Streamlining the Checkout Journey
Zoosk is a global online dating application that serves around 35 million members worldwide. The company began in 2007 and operates on an in-house proprietary matchmaking algorithm. Zoosk has services on mobile web, iOS, Android and Facebook.
Many Zoosk users find it challenging to navigate the subscription store's design flow effectively, especially when considering upsells and add-ons. They struggle to make personalized choices during the upgrade and checkout process. Additionally, the cluttered UI patterns and colors further confuse users, making it difficult to understand the interface clearly. After revamping this flow to streamline the experience and enhance clarity, Zoosk observed a significant increase in conversion rates.
My Role
Product Design Manager
The Team
Product Design Team
Company
Zoosk
The Challenge
Revamping the subscription store experience presented a significant challenge as it directly influenced user retention and acquisition for our application. It also shaped the initial user journey through our purchasing funnel.
Focus + Leadership
Strategy & Planning
Developed and implemented product and UX strategies to drive design initiatives. Conducted user story mapping sessions to inform strategic decisions.
UX Leadership
Increased product and team quality through user centered design focusing on key customer experiences and interaction design principles, ensuring designs aligned with our brand ethos.
Identifying Improvements
Auditing existing flows
I guided the team through three distinct phases of ideation, employing a user-centered approach throughout the process. We began by examining our existing user flows for responsive web design to pinpoint gaps and areas for enhancement. Our goal was to test various theories and develop multiple strategies to address these challenges, all while continuously iterating on the design.
Plan Selection
Increasing Focus
One key experience of the funnel that had existing friction was the select a plan screen. Through ideation we wanted to test a cleaner approach.
Enhanced visual hierarchy for clear focus on plan selections.
Streamlined payment process by separating payment info as a standalone step.
Adjusted typography hierarchy for transparent pricing presentation.
Implemented clear call-to-action to improve accessibility and user experience.
Premium Features
Introducing Upgrades
Introducing the upgrade store as a prominent step in the checkout process, we aimed to enhance user experience and increase upgrade visibility. Key improvements included:
Making relevant upgrades easily visible for informed decision-making.
Implementing descriptive copy and branded visual design affordances.
Simplifying the process for users to add or remove upgrades with ease.
Order Summary
Provided all relevant information
Introducing significant enhancements to the order summary, we aimed to streamline the checkout process for users. Key improvements included:
Allowing users to change plans, edit payment, and adjust upgrade selections seamlessly.
Restructuring the hierarchy of important information during final checkout to enhance clarity and transparency.
Final Results
Through several rounds of testing against the control, we refined our subscription experience to achieve remarkable results. Highlights include:
Zoosk initial subscriber registration grew 5.1%, driven by a balanced mix of plan durations.
Heightened uptake of both introductory upgrades and upgrades for established users.
Streamlined checkout flow, resulting in reduced user navigation time.
