Membership Business Model
I was tasked with developing the UX/UI for a subscription-based model for the CAROL bike whereby customers would be required to pay a weekly, monthly, or yearly recurring fee in exchange for access to a range of ride types, integrations (such as Peloton classes), and other new features, such as music tracks . This was a key business need so that ongoing (recurring) revenue could be delivered.
- CAROL Bike
Research
Started to research in detail different subscription business models from a number of different companies including Dropbox, Deliveroo, Hulu and Disney +, which was followed up with in-person interviews with CAROL customers about what they would like to see from a subscription model.
Personas
Home users who ride the bike everyday and are willing to pay for new rides and features, commercial customers like gyms who have the bike in store for people to use and new customers who are interested in purchasing the bike but would like to start a free trial period to see if it's worth subscribing to something more.
User Flow
Consisting of two main customer flows, one being for existing customers and one being for new customers, the focus for this process was around sign-up, creating an account, setting up a free trial or membership plan for existing customers.
Concepts
With the research gathered from the CEO, customers, developers and online platforms, I started to sketch up what the subscription model might look like, and how it could potentially function within the platform (and brand), as well as considerations for it operating alongside third party applications like Chargebee and recurring billing software to scale subscriptions with flexible pricing & billing logic.
Wireframes
The initial sketches provided a good outline for the wireframes, where I primarily focused on the form layout and the content which would sit within the subscription plan.
Visual Design
The design is within the newly formed CAROL branding, but also reflects the need from core users for the design to be relatively plain and visually simple. For an internal review, I also put together a brief demo/prototype for the CEO and Developers to get feedback on structure, design and the content within the subscription model.
