PROBLEM STATEMENT
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Their strategy is contributing and refreshing the content continuously, which helps them create revenues and lead the market. however, not all users can pay for this expensive subscription, especially during the pandemic when there were so many people who needed help with their mental problems but had a limited budget. My challenge is helping users subscribe to the app with an appropriate fee.
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HMW:
Create an intelligent system that allows users to subscribe to the services on an affordable fee.
WHO IS CALM?
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Calm is one of the top leading mindfulness apps in the market. This meditation app positioned itself as a superior app for Meditation and Sleep. Not only having Meditation and Sleep, but Calm app has also suggested many other services to subscribers, such as Calm Kids, yoga (movement), and self-consciousness (wisdom), to help subscribers strengthen their mindfulness.
CRAZY 8'S
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I went through some of the inspiration from other apps to improve my solutions. I then started sketching out some of the features that could refine the user experience.
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PROCESS
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My process included conducting user interviews to understand user's habits when they try to look for content that fits their needs, then creating a persona and user journey map to define the pain points as well as explore the opportunities. Applying the Crazy 8s method and card sorting to gather the evidence and from there approach the appropriate solutions. User testing was the step that helped me validate my findings and adjust the feature to the best result.
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There are two takeaways from the research and user interviews:
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1. Paying a high fee for meditation services is not a priority expense.
2. While users were using Calm, most of the users used a search tool to look for a suitable session. I assumed users just want to ..... WHAT
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PERSONA & USER JOURNEY MAP
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I created a persona and assumed the whole process of this user from the beginning, downloading the app through an online ad, answering questions to customize and filter their needs, hearing the first recommended session, and then signing up for a trial. I recognized that the moment they subscribe for trial is the touchpoint needed to develop a better path.
CARD SORTING
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Calm has a system of questions to filter the content and pick out the most suitable content for users. Nevertheless, users intend to use search tools to look for what they want. I assumed there were so many categories that were confusing them. Combining some of the categories to create a more straightforward system would be beneficial to users. My idea is that users could subscribe to what they like and reduce the subscription fee with the new system of categories.
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Clam currently has 9 total categories Meditation, Sleep, Calm Kids, Wisdom, Dailies, Music, Soundscapes, Movement, and For Work. After testing card sorting, I eliminated Dailies, Soundscapes, and For Work filters.
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Based on the result of Card sorting, there were some takeaways.
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1. Cards in“Dailies” and “For Work” could be combined into one category.
2. Some cards were evenly classified into two categories. Therefore, it will be convenient to maintain the "filter by labels" feature that Calm has currently.
After working on the research and concept, I quickly created my first facade of the Calm app with these new changes.
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1. Implement a paywall with three different packages for the subscription. One of them was customizable, allowing users to pick the top three fitting categories.
2. Merging some categories together.
The results of user testing also helped me address those new pain points for the next iteration.
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1. Three over four users pick the customizable plan.
2. All users understood the new feature in the limited package and successfully subscribed.
VALIDATION
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This is the important step to ensure the new findings effectively support users, I established the metrics for success measurement. They were:
1. The Increase in Conversion rate.
2.100% of users understand the constraints and finish the sign-up steps of the new package.
And I set out the Objectives in user testing to measure the success metrics.
1. Offer a cheaper subscription to users. Will users pick the new plan in a constrained financial situation?
2. Clarify the limits of the new package and the new sign-up steps for this one. Will users understand the constraints they will face in choosing this plan? Will they finish these sign-up steps?
ITERATE:
1. Added the name for each package to differentiate the content of those packages. Prioritize the cheapest package to the top of the plans.
2. The locked icons were quite small; only one tester could notice the contents that were accessible. Therefore I added the dark effect on those locked content and larger the lock icons.
THANK YOU!
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