Onboarding & Subscriptions Conversion Redesign
Context
Kami Vision - technology
2 months
Tools Used
Figma
Adobe XD
InVision
My Contribution
UX Research
Wire-framing
Visual / Brand Design
UX Design
Prototyping
Team
Renee Yu, Product Designer
Business Background
Kami Home is a mobile application where users connect their security cameras to get live updates and also store footages. The software is currently running on ~4M devices worldwide.
The major focus of the application is getting users onboard seamlessly. However, the current flow is separated into 3 parts.
Kami’s business model relies on users converting from free version to paid subscription. The current conversion rate is only about 5%.
The Ask
The company approach me to redesign the onboarding flow and optimizing mobile conversion process to achieve the business goals of:
Increase customer conversion
Improve sign up and connect camera process
The Solution
I designed and delivered high-fidelity prototypes, comprising 23 mobile pages, along side with prototype that encompasses the new ideal flow.
The Impact
Client is very happy with the redesign and taking the design to implementation.
"The redesign of the subscription service and its flow has definitely created a stronger selling point and CTA for our users."
Design Process:
“How might we improve the current onboarding flow and create a seamless subscription conversion process?”
Research
In order to gain a deeper understanding of the pain points in the current onboarding and conversion process, we initiated the project by conducting initial analysis sessions with the VP of Product and the Lead Designer.
1) Initial analysis: I underwent the onboarding and conversion process as a first-time user to assess the current state of the design.
Findings:
Many unnecessaries tap flow for current signup process
Cloud plan subscription has no selling point
Alignment & UI inconsistency
2) Primary + secondary research: I interviewed 3 users to go through the same onboarding and conversion flows, documenting their needs.
Findings:
The onboarding process should feature a straightforward sign-up procedure with minimal information required
The subscription process should be frictionless and offer free trail
3) Competitor research: I conducted an analysis of Kami Home's major competitors to identify successful strategies and determine how we could position Kami Home effectively.
Findings:
After reviewing the following four companies, WYZE's onboarding process stood out the most. WYZE's security check is straightforward, and the 'connect camera' process is easy to understand.
WYZE's security check is straightforward, and the 'connect camera' process is easy to understand.
Redesign Main Focus
Minimize onboarding flow
Cloud plan / price comparison
UI inconsistency
User Flow
To ensure a seamless experience, I identified and redesigned the user flow for both the onboarding and conversion processes.
New Sign up + Connect Camera
New Subscription Conversion
Ideation
Using the user flow as a guide, we developed low-fidelity prototypes to evaluate usability with the stakeholders.
The key insight is that the subscription service needs to seamlessly integrate into the onboarding process.
With this in consideration, I developed an extremely streamlined sign-up flow that serves the same purpose.
Finally, to effectively showcase the cloud plans, I revamped the cloud plan feature page into a more user-friendly format.
Redesign Demo
The updated onboarding flow was successful during the user testing.
1) Onboarding:
The revamped signup process is now more intuitive and user-friendly. Users can complete the signup and start connecting their camera within just four screens.
2) Connect Camera:
All CTA buttons are aligned. The company color is used throughout the application.
3) Subscription:
The redesign cloud plan promotes the selling point of subscription service. It is the most important part to increase subscription conversion rate.
4) Survey: (new feature)
The system will provide recommendations based on the users’ answers, and suggest a best fit plan according to their needs.
Old vs. New
Sign-up Process
Old (left 3 screens) vs. New (right 2 screens)
Stakeholders emphasized the necessity of prioritizing the location page for business reasons. To align with the business model while streamlining user interaction, we integrated the location page with the create account/log in page, also enhancing the visibility of the call-to-action (CTA).
Provided additional social login options with compact logo designs
Revised the agreement wording, users no longer need to check a box
Included password hints
Verification Process
Old (left 3 screens) vs. New (right 2 screens)
The previous security verification process required switching between three screens (Kami app, email, and web service). The new design reduces screen switching.
Offered auto sign for new process
Incorporated proper use of white space to increase focal point
Cloud Plan
Old (left 3 screens) vs. New (right screen)
The updated design highlights the subscription's key selling points:
Option to skip is accessible only after scrolling through the plan features
Offer user to “See All Plans” before purchase
The statement "Features below aren't included in the free plan" is crucial on the page, as many users have indicated that they don't fully grasp the value of subscribing.
UI alignment
Survey (New Feature)
(2 survey questions -> the perfect plan result)
Take a survey to help you find the perfect plan. We designed a survey for new users in case they still don’t know which plan to choose after reading through the cloud plan options
Home page
Old (left screen) vs. New (right 2 screens)
To create a dependable and clean experience, we made sure the same blue company color is used throughout the app.
"Home" and "Away" CTA have been relocated for improved visual clarity
Add Device” has been contextually emphasized with increased contrast, making it more visually prominent.
*Home screen is designed differently if user hasn’t connect to any camera.*
Full Prototype
Stakeholders Feedback
Ian Ranahan (VP of Product):
"The redesign of the subscription service and its flow has definitely created a stronger selling point and CTA for our users."
Craig Tuttle (Lead Product Designer):
"I love the simplicity of the onboarding flow; that's definitely something our company will take into consideration."