Trial Activate

FabFitFun - Product Design Intern

Summary:

During my time at FabFitFun, I created and implemented UX designs which were integrated into the website through A/B testing. Most of my designs were for the top of the funnel, where prospects became subscribers. I also had the opportunity to work on a couple projects for the Mobile app team.

My Role

Create a design that highlights the benefits of upgrading to a full membership, as well as a plan comparison between the two full membership plans offered.

Objective

Design an eye-catching section that clearly highlights the additional perks of becoming a full time member.

Details

This project involved doing research, drawing out basic wireframes, and then creating high fidelity mockups of the design.

  • Research: I started off by conducting research of other companies that either have an upgrade option or have multiple plans that you can choose from. While doing research, I found that a lot of companies show the basic and upgraded plans side by side to display the differences between the two. This seemed like an effective design that would be able to display a lot of information without overloading the user. I also noticed how companies highlighted certain plans over others and what tactics they used to draw attention to certain plans.

  • Wireframes: I created basic wireframes for this project, both on paper and using software. My main intent for these wireframes was to ensure that I would be able to fit all the necessary information in the right area without overwhelming the user. Below are wireframes I made for this project, both desktop and mobile.

  • High Fidelity Mockups: After completion of the wireframes, I started creating the high fidelity mockups in Sketch. Some of the obstacles I faced were spacing and image selection, but after I got over those hurdles I was able to design something that clearly displayed the two different price points and also drew attention towards why the upgraded membership is better. Some tactics I used while creating these mockups were utilizing color, text placement, and highlights, which were all combined together to showcase the upgraded membership.

Outcome

This design was ran in the A/B test and has increased upgrade rate by 16.4% ($2.8M/year increase)