Roboguru Paywall Revamp
Roboguru Paywall Revamp
Roboguru Paywall Revamp
Business Sector
Business Sector
Business Sector
CRM
CRM
CRM
Release Date
Release Date
Release Date
May 2023
May 2023
May 2023
Role
Role
Role
Product Designer
Product Designer
Product Designer
Project Overview
We want to increase free to paid conversion rate but also deliver “solutions” that can fairly cover both power users & non-power users “needs” in this Roboguru feature because 80% of Roboguru users are non-power users.
Project Overview
We want to increase free to paid conversion rate but also deliver “solutions” that can fairly cover both power users & non-power users “needs” in this Roboguru feature because 80% of Roboguru users are non-power users.
Project Overview
We want to increase free to paid conversion rate but also deliver “solutions” that can fairly cover both power users & non-power users “needs” in this Roboguru feature because 80% of Roboguru users are non-power users.
My Role
Desk Research, Mapping Use Cases & User Flows, Crafting High-Fidelity UI
My Role
Desk Research, Mapping Use Cases & User Flows, Crafting High-Fidelity UI
Background and Goals
Robuguru is a mobile and web based homework solver platform. The main feature is that users can get verified answers by the Master Teacher. The other feature is Robo Expert that allows users to upload questions via text or photos. Users can also answer homework from other users.
In December 2022, Roboguru introduced a Paywall to monetize their product. After 2 months of its release, the conversion rate from paying users was only 0.2%, and the bounce rate was 40%.
The data team concluded that Roboguru users are divided into two types of market, namely:
Experienced users (power users) who are more likely to subscribe
Non-power users who don’t need the paid feature.. About 80% of users are non-power users.
Many backlashes from social media about Roboguru paywall. Many users were disappointed that what was once a free platform is now paid.
Background and Goals
Robuguru is a mobile and web based homework solver platform. The main feature is that users can get verified answers by the Master Teacher. The other feature is Robo Expert that allows users to upload questions via text or photos. Users can also answer homework from other users.
In December 2022, Roboguru introduced a Paywall to monetize their product. After 2 months of its release, the conversion rate from paying users was only 0.2%, and the bounce rate was 40%.
The data team concluded that Roboguru users are divided into two types of market, namely:
Experienced users (power users) who are more likely to subscribe
Non-power users who don’t need the paid feature.. About 80% of users are non-power users.
Many backlashes from social media about Roboguru paywall. Many users were disappointed that what was once a free platform is now paid.
Objective Project
We want to create an image where “Paid Roboguru service has more attractive benefits, but you can still access Roboguru for free.” to be fair to the non-power users.
Primary metric : Increase Roboguru free to paid conversion rate
Secondary metric : Decrease bounce rate
Objective Project
We want to create an image where “Paid Roboguru service has more attractive benefits, but you can still access Roboguru for free.” to be fair to the non-power users.
Primary metric : Increase Roboguru free to paid conversion rate
Secondary metric : Decrease bounce rate
Objective Project
We want to create an image where “Paid Roboguru service has more attractive benefits, but you can still access Roboguru for free.” to be fair to the non-power users.
Primary metric : Increase Roboguru free to paid conversion rate
Secondary metric : Decrease bounce rate
Understanding Roboguru First Paywall Mechanism
Before I tackle the problems, I try to align the background, the objective, the mechanism of the paywall, why the design needs to be iterated and the journey that was set by the previous designer with the product manager.
Current Journey
From what I've gathered from the Product Manager, the timeline for the first Roboguru paywall release was too short. To accommodate the short timeline, the research part was skipped to design right away.
Breaking down the problems
To further understand about the problems,we:
Analyze negative comments by surfing on twitter regarding Roboguru Paywall
Do an In-depth interview with users to find out what their needs, motivation and pain points are.
Do UX Analytics to analyze users' path (to see where the non-power users bounce).
I found that most Twitter users are not aware of the free access option through watching ads. They mistakenly think that purchasing the package is the only way to bypass the paywall.
Research & Insights
We conducted the research with the In-Depth Interview methods with 6 participants (3 power users and 3 non-power users). The aims of this research are to understand:
Findings from the In-Depth interview
The majority of the non-power users are hesitant to subscribe due to lack of need and consider it too expensive.
Most of the subscribers are power users that need it and already know the values of Roboguru, which make the conversion easier.
The power users that subscribed need a clear entry point and transparent information about the validity period.
Users don't mind a paywall as long as they could still get free access from watching ads.
The locked content design seems to force users to subscribe because of the lack of context.
Some users do not know about the free access card because it’s kind of hidden.
Our solution for the iteration part
After collecting all the findings, we create How Might We (HMW) statements based on the data we have collected. Below are the statements:
How Might We show that “the subscription fee is not too expensive” to be considered
How Might We provide a clearer context in the locked content design to show that free access is an option.
How Might We provide an entry point where users can navigate / trigger easily to subscribe.
Non-subscribers could easily subscribe from the home page and profile without triggering the paywall.
Provide an entry point for subscribers to check their subscription validity and plan.
Understanding Roboguru First Paywall Mechanism
Before I tackle the problems, I try to align the background, the objective, the mechanism of the paywall, why the design needs to be iterated and the journey that was set by the previous designer with the product manager.
Current Journey
From what I've gathered from the Product Manager, the timeline for the first Roboguru paywall release was too short. To accommodate the short timeline, the research part was skipped to design right away.
Breaking down the problems
To further understand about the problems,we:
Analyze negative comments by surfing on twitter regarding Roboguru Paywall
Do an In-depth interview with users to find out what their needs, motivation and pain points are.
Do UX Analytics to analyze users' path (to see where the non-power users bounce).
I found that most Twitter users are not aware of the free access option through watching ads. They mistakenly think that purchasing the package is the only way to bypass the paywall.
Research & Insights
We conducted the research with the In-Depth Interview methods with 6 participants (3 power users and 3 non-power users). The aims of this research are to understand:
Findings from the In-Depth interview
The majority of the non-power users are hesitant to subscribe due to lack of need and consider it too expensive.
Most of the subscribers are power users that need it and already know the values of Roboguru, which make the conversion easier.
The power users that subscribed need a clear entry point and transparent information about the validity period.
Users don't mind a paywall as long as they could still get free access from watching ads.
The locked content design seems to force users to subscribe because of the lack of context.
Some users do not know about the free access card because it’s kind of hidden.
Our solution for the iteration part
After collecting all the findings, we create How Might We (HMW) statements based on the data we have collected. Below are the statements:
How Might We show that “the subscription fee is not too expensive” to be considered
How Might We provide a clearer context in the locked content design to show that free access is an option.
How Might We provide an entry point where users can navigate / trigger easily to subscribe.
Non-subscribers could easily subscribe from the home page and profile without triggering the paywall.
Provide an entry point for subscribers to check their subscription validity and plan.
The Results 🔥
Paywall Iteration:
After added 2 subscription packages and provide subscription entry point, the Average Revenue Per User (ARPU) increased by more than 2x higher than before.
The CVR to Paid has significantly improved, now ranging between 0.5% to 1% compared to the previous range of 0.3% to 0.5% from both power and non power users.
The bounce rate has successfully decreased, dropping from 60% to 30%.
The Results 🔥
Paywall Iteration:
After added 2 subscription packages and provide subscription entry point, the Average Revenue Per User (ARPU) increased by more than 2x higher than before.
The CVR to Paid has significantly improved, now ranging between 0.5% to 1% compared to the previous range of 0.3% to 0.5% from both power and non power users.
The bounce rate has successfully decreased, dropping from 60% to 30%.
Key Takeaways 💡
Don't underestimate user research. As a designer, we have to negotiate the right amount of time required with the PM and stakeholders especially for projects that affect the brand image
Learn how to deep dive funnel per funnel data and social media analytics to empathize with users.
Key Takeaways 💡
Don't underestimate user research. As a designer, we have to negotiate the right amount of time required with the PM and stakeholders especially for projects that affect the brand image
Learn how to deep dive funnel per funnel data and social media analytics to empathize with users.