Role
End to end product design, visual design, usability
testing, research & analysis
Team
1 Product Designer, 2 Product managers, 1 Data Analyst
areas
Finance, Subscription
About the company
Frontpage is a fintech startup which offers a platform for users to do virtual trading and to engage in an online community of traders. People use frontpage to simulate day trading and options trading to test their strategies in a risk free virtual environment. Community feature gives the user to share their trading strategies/ ideas with others to spread their knowledge.
Frontpage is a fintech startup which offers a platform for users to do virtual trading and to engage in an online community of traders. People use frontpage to simulate day trading and options trading to test their strategies in a risk free virtual environment. Community feature gives the user to share their trading strategies/ ideas with others to spread their knowledge.
Community Feed
Community Feed
Virtual Trading Screen
Virtual Trading Screen
The need of subscription
The need of subscription
The need of subscription
The subscription is important because it provides a steady source of income for the platform beyond ads. Many users have mentioned they don’t like seeing ads and are asking for a subscription option. With the subscription, we can offer benefits like ad-free usage, advanced features, or better support, making the experience better for users who are serious about trading. This will not only keep users happy but also help us rely less on ads for revenue, allowing us to grow in a more stable way.
The subscription is important because it provides a steady source of income for the platform beyond ads. Many users have mentioned they don’t like seeing ads and are asking for a subscription option. With the subscription, we can offer benefits like ad-free usage, advanced features, or better support, making the experience better for users who are serious about trading. This will not only keep users happy but also help us rely less on ads for revenue, allowing us to grow in a more stable way.
Research and Insights
Research and Insights
We began by researching and analyzing user needs to understand how a premium subscription could provide value. This involved several key steps:
User Feedback & Surveys: We surveyed our existing user base to identify pain points and understand what premium features they would be willing to pay for. The most common requests were an ad-free experience, advanced trading tools, and access to good learning content.
Competitor Analysis: We analysed the subscription models of competing trading platforms like Money bhai, Neostox, Tinkerr to identify gaps and opportunities. This helped us focus on offering unique features, such as deeper community engagement and real-time market data, that competitors lacked.
We began by researching and analyzing user needs to understand how a premium subscription could provide value. This involved several key steps:
User Feedback & Surveys: We surveyed our existing user base to identify pain points and understand what premium features they would be willing to pay for. The most common requests were an ad-free experience, advanced trading tools, and access to good learning content.
Competitor Analysis: We analysed the subscription models of competing trading platforms like Money bhai, Neostox, Tinkerr to identify gaps and opportunities. This helped us focus on offering unique features, such as deeper community engagement and real-time market data, that competitors lacked.
User Persona
User Persona
To design a user-centric platform, we’ve identified two key personas that represent our user base - Active trader and Beginner trader. We initially focused on the Active Trader persona, as we already had advanced trading tools in place that cater to their needs while we planned to address the Beginner trader in later stages.
To design a user-centric platform, we’ve identified two key personas that represent our user base - Active trader and Beginner trader. We initially focused on the Active Trader persona, as we already had advanced trading tools in place that cater to their needs while we planned to address the Beginner trader in later stages.
Rahul - The Active Trader
Experienced, trades frequently, and relies on real-time data and advanced tools to optimize short-term gains.
Rahul - The Active Trader
Experienced, trades frequently, and relies on real-time data and advanced tools to optimize short-term gains.
Key Goals:
Make quick, data-driven decisions.
Testing numerous strategies for better returns.
Key Goals:
Make quick, data-driven decisions.
Testing numerous strategies for better returns.
Pain Points:
Ads interrupting trading flow.
Lack of advanced tools.
Pain Points:
Ads interrupting trading flow.
Lack of advanced tools.
Finding the value propositions
Finding the value propositions
With research insights and user personas in hand, we began the design process with the goal of creating a premium experience that seamlessly integrates into the existing platform, enhancing the user journey without causing any disruption.
Key Features Designed for Premium Users:
Ad-Free Experience
Custom Portfolio Amount with upto 1 cr margin
Place AMOs
Exit All Trades
With research insights and user personas in hand, we began the design process with the goal of creating a premium experience that seamlessly integrates into the existing platform, enhancing the user journey without causing any disruption.
Key Features Designed for Premium Users:
Ad-Free Experience
Custom Portfolio Amount with upto 1 cr margin
Place AMOs
Exit All Trades
Putting features behind the paywall
Putting features behind the paywall
After recognising the features which users would pay for, we had to find a way to to restrict these features in a simple and intuitive manner
After recognising the features which users would pay for, we had to find a way to to restrict these features in a simple and intuitive manner
Custom Portfolio Amount Flow
Place AMOs Flow
Exit All Trades Flow
Paywall Bottom Sheet
Designing the Subscription Screen
Designing the Subscription Screen
To design the subscription page from scratch, I focused on usability, clarity, and conversion optimization. The user should quickly understand the value of subscribing and easily make a decision.
To design the subscription page from scratch, I focused on usability, clarity, and conversion optimization. The user should quickly understand the value of subscribing and easily make a decision.
Premium Section header: To anchor all the elements below and to give a premium and a rich feel to the screen
Space to describe the offer. Controlled from beckend
Disclaimer which is non-intrusive to keep user informed
Features section with iconography to inform users about the benefits in an easy to digest manner
FAQ section to clear user's doubt and to help him in making a decision. This also reduces support team's bandwidth
If the user still has doubts then they can directly chat with support
INITIAL SUBSCRIPTION SCREEN
Tags to inform user about their premium status
Showing usage metrics boosts transparency, engagement, and retention, helping users track progress, maximize value, and make informed decisions.
ACTIVE SUBSCRIPTION SCREEN
EXPIRED SUBSCRIPTION SCREEN
Visual Design
Visual Design
The visual design of a premium subscription plays a critical role in communicating value, exclusivity, and usability. This is where you balance aesthetics with functionality to deliver a superior user experience. Let’s dive deeper into the key aspects:
The visual design of a premium subscription plays a critical role in communicating value, exclusivity, and usability. This is where you balance aesthetics with functionality to deliver a superior user experience. Let’s dive deeper into the key aspects:
differentiation
differentiation
Visual cues for premium: Used exclusive color schemes (e.g., gold, deep blue) to distinguish premium features.
Icons and badges: Added visual elements like badges or icons to signal exclusivity next to premium content.
Feature access indicators: Used locks to show which features are premium, enticing non-paying users.
Visual cues for premium: Used exclusive color schemes (e.g., gold, deep blue) to distinguish premium features.
Icons and badges: Added visual elements like badges or icons to signal exclusivity next to premium content.
Feature access indicators: Used locks to show which features are premium, enticing non-paying users.
Call-to-Action (CTA) Design
Prominent placement: Position CTAs in high-visibility areas, like after the free feature experience or on the main menu.
Color contrast: Use a bold, contrasting color for the CTA button to make it stand out.
Persuasive messaging: Using effective text like “Activate Premium” or “Renew Premium” to nudge users
Prominent placement: Position CTAs in high-visibility areas, like after the free feature experience or on the main menu.
Color contrast: Use a bold, contrasting color for the CTA button to make it stand out.
Persuasive messaging: Using effective text like “Activate Premium” or “Renew Premium” to nudge users
Post-Subscription Experience
Enhanced profiles: Offering visual upgrades to users' profiles which is a badges to reinforce their premium status.
Premium Benefits: Upon upgrading, users can see their benefits in the side navigation.
Enhanced profiles: Offering visual upgrades to users' profiles which is a badges to reinforce their premium status.
Premium Benefits: Upon upgrading, users can see their benefits in the side navigation.
Emotional Appeal
Luxury and exclusivity: Use design elements like dark tones or metallic finishes to create a feeling of luxury.
Celebrate upgrades: Include celebratory animations or welcome screens when users upgrade to reinforce the positive decision.
Trust and reliability: Keep the design clear and simple to make the premium features feel dependable and worth paying for.
Luxury and exclusivity: Use design elements like dark tones or metallic finishes to create a feeling of luxury.
Celebrate upgrades: Include celebratory animations or welcome screens when users upgrade to reinforce the positive decision.
Trust and reliability: Keep the design clear and simple to make the premium features feel dependable and worth paying for.
Conclusion
Conclusion
After designing the premium experience, we conducted user testing with a small group of active users. Their feedback helped us fine-tune the UI, optimize feature placement, and improve the overall usability of the premium tools. For example, users indicated that they want a yearly plan with discounted price.
After designing the premium experience, we conducted user testing with a small group of active users. Their feedback helped us fine-tune the UI, optimize feature placement, and improve the overall usability of the premium tools. For example, users indicated that they want a yearly plan with discounted price.
Measuring Success
In the first few months, we achieved a 10% conversion rate, with premium users spending 35% more time on the platform compared to free users. This confirmed that the premium subscription was adding value and driving deeper engagement.
Measuring Success
In the first few months, we achieved a 10% conversion rate, with premium users spending 35% more time on the platform compared to free users. This confirmed that the premium subscription was adding value and driving deeper engagement.
Learnings
Designing the premium subscription model was a mix of business & user requirements that involved extensive research, careful persona development, and thoughtful UX design. By addressing users' specific pain points and providing valuable, exclusive features, we were able to create a compelling reason for users to upgrade. The success metrics showed that the premium subscription not only improved user experience but also contributed to a sustainable revenue stream for the platform.
This case study demonstrates the importance of aligning product design with user needs and market opportunities to build a successful premium offering.
Learnings
Designing the premium subscription model was a mix of business & user requirements that involved extensive research, careful persona development, and thoughtful UX design. By addressing users' specific pain points and providing valuable, exclusive features, we were able to create a compelling reason for users to upgrade. The success metrics showed that the premium subscription not only improved user experience but also contributed to a sustainable revenue stream for the platform.
This case study demonstrates the importance of aligning product design with user needs and market opportunities to build a successful premium offering.