Results

Reduced membership plan page complexity from four edge cases to two by partnering closely with PDP teams to align upgrade logic and standardize subscription pathways.

By consolidating redundant scenarios and simplifying decision states, we created a clearer, more predictable user journey which reduces cognitive load for customers while improving scalability, maintainability, and cross-team efficiency.

User testing and explorations

User testing: full page vs bottom sheet

Goals of user testing:
Evaluate the effectiveness and usability of a full-page experience versus a bottom sheet interaction to determine which pattern drives clearer decision-making, higher conversion, and a more seamless customer experience.

Findings / Updates:

Bottom Sheet is preferred
“Fewer steps”
“Clear presentation of information”
Preference for B due to it’s ability to display all books in a series simultaneously

User testing: plan and titles on same page

Goals of user testing:
Assess whether presenting membership plans and titles on the same page versus a two-step flow improves clarity, reduces friction, and increases subscription and title conversion rates while maintaining user confidence in their purchase decision.

Findings / Updates:

Two-step flow reduces cognitive load
Users are overwhelmed with choice when seeing the titles and plan on the same page

User testing: 2 step, order of signup

Goals of user testing:
Determine whether leading with plan selection or title selection creates a clearer decision path, and reduces drop-off.

Findings / Updates:
By leading with title selection, the membership plan functions as a natural confirmation step. This reinforces the annual upgrade decision users have already initiated and making the subscription feel like a seamless continuation rather than a separate commitment.

Results

5-15% churn reduction

Credit utilization

Making it easier to spend multiple credits at once makes it significantly reduce this cohort's churn.

Series completion psychology

Once customers invest in a full series, they're more committed to staying subscribed to consume their purchased content.

Reduced decision fatigue

Eliminating monthly "what should I buy next" friction keeps members engaged, and more likely to complete titles.