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AugierAI.com is a comprehensive AI-powered platform that supports small to mid-sized businesses throughout the entire procurement lifecycle, from identifying opportunities to teaming and project management. I joined this startup project as a UX Design Intern during the final semester of my Master's program. Working in a fast-paced environment during the platform's initial development phase provided me with valuable learning experiences. I contributed significantly to the project's success by designing user-centered and business oriented solutions to streamline workflows. I am sharing a small portion of the project I worked on, which is now live, in this case study.
Introduction
Introduction
AugierAI.com is a comprehensive AI-powered platform that supports small to mid-sized businesses throughout the entire procurement lifecycle, from identifying opportunities to teaming and project management. I joined this startup project as a UX Design Intern during the final semester of my Master's program. When I joined the project, the MVP had already been built, and my role was to help scale and improve it. Working in a fast-paced environment during the platform's initial development phase provided me with valuable learning experiences. I contributed significantly to the project's success by designing user-centered and business oriented solutions to streamline workflows. I am sharing a small portion of the project I worked on, which is now live, in this case study.
What is the Problem?
The company offered a free trial with full access to premium features for a limited period to attract potential customers. However, the conversion rates from free trial users to paid subscribers were below expectations. Upon closer inspection, I identified that the paywall page's existing design was a significant contributor to low conversion rates, primarily because the permanently available free plan was not visible on the paywall.
Here are the Key Issues Identified
Hidden Value
Users were unaware of the permanently available free plan, limiting their incentive to engage further.
Lack of Clarity
Users were uncertain about which plan was best for them, as there was no clear emphasis provided.
AugierAI.com is a comprehensive AI-powered platform that supports small to mid-sized businesses throughout the entire procurement lifecycle, from identifying opportunities to teaming and project management. I joined this startup project as a UX Design Intern during the final semester of my Master's program. Working in a fast-paced environment during the platform's initial development phase provided me with valuable learning experiences. I contributed significantly to the project's success by designing user-centered and business oriented solutions to streamline workflows. I am sharing a small portion of the project I worked on, which is now live, in this case study.
My Approach to the solution
To address these issues, I undertook the following steps:
Research & Analysis
Observed some of the leading websites on their approach for paywall page to understand best practices.
Overcoming Stakeholder Challenges
During the redesign process, I faced resistance from team members, including the CEO, who initially preferred integrating the free plan details within the basic plan card. I addressed this challenge by:
- Clearly articulating the potential for user confusion and friction if the free plan was visually and contextually merged with a paid plan.
- Emphasizing the importance of straightforward communication and clear distinctions among plan options.
Design Solution
After convincing the stakeholders, I Introduced a distinct Free Plan card prominently displayed to attract user attention, while strategically leveraging brand colors to differentiate and highlight the Premium and Basic plans, enhancing the overall visual hierarchy. Ensured clarity by explicitly stating features and clearly distinguishing the Free Plan from the paid options.
Introduction
AugierAI.com is a comprehensive AI-powered platform that supports small to mid-sized businesses throughout the entire procurement lifecycle, from identifying opportunities to teaming and project management. I joined this startup project as a UX Design Intern during the final semester of my Master's program. Working in a fast-paced environment during the platform's initial development phase provided me with valuable learning experiences. I contributed significantly to the project's success by designing user-centered and business oriented solutions to streamline workflows. I am sharing a small portion of the project I worked on, which is now live, in this case study.
Design Decisions Breakdown
Introduction
Meeting Business Goals
Visual Hierarchy & Color Theory:
-Applied a darker brand color to the Premium plan, communicating its value and importance.
-Used a lighter brand color for the Basic plan, establishing clear prioritization.
Strategic Card Placement:
-Enhanced visibility and comparison ease, driving users to actively consider premium upgrades.
Fulfilling User Needs
Transparency:
-Clearly communicated features included in the free plan, empowering users to make informed comparisons.
-Provided explicit information on the free trial's duration, enabling users to manage their exploration of premium features effectively.
Outcomes & Impact
After rigorous testing and refinement, the redesigned paywall page was launched:
- Immediate Results: Conversion rates increased significantly by 35% within the first three months post-launch.
- Improved Engagement: Clearer communication resulted in enhanced user satisfaction and reduced confusion.
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