My Premium

The My Premium page is where Care.com’s Premium members go to access their perks—rewards points, exclusive discounts, and extra features. It’s also where they can downgrade to basic membership. The goal of this project was to optimize this page by focusing on all the exciting benefits of Premium and reduce the downgrade rate. The test was a success, with a 20% decrease in users who clicked the cancellation button.

Tools: Figma

Role: Product Designer

Team: Product Manager, Content Designer, Engineer

Downgrade flow

Hypothesis

By bolstering the emphasis on Care’s Premium value propositions and shifting the manage membership function to the bottom of the page, the cancellation rate from the My Premium page will be reduced.

Existing UI

Wireframes

To begin, I explored new arrangements for the information on the page. This led me to dividing the information into two columns—a larger primary column for benefits we wanted to educate users about, and a smaller secondary column for suggested caregivers and managing your membership.

Primary: Large column, left side of page

  • Care Rewards points balance and next grant date

  • List of Premium benefits—messaging, background checks, etc.

  • Exclusive discounts on brands

Secondary: Smaller column, right side of page

  • Suggested caregivers nearby

  • Manage membership

Early designs

Next, I created different versions of high-fidelity designs that explored icon placement, colors, and copy. I presented the variations in an internal design review, and made decisions based off team feedback.

Key developments during the design process

  • Use of primary red CTA buttons where we wanted users to click

  • Placement of icons on the left to pull attention to information

  • Number of suggested caregivers displayed reduced to three

  • Keeping cards white, relying on icons and shapes for pops of color

  • Using “for you” language in headers—Your Premium benefits, Exclusive offers for you, Caregivers near you

Users with Care Rewards

Users with no rewards points

Users with no search results

Prototype

Conclusion

The new UI was a-b tested against the existing UI. The test showed that the new UI design won against the existing UI with a lower number of users who clicked the “Cancel membership” button and the cancellation confirmation at the end of the flow.

-20% click through rate on “Cancel membership” button

-15% click through rate on cancellation confirmation button

The new UI design for My Premium was rolled out to 100% of users. Moving forward, more design iterations of this page will be tested to continue optimization.

Key learnings

  • Information hierarchy:
    This project was an excellent learning opportunity about arranging information in a way that is impactful to users. While designing this page I had to think about what is valuable to users about Premium membership and make it the primary focus.

  • The value of group feedback:
    After creating variations of high-fidelity designs, I presented them to Care’s Product Design team and leadership. The group gave me valuable feedback which helped me make key design decisions. For me, this emphasized the value of team feedback, and I believe this test would not have been successful without this important step in the process.