Subscription & Paywalls
Subscription & Paywalls
Role: Product designer
Role: Product designer
Context
Context
Yandex was the first company which launched the single subscription Yandex Plus for the whole ecosystem in Russia. The updated subscription provided a significant boost in subscribers and the active audience.
Yandex was the first company which launched the single subscription Yandex Plus for the whole ecosystem in Russia. The updated subscription provided a significant boost in subscribers and the active audience.
Business goals
Business goals
Business goals
Business goals
When we launched Yandex Plus we had a lot of constraints. We hadn't changed the paywall alert for more than two years, so we had a colossal debt in design and code. We set three goals:
When we launched Yandex Plus we had a lot of constraints. We hadn't changed the paywall alert for more than two years, so we had a colossal debt in design and code. We set three goals:
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enhance C0 conversion (Purchase Product Trial);
enhance C0 conversion (Purchase Product Trial);
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explain users Yandex Plus benefits and remember to highlight the features of Yandex Music as well;
explain users Yandex Plus benefits and remember to highlight the features of Yandex Music as well;
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ensure scalability, as our agreements with mobile operators in various countries have yielded a significant number of subscribers and promotional opportunities.
ensure scalability, as our agreements with mobile operators in various countries have yielded a significant number of subscribers and promotional opportunities.
Research
Research
After analyzing the funnels and studying the competitors, I assembled the first version of the prototype. Later we conducted usability tests.
After analyzing the funnels and studying the competitors, I assembled the first version of the prototype. Later we conducted usability tests.
Our findings revealed that people were well-aware of Music's advantages, audio streaming is a highly competitive domain. However, over half the participants overlooked the Plus benefits, bypassing the button altogether.
Our findings revealed that people were well-aware of Music's advantages, audio streaming is a highly competitive domain. However, over half the participants overlooked the Plus benefits, bypassing the button altogether.
Interestingly, we uncovered some notable insights: users were keen to understand the core features of the app better, and they were pleasantly surprised to discover that we offer daily recommendations tailored to their preferences.
Interestingly, we uncovered some notable insights: users were keen to understand the core features of the app better, and they were pleasantly surprised to discover that we offer daily recommendations tailored to their preferences.
To validate these findings, we initiated an A/B test targeting 5% of DAU for a week. Regrettably, the outcome was less than optimal, showing a 30% decline in trial purchase conversion.
To validate these findings, we initiated an A/B test targeting 5% of DAU for a week. Regrettably, the outcome was less than optimal, showing a 30% decline in trial purchase conversion.
Designing phase
Designing phase
During the experiment, we received new input from our business development team: they couldn't reach an agreement with the rights holders on a unified restriction system for free listening for the next year.
During the experiment, we received new input from our business development team: they couldn't reach an agreement with the rights holders on a unified restriction system for free listening for the next year.
As a result, we had to take more drastic measures - we decided to abandon the freemium model and make access available only through subscription in iOS and Android apps.
As a result, we had to take more drastic measures - we decided to abandon the freemium model and make access available only through subscription in iOS and Android apps.
Next step I redesigned paywall and took into action all learnings and new directives. I focused on our unique features:
Next step I redesigned paywall and took into action all learnings and new directives. I focused on our unique features:
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smart playlists with recommendations based on users’ taste. They rocketed listening duration metric, and people loved them;
smart playlists with recommendations based on users’ taste. They rocketed listening duration metric, and people loved them;
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a catalog of movies and TV shows on Kinopoisk. Both platforms cater to entertainment needs;
a catalog of movies and TV shows on Kinopoisk. Both platforms cater to entertainment needs;
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the flexibility to enjoy music not just on personal devices, but also while using car-sharing services, in vehicles equipped with the Yandex Auto multimedia system, and at home through the Yandex Station.
the flexibility to enjoy music not just on personal devices, but also while using car-sharing services, in vehicles equipped with the Yandex Auto multimedia system, and at home through the Yandex Station.
Results and impact
Results and impact
We enhanced the conversion rate in C0 to 20% and in absolute to NDA%, maintained DAU and MAU levels (despite eliminating the freemium option).
We enhanced the conversion rate in C0 to 20% and in absolute to NDA%, maintained DAU and MAU levels (despite eliminating the freemium option).
Learnings
Learnings
It's important to conduct research regularly to understand how user perception and knowledge change, especially considering the highly competitive market.
It's important to conduct research regularly to understand how user perception and knowledge change, especially considering the highly competitive market.
It's not enough to validate hypotheses solely through A/B testing: it's always essential to conduct user research to understand the reasons and motivations, as well as to give users a voice.
It's not enough to validate hypotheses solely through A/B testing: it's always essential to conduct user research to understand the reasons and motivations, as well as to give users a voice.