
3. Enhance the paid experience with better features.

Target User

Tech-savvy, budget-conscious 18-24-year-olds, frequent mobile users, and content consumers who highly value streaming.

Analyzing Competition

I researched existing streaming apps, identifying valuable features like multiple subscription tiers and ad-free options from services below:

I integrated these into my design, refining features like benefits clarity, which lacked definition in some competitors.

User Flows

Designed two flows for users transitioning from free to premium:

1. New Users subscribing during onboarding:

2. Existing Users upgrading within the app

Design & Testing

Usability Testing: I conducted remote wireframe testing with four participants experienced in freemium upgrades. Key tasks included subscribing in the onboarding flow, accessing premium content, and navigating features.

This testing informed several design adjustments:

Feature Clarity

Clarified how users earn premium days through sharing:

Feedback

Added confirmation banners for key actions:

Upgrade Options

Integrated upgrade CTAs in key screens like Home, TV Details, and Downloads:

Upgrade Visibility

Users wanted multiple ways of upgrading subscription tiers in different locations within the app, so I made sure to include the upgrade option on multiple key screens:

Interaction Design

I designed fluid interactions, such as easily discernible tap states and horizontally scrollable shelves, to meet users’ expectations in streaming:

Added Value

The ability to watch all episodes of a TV show demonstrates the added value of the premium service to the user:

Hi-fi Testing

Final usability testing revealed minor adjustments needed for clarity:

1. Adding prominent Sign Up / Login options on landing screen:

2. Enhanced login visibility on landing screen:

3. Differentiated similar upgrade buttons for clarity:

Impact

My designs met the primary business objectives:

1. Created a clear premium upgrade path during signup and login.
2. Integrated multiple in-app upgrade opportunities.
3. Demonstrated premium value through access to exclusive content.

Conclusion

This project achieved the company’s goals, and with additional time, I would explore expanded media options to increase the appeal of premium services.

‍