Opportunity
30,000 logged-in, churned users hit the paywall every month. We have the opportunity to make it seamless for them to re-subscribe. We believe that these users already have high intent to convert since 20% of our current subscribers are re-subscribers
Duration
February 2025-March 2025
Role
Lead Product Designer
Skills​
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Product Strategy
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Interaction & Visual Design
Problem Statement
How might we capitalize on high-intent, logged-in users who used to be subscribers and are browsing our site?
Solution
A wall where we put your previously used payment method in front of you so you can easily re-subscribe in one click
How did we land there?
We did extensive design exploration before we landed on our final design.
Step #1 Journey Mapping
We started by mapping out the user journey end-to-end to make sure we covered our bases in identifying every step of the flow.
Step #2 Design Considerations
Before we could jump into visual exploration, there were a few things we knew we needed to keep in mind/prioritize.
Step #3 Flow Exploration
We wanted to make this experience as seamless as possible so originally we explored a 2 step approach similar to our existing embedded checkout experience, but we also decided to explore a one step experience to see if we could simplify the flow even more.
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Final Solution
We ultimately landed on shipping the 2 step flow as our MVP. We felt like the 1 step flow was visually cluttered and might deter users from converting.
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Impact/Performance
We saw really impressive data early after launching and we continue to see high conversion rates from this wall
Conversion performance
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At Bloomberg, our baseline conversion rate is 0.4%
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Our expectation for this project was to hit 0.5%
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We are now performing at 1.05%, meaning we more than doubled our baseline conversion rate
