Sounds.com Price Plans + Rewards
My Role
Product design& research
Project Overview
When Sounds.com was launched, its relationship with Native Instruments was not widely publicized, which meant that many of our subscribers did not understand that Sounds.com was in fact part of Native Instruments. In addition to this ongoing problem, we recently noticed that paid subscribers were dropping off after around three months, as they had all the sounds they needed to produce their latest music projects.
The goal of this project is to highlight the connection between Sounds.com and Native Instruments, and increase Sounds.com subscriber retention by showcasing a variety of plans with longer terms and attractive rewards.
By leveraging Native Instruments products as rewards, we hope to create more value for Sounds.com subscribers, as they are effects and virtual instruments that subscribers can start using to produce music right away.
UX Challenge
Communicate a complex price plan and rewards structure plus connecting Sounds.com to Native Instruments.
How will this work?
Based on an understanding of potential marketing channels, competitive research and the Sounds existing sign up flow, I mapped out in collaboration with team members the new sign up experience and the main steps the a new subscriber needs to take to subscribe and redeem their rewards.
How do we represent the 9 offers?
Part of the complexity is showing the 9 different price plans. I wanted to collapse the plans but wasn’t sure if I should collapse them based on plan name, plan duration, the number of credits or price. The intent was to reduce the complexity and make it easy for a new customer to make a choice. To do this, I conducted card sorts to understand how people categorized the price plans. The result was that most people wanted to see the price plans based on the number of credits per month.
Design
I collaborated with team members via sketching workshops to come up with some designs for the price plans and turned them into wireframes.
Based on the sketch workshop, I created a couple of wireframe options for the landing page and price plan. There was a more traditional table version of the price plan vs. a more visual version of the price plan. I settled on these two versions for testing.
Do people understand the design?
I conducted multiple usability tests to understand the following:
What is the user’s impression of the landing page - is anything missing?
Can the user understand the offer?
Can they understand the price plan?
Can they understand the rewards being offered?
Which price plan do they prefer and why?
Which price plan is easier to understand?
