There was limited budget and time for user research on the subscription flow. Initially I utilized references to identify common practices in subscription flows among other health apps. The following three apps were the primary references for the Ourself subscription flow. I chose to use references to better understand what users are already used to so I could better predict what they might expect from a subscription flow in a health app.

I created a list of key elements that were consistent across each reference app. I had to keep both user satisfaction and stakeholder value in mind. I knew I would have to back up my design choices to stakeholders because the subscription flow is critical to business revenue. The list of features I compiled included:

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• Value prop bullet points
• Clear "exit" or "go back" button
• Comparison chart or details
• Full width conversion button
• Highlighted check out button
• Clear pricing language + options

I started with quickly hand drawing 8 wireframes that incorporated each of the elements from the compiled list of features. From those hand drawn wireframes, I began to collect feedback from collaborators to narrow down the options. I knew I wanted to get down to 3 designs to mockup with full UI so I could test with users. I knew I would be gathering qualitative input from a small group of users, so as I eliminated 5 of the designs, I chose to combine designs that were similar. I wanted to move forward with testing concepts that were highly different so I could get deeper insight into what resonated with users on a conceptual level.

These are the three mockups I tested with users. Here is a quick summary of problems I handled and design choices I made in collaboration with our product manager.

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• Initially got stuck on the idea of having a value prop slideshow. Tested with users, got feedback that it was distracting from getting info they needed.
• Iterated on IA several times. Moving “Make an Impact” to different spaces on the screen. Used research on how important impact is to our users to find its final position: after value props and before pricing.
• Improved UI to be more balanced, round, and soft.
• Went with a darker appearance so that the subscription flow would stand out from the rest of the app which is a lighter color.
• Extended the length of scrolling to create more investment in subscribing for users to drive conversions.
• Combined the first and third designs to deliver the final subscription flow that would both provide users with all the info they need and drive conversions for our stakeholders.