Meetup

Growing subscriptions

Background

Improving conversion for subscriptions

Meetup has been a dominant force in helping people stay connected and build community for over 20 years. The cornerstone of the product's success is the groups and events that event organizers pay to host and organize through the platform. I was tasked with figuring out ways to help improve the conversion and experience of someone just starting as a Meetup organizer.

How might we improve the existing subscription flow to help increase the conversion rate for both web and apps? How might we better optimize for the platform that the flow is shown on?

Role

Lead product and visual design

Timeline

6 months from conception, iteration to launch

Platform

Web and mobile apps

Strategy

Research showed how nervous new organizers are when starting a group.

Put yourself in the shoes of someone who has just decided to start a new group. You're excited to build a community, plan events, and make new friends, but negative thoughts begin to gnaw at you. What if no one shows up to the events you plan? What if someone looks at the group name or description, and it's not enough to entice them to join your group?

After conducting user interviews, we learned that organizers were highly motivated to create their communities but nervous about the possibility of failing. They needed support and structure to start a new group to help build their confidence that they could succeed.

Looking at the current experience, multiple opportunities were discovered to provide support to organizers.

For the mobile apps experience, starting a group consisted of a single screen with input fields. It was unclear to organizers:

  1. Why were these specific questions being asked?
  2. What would be a "good" response to the questions?

The apps’ screens also needed to be better optimized for a mobile experience. They lacked an overall understanding of screen real estate and asked users to do more than one action per screen, making it harder for users to comprehend. 

*Above images from competitive analysis for mobile apps.

On web, the content often covered up the input fields, preventing users from seeing what information they added to their group. There were also significant drop-offs between screens, signaling that there was too much friction and not enough support for these users.

The existing designs contributed to the uncertainty that the new organizers group would succeed, and users also questioned whether they completed the steps correctly since the content and designs were confusing.

Solution On Apps

Each step contextualized

Each step included a question, context for the screen's purpose, and an input field that was visible even if the keyboard was active. The steps are broken down this way to help users understand how each step contributed towards creating their group and building their confidence along the way.

Design modernization

Considering app best practices, the overall design was intended to feel more minimalistic and simpler to use despite having more steps.

The Solution On Web

Optimizing for mobile web

Similar to the apps redesign, we included context for each step, while making sure the input fields were visible even if the keyboard was active. 

Keeping important information on desktop scannable

Moving the tips and some context to the right side of the screen and aligning the steps to the left, helped to encourage scannability.

Results

Outcomes

+30% Lift on apps

+20% Lift on web

Results were positive for both tests and resulted in 100% adoption of the news designs.

Capital One

MONEY Teen Checking

Redesigning a joint checking account for teens and their parents and guardians, each with their own unique experience.

Read More

USA TODAY

Elections 2016

Reimagining USA TODAY NETWORK’s 2016 general elections and outlook experiences for desktop and mobile web.

Read More