Jeevansathi Membership
Revamp
B2C Domain
I worked on project as product designer. I collaborated with 2 Front End Developers, 1 Back End Developer and 1 Product Manager.
January 2020 - 2 month Duration
7.65 % Increase in overall revenue
Overall revenue increased by 7.65% through Android App and Mobile-site i.e. ~72K Rupees per day.
Ticket distribution moved towards the higher ticket size plans.
IMPACT
What is our competitor's are doing ?
I checked Jeevansathi's direct competitors. Other than these I also checked subscription plans of Netflix, Amazon Prime, Telecom companies and Evernote.
COMPETITIVE ANALYSIS
DESIGN GOAL
Removing Navigation Block
Similar views of text and CTA's reduces the clarity of users' action on the page. So my approach was to make the user flow easier to navigate.
Making plans easy to compare
The goal is to make the plan easy to compare and remove cognitive load in decision making.
TAKE AWAYE
What I learned from the process?
It was amazing having the opportunity of recognising a problem that was neglected, advocate for it, all the way to seeing the amount of impact it had on both users and the organisation. During this process, I was able to build trust within my organisation. I understood "How design can lead a project". I learned the strength of cooperation where everyone is working towards a higher goal.
Power of design research
With the help of design research, I was able to identify the most relevant content to be presented on screens
Business Understanding
While working closely with Business Heads and Product Managers I have learned a lot in terms of value generation and monetisation
What is Jeevansathi (Matrimony) ?
Jeevansathi.com is an Indian matrimonial portal owned by Info Edge. It has the Business to Customer (B2C) model. There are four platforms on which Jeevansathi is live -a website, android app, ios app and mobile site. User is provided with recommendations of profiles according to their preference and expectations. Users expresses interest in profiles they like and wait for a response. To view contact details and initiate conversations members have to buy service plans.
Being a matrimony platform Jeevansathi has a huge set of personas, mostly driven by emotions and high expectations. My main focus was on understanding users behaviour and requirements. I also co-ordinated with PMs, Business Analysts and Development teams. I was the sole designer documenting patterns, controls, and best practices.
INTRODUCTION
Four different plans
Jeevansathi have four different plans. All the plans have some additional features than the previous plan.
Three duration each
Each plan have three durations - 3 months, 6 months and unlimited. In the end we have overall 12 different plans with different pricing.
RESEARCH
Insights from research phase
I found following issues after research.
Difficult to compare
As the number of plans is huge, it becomes very difficult for users to compare plans.
Plan names are not self explanatory
Only Jeevansathi have message sending plan. Plan name are not self explanatory. Its difficult to generate connections between pricing and duration
Business goals are different
Pricing difference between two consecutive plans is relatively low. Companies want to persuade the users in buying higher value plan
High number of plans
All three competitors have huge number of plans up to 16 plans maximum. Shaadi.com have relatively less number of plans.
1.Understanding plan structures
I explored different plans and benefits structuring them according to varied durations.
RESEARCH
RESEARCH
Drilling down to root cause
We were doing Ad campaigns and there was multiple ingress point to reach our membership flow but still, there was no significant increase in our revenue. Membership flow was overlooked by our team and I decided to present a basic case study so that we can approach revamping. The research was divide into following phase
1. Competitive Analysis
Jeevansathi have two direct competitors Bharat matrimony and Shaadi.com. The goal of the
competitive audit is to discover the insights
3. Checking existing user session recordings
To get better insights on the interactions I checked recording session of existing users. The motive was to recognise quick fixes.
2. Understanding users perspective
To understand the user perspective I did few user interviews and gathered insights.
2.Understanding user perspective
To understand the user perspective I did few user interviews and gathered insights. I spoke to people from age group 24 yrs - 32 yrs and tried to understand there perspective on decision making performed during plan selection and buying.
RESEARCH
Insights from user study
Although, it's very generalised finding. But, I gathered information which we require to highlight to the users while creating design. First user will check the available plan, followed by the price then value and benefits , in the end user will check the duration.
3.Understanding existing design flaws
To get better insights on the inteactions i check recording session of existing users. The motive was to recognise quick fixes. These sessions were secure and no personal information of users were tracked.
RESEARCH
72 UX flow Recordings
< 30 Seconds
Recording session analysis
Few obvious design flaws were there in user journey. But still I checked membership flow recordings. Motive was to identify interaction based errors.
Insights from recording sessions
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Plan descriptions are information heavy
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Users are assuming that all the red color text is clickable
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Average time taken by users to scroll up and down on page is 30 sec but if we actually read the content then it takes more then 2 mins to read the entire page
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In the existing design user is getting confused on how to start checking plans
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Identifying next step is difficult
Jeevansathi has a 36 % of dropout rate on the membership flow. The refund rate is high because plans and benefits are not clear to the user.
PROBLEM STATEMENT
Detailed Workflow
The detailed workflow covering multiple tasks is shown below. It reflects the objective defined in research slides.
SOLUTION
Final Design Highlights
Below are my design decisions behind this solution
SOLUTION
Iterations done on cards
The below slides shows the design decision making process. How I have reached to the existing solution.
SOLUTION
Card design explanation
I tried numerous solutions to present 3 critical facts: Duration, Feature and Price. We were emphasising "Number of contact views" as a key feature but the usage of this feature is relatively very low. After discussions with the Product Manager and Business head, we decided to remove the "Number of contact view" and made it unlimited for all the users.
SOLUTION
Membership flow wasn't upto the mark !
In Infoedge we were encouraged to find the areas of improvement in the product. So, while touring through the membership flow I was not satisfied with the existing experience. To cross-check first I went to the Analytics team. I found there was a bounce rate of around 34% - 36% on regular basis. To dig deeper I went to the customer support team and found out they're regularly raising refund tickets as users were not clear about membership plan benefits.