CONTEXT
PLUS is a membership feature offered by Tokopedia and Gojek to all users. It gives you benefits like free shipping without any limits, faster delivery, no app fees, and exclusive deals that can be used in the Tokopedia app or other apps.
PROBLEM DISCOVERY
Problem Highlights
#1 Unclear subscription journey
Subscribers were confused about how to renew their PLUS subscription and continue enjoying the benefits. They couldn't renew their plans automatically and had to wait for them to expire before manually repurchasing. This meant they had to go through the checkout process again and choose their subscription plan each time.
#2 Frustrating resubscription experience
Even if they knew how to resubscribe, subscribers had to go through too many steps, a total of more that 5 steps, to only renew their subscription.
These problems could affect the overall retention of subscribers and result in them bouncing when it comes to resubscribing. This implication had an impact on the business and product metrics.
PROBLEM DISCOVERY
Research
Quick highlight findings #1
Quick highlight findings #2
What is the trade-off?
As this project involved XFN such as the Payment and Digital Goods team that selama ini provide the flow and data for the crossed team for any capabilities like this, it was quite challenging as the other team was building similar feature but.
"How can we build convenience subscription renewal journey?"
PROBLEM DEFINITION
Design principle
After conducting research, including behavioral studies, I developed a design principle for this project. This principle will serve as a guide for the XFN and me to successfully navigate through the project and improve the overall user experience.