Subscription Ux redesign

PROJECT TYPE

UX Design

MY ROLES

Art Director, UX Architect

TEAM ROLES

Collaborating Teams

  • Digital Marketing

  • Copy

  • Development

  • Order processing

Tools

  • Sketch

  • Photoshop

  • InVision

BACKGROUND

Our Daily Bread Ministries' most popular and recognizable product is the printed Our Daily Bread devotional booklet. It is offered in 58 languages in 150 countries. One of the main goals of the ministry is to continue to provide this proven resource to more individuals for free.

When someone in the US would sign up to begin a subscription to Our Daily Bread they would fill out a basic form online which would begin their subscription of a 90 day edition every quarter. What nobody realized through this experience is that there is an alternative version of the devotional available. Our Daily Bread also comes in a 30 day edition delivered on a monthly basis. This monthly version has a lot more features that are beneficial to the reader and offers a much better overall experience. It is available to those who financially support the organization.​

Subscribers could sign up for a quarterly or monthly subscription model but weren't presented that option.

The organization had research and customer data showing that recipients of the monthly edition were much more engaged and responsive. They were more likely to stay connected with Our Daily Bread Ministries and support its efforts. The challenge that the team and I faced was to increase the awareness of this alternate edition, offer a clear path to sign up for it, and not make the user feel pressured to provide financial support.

GOALS

  1. Increase awareness and subscription rates for the monthly edition of Our Daily Bread.

  2. Allow the user to decide whether they want to offer financial support without pressure.

  3. Inform users of the differences in versions to help them make educated decisions.​

The original subscription experience.

RESEARCH

In a similar fashion to the Donations UX Improvements project, our team was lead by the Senior Director of Digital Marketing. As a group we were assigned some pre-work research to complete so that we could come in to this 2-day session ready to discuss and act decisively.

In addition to the research and reading assignments we all participated in subscribing to other resources from a variety of companies and organizations. We then all went through the existing Our Daily Bread subscription experience as well.

After gathering our notes and presenting our research findings we set to work discussing the changes that could be made to the site design and user journey. We evaluated industry best practices and made sure to include representatives from development, customer contact, and order processing to ensure that everything we worked on would be achievable as well as reduce customer confusion and support needs.

DESIGN

During the session, initial wireframes were drawn out on whiteboards for quick demonstration and easy alterations. Once we had agreed upon wireframes, we identified all areas of copy that would need to be generated. Aubree Berg began working on low-fidelity designs and other members of the group started crafting the copy.

Within these 2 days a variety of designs were created and plans were put into place to test them against the existing experience.

Testing

The testing quickly revealed the most effective design: a layout that compared the 2 editions side-by-side detailing what was available in each version. It indicated that it was a preferred experience and that it also was available with a financial gift of any amount. The layout also gave quick access to subscribe to that preferred edition in a mobile environment without having to scroll through the full page.​

Samples from the multivariate testing that was performed.

We tested other aspects of the experience beyond the initial product selection. We wanted to make users of the quarterly edition aware that they could still provide financial support without any pressure to do so. We also wanted to see if subscribers were interested in receiving an extra copy of an Our Daily Bread booklet with their first mailing to share with a friend, something that had not been offered as an option before.

Development

Due to the team being able to report successful results based on the redesigned experience, the project was elevated to be one of the first features that was worked on when the organization transitioned to SAFe (Scaled Agile Framework) practices. The process involved analyzing the test we had run, modifying the designs for some slight experience improvements as well as bringing it inline with our developing Digital Design System, and coordinating the full roll out with all connected teams and departments.

The final design that was implemented based on testing results and additional improvements.

Results

After having the updated experience active for a full year the team reported the following year over year statistics.

  • 31% increase in monthly edition subscriptions

  • 826% increase (no that's not a typo) in number of donations from subscribers to the quarterly edition. It turns out that they wanted to donate and we had just not informed them that they could or offered them the ability to do so.

  • 261% increase (again, not a typo) in overall donation amounts through the subscription experience.

  • 25% of subscribers opting to receive a one-time additional copy to share. This increases the organization's exposure to new potential subscribers as well as reduces internal costs of subscribers signing up for regular shipments of multiple copies they may not want to continue receiving.

Team Comments

"In my time at Our Daily Bread Ministries, THIS is the project that I have seen immediately make the biggest impact, and Jeremy was a main stakeholder and champion of this much-needed update. He and Aubree worked tirelessly through multiple rounds of designs and user testing to provide users with an optimal experience. They constantly had the user's needs and behaviors at the front of their designs, which resulted in an excellent design from even the very earliest drafts. As development commenced, Jeremy and Aubree worked closely with developers to guide the process of implementing new features that enhanced the designs, and after launch, Jeremy and Aubree were ready to swiftly make design edits for testing based on data and user feedback. As the stats clearly show, this project has made a large financial and ministerial difference for the ministry."

– Anne Bauman, Digital Engagement Manager

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