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Media
Optimising Subscription Journeys for Multi-tier Pricing
Customer problems
Fragmented pricing experience: customers could only view 1 pricing plan on TV, requiring a 2nd device to see alternatives. This introduced friction and risked undermining trust in the purchase journey (lack of transparency).
Business Goals
Onboard more partners: A successful launch with Disney+ served as a proof of concept to attract and onboard additional partners to the model.
Scope & Constraints
Prospect (New Customers), Existing and Sky Q Legacy customers
Templates: limited to pre-defined components within the TV Products Commerce system.
Contractual obligations: considerations around legal agreements with our partners.
Impact & Success Metrics
12 weeks post-launch
• Beyond metrics, we also secured strong partner interest, validating scalability and strategic value.
16%
39%
$5.77
The Process
Research under constraints
With limited time, I adopted a lean research approach, using usability testing to address critical questions and shape the Account Menu design direction
"What features would be the most useful for users to access from the Account Menu?"
Over 50% felt current plan info would be the most useful.
"What icon representation of Account Menu resonates most with users?"
"What icon label would resonate most with users?"
Wireframes & Validation
The first iteration was a basic outline of the menu.
🔍Insight
• Participants wanted to compare plans or at least see details of their current plans before making a choice
• The "Upgrade to Pro" label created friction by feeling too much like a commitment.
• Participants felt the cross-sell section dominated the screen space.
Accessibility
As I had never produced blueline annotations before, I took the initiative to upskill by researching best practices and applying them to my designs. The process not only ensured accessibility compliance but also sparked a deeper professional interest in inclusive design.
Reflection
The Account Menu carried the weight of solving both user and business challenges; an ambitious scope for one feature. License management proved far more complex than anticipated, warranting deeper exploration.
Key takeaways
🔑 Early research (no matter the scope) pays dividends in clarity and confidence