Strava // Premium Offer Redesign
Overview
Strava is a leading fitness tracking app with a freemium model. While millions use the free version, converting them into paying subscribers is a visible challenge. The existing premium offer experience isn't clear & persuasive enough, leaving users unclear about the value they’d unlock.
Challenge
How might we redesign the Strava's free-trial experience to clearly communicate it's value without confusing or frustrating users?
Outcome
This short personal project was born out of an interview question "How would you re-design a feature or an app that you're currently using".
Categories
Mobile Application
After my sister diagnosed me as lazy, I decided to prove her wrong by focusing on fitness. I started running to keep myself fit for months and used Strava to track my progress. I enjoyed their freemium model and usually ignored their upsell attempts, but this one caught my attention. After two weeks of not using Strava, I opened the app and was welcomed with this.
Le Strava- Long time no see. Want to pay now?
Le me- 🤦🏻.. *about to ignore*
Le me- But Wait! 👀 It's not an upsell!! They're actually giving me a 30-day free subscription...
But my brain thought it was an upsell!!
There are 2 reasons why my brain thought that -
Contextual Design
First, at the top...
I noticed "Upgrade" CTA, which tells me... This is a paywall.
Mixed with a the '25% off banner'... Why the upsell in the background if you're giving it for free!?
UX approach - Always design something with consideration for its larger context.
Ambiguous Copy
👈 Then, Seeing the copy of "Subscription Preview" instantly made it feel like a payment screen
(even if it says preview)
👈 Ambiguous title
👈 List of Features
👈 "Maybe later" CTA
The overall "paywall look & feel"
Clever copy, feature list, a decline option...
all together scream "This is an upsell!"
UX Approach - Because of System 1 Thinking(referenced), we make rapid judgment calls based on previous patterns and experiences.
That's why it's crucial to understand the cognitive biases(referenced) that influence how we interact with products.
So... What should Strava do instead?
So... What should Strava do instead?
So... What should Strava do instead?
💡 Reframe the experience clearly as an automatic upgrade
So... What should Strava do instead?
01. Clear Title with clear value proposition that helps user process the offer easily without confusion
02. CTA aligned with the offer & without "decline" option because It's always better to be clear than clever, hence the intention is to frame it as an automatic upgrade
Strava // Premium Offer Redesign
Overview
Strava is a leading fitness tracking app with a freemium model. While millions use the free version, converting them into paying subscribers is a visible challenge. The existing premium offer experience isn't clear & persuasive enough, leaving users unclear about the value they’d unlock.
Challenge
How might we redesign the Strava's free-trial experience to clearly communicate it's value without confusing or frustrating users?
Outcome
This short personal project was born out of an interview question "How would you re-design a feature or an app that you're currently using".
Categories
Mobile Application
After my sister diagnosed me as lazy, I decided to prove her wrong by focusing on fitness. I started running to keep myself fit for months and used Strava to track my progress. I enjoyed their freemium model and usually ignored their upsell attempts, but this one caught my attention. After two weeks of not using Strava, I opened the app and was welcomed with this.
Le Strava- Long time no see. Want to pay now?
Le me- 🤦🏻.. *about to ignore*
Le me- But Wait! 👀 It's not an upsell!! They're actually giving me a 30-day free subscription...
But my brain thought it was an upsell!!
There are 2 reasons why my brain thought that -
Contextual Design
First, at the top...
I noticed "Upgrade" CTA, which tells me... This is a paywall.
Mixed with a the '25% off banner'... Why the upsell in the background if you're giving it for free!?
UX approach - Always design something with consideration for its larger context.
Ambiguous Copy
Then, Seeing the copy of "Subscription" instantly made it feel like a payment screen
(even if it says preview)
Ambiguous title.
List of Features
"Maybe Later" CTA
The overall "paywall look & feel"
Clever copy, feature list, a decline option...
all together scream "This is an upsell!"
UX Approach - Because of System 1 Thinking(referenced), we make rapid judgment calls based on previous patterns and experiences.
That's why it's crucial to understand the cognitive biases(referenced) that influence how we interact with products.
So... What should Strava do instead?
So... What should Strava do instead?
So... What should Strava do instead?
💡 Reframe the experience clearly as an automatic upgrade
So... What should Strava do instead?
01. Clear Title with clear value proposition that helps user process the offer easily without confusion
02. CTA aligned with the offer & without "decline" option because It's always better to be clear than clever, hence the intention is to frame it as an automatic upgrade
Strava // Premium Offer Redesign
Overview
Strava is a leading fitness tracking app with a freemium model. While millions use the free version, converting them into paying subscribers is a visible challenge. The existing premium offer experience isn't clear & persuasive enough, leaving users unclear about the value they’d unlock.
Challenge
How might we redesign the Strava's free-trial experience to clearly communicate it's value without confusing or frustrating users?
Outcome
This short personal project was born out of an interview question "How would you re-design a feature or an app that you're currently using".
Categories
Mobile Application
After my sister diagnosed me as lazy, I decided to prove her wrong by focusing on fitness. I started running to keep myself fit for months and used Strava to track my progress. I enjoyed their freemium model and usually ignored their upsell attempts, but this one caught my attention. After two weeks of not using Strava, I opened the app and was welcomed with this.
Le Strava- Long time no see. Want to pay now?
Le me- 🤦🏻.. *about to ignore*
Le me- But Wait! 👀 It's not an upsell!! They're actually giving me a 30-day free subscription...
But my brain thought it was an upsell!!
There are 2 reasons why my brain thought that -
Contextual Design
First, at the top...
I noticed "Upgrade" CTA, which tells me... This is a paywall.
Mixed with a the '25% off banner'... Why the upsell in the background if you're giving it for free!?
UX approach - Always design something with consideration for its larger context.
Ambiguous Copy
Then, Seeing the copy of "Subscription" instantly made it feel like a payment screen
(even if it says preview)
Ambiguous title.
List of Features
"Maybe Later" CTA
The overall "paywall look & feel"
Clever copy, feature list, a decline option...
all together scream "This is an upsell!"
UX Approach - Because of System 1 Thinking(referenced), we make rapid judgment calls based on previous patterns and experiences.
That's why it's crucial to understand the cognitive biases(referenced) that influence how we interact with products.
So... What should Strava do instead?
So... What should Strava do instead?
So... What should Strava do instead?
💡 Reframe the experience clearly as an automatic upgrade
So... What should Strava do instead?
01. Clear Title with clear value proposition that helps user process the offer easily without confusion
02. CTA aligned with the offer & without "decline" option because It's always better to be clear than clever, hence the intention is to frame it as an automatic upgrade
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