Notion for documentation and tracking, Figjam for sketching, and Figma for UI design.
MiSalud is a B2B company. We offer our services to other businesses, not to the end user directly. Employees can access our care team and have consultations as a company benefit through the employer. However, lately we have seen organic traction of patients (a.k.a socios) who download the app and create their accounts on their own. Even though the efforts on the B2C side have been minimal, socios get to know about us by recommendation of employees: a sign that there is a need in the market that MiSalud is helping to address, and these socios, who typically refrain from using services they are not familiar with, trust in us because their friends and family see value in our solution.
Enable B2C socios to pay for a subscription through the App Store and Google Play. Allow them to try the service before subscribing. Measure the conversion funnel through the different steps in the journey (create an account, have consultations while on trial, and subscribe or let the subscription expire).
The beta version allowed anyone to create an account for free and start having consultations right away. Since we hadn't had much traction with organic users until now, we were not worried about giving our service away without charge. But now that more socios were coming in organically it didn't make sense to charge companies for our services and not individual consumers.
The challenge was implementing a subscription model for non-employees without spending much time so we could go back to building the core functionality aligned to the B2B business model.
Process & Solution
We started the process with some preliminary research because there were big questions to address before properly shaping the solution. These are two of the most relevant ones, along with the answers from the team:
Q. Can socios have a 30-day trial without requiring a credit card upfront?
A. Not through the App Store, which forces users to enter their credit card and accept a paid subscription when enrolling into the trial. When the trial expires, we must redirect socios to a web-based service like Stripe.
Q. Can we create coupon codes through the stores? (this was a request from marketing to engage potential customers through social media and in-person events.)
A. It was possible to do this through the stores, but it was fairly complex to do it how the business needed it.
The answer to both questions was "yes, but it is not that easy." The first one, in particular, required us to take the users out of the app to pay on the web and then go back—a series of actions that were particularly difficult for our low-tech savvy profile to perform. We discussed and decided to keep the project short since B2C is not our primary business model.
At Misalud, we follow the Shape Up product development process, which has been truly effective. The first step is to write the pitch, which contains the problem (which I described in the Overview above), the description of the solution, the appetite, the team, the rabbit holes, and the no-gos.
Rabbit holes and no-gos
A no-go is a piece of functionality left out of the scope. A rabbit hole is a place you don't want to get into to avoid the risk of not meeting the appetite. Some of the no-gos and rabbit holes of this project were the following:
We wouldn't support payments through the web, only through the stores
Refunds would be handled manually
Promo codes were not part of this first version
If a user schedules a consultation and then their subscription expires, we would cancel the consultation manually in our system
Appetite and team
The appetite is the time we want to spend on the project, which is decided by our Chief Product Officer. In this case, it was six weeks because even though we didn't want to spend a lot of time, the functionality was complex, along with all the testing we needed to do before sending it to production. As for the team, we assigned a team of one designer, two frontend engineers, one backend engineer, and one QA engineer.
I met with the Design Lead and two engineers to whiteboard the solution together. These are the scenarios we came up with:
A user creates an account and is automatically enrolled into a 30-day trial:
The user will see a non-intrusive banner at the top of the home screen, letting them know they are on the trial period
A paywall will be displayed when tapping on that banner
They will be able to choose a plan and pay through the stores
They will also see a section in the profile section indicating the status of the subscription: trial or active (one month, six months, or one year)
They could start the same process to pay for a subscription from the profile as well
A user has an active trial that will expire in 5 days:
The banner will change to a reddish color to give a sense of urgency, along with a label that indicates the days left in the trial
After every consultation, the user will see a drawer inviting them to choose a plan
A user has a subscription already and wants to cancel:
They can go to the profile section, tap on the membership menu item, and see a list of steps to follow for canceling through the store (Android or iOS)
A user's subscription is about to renew automatically:
We will send an email five days before the renewal to let them know and remind them about the benefits of their current plan
One day before, we will send an SMS with the basic information about the renewal
I defined the _events_ we will send to Mixpanel to measure the solution's effectiveness and observe our socios' behavior. These are some of the metrics I suggested to implement:
Payment flow: started: triggered when the socio opens the paywall - triggered_from: a property that tracks where the event is triggered from (home screen, profile, or post-consultation)
Payment flow: plan selected: triggered when the socio taps on one of the plans - membership_length: a property that tracks the plan they selected (one month, six months, or one year)
Payment flow: payment successful: triggered after the socio pays through the store
Payment flow: subscription canceled: when canceled from the stores
Payment flow: subscription renewed: after automatic renewal
Payment flow: subscription updated: when changed to another plan through the stores
User traits: besides the events and their properties, we attached (or updated) properties to the user profile based on the status of their subscription: - membership_status: subscription active, trial active, trial expired, membership expired - membership_length: one month, six months, or one year - user_type: B2C or B2B
These metrics would allow me to create reports, funnels, and flows in Mixpanel to understand where users typically drop, from which touchpoint they subscribe the most, and which plans they choose.
I presented the pitch to the stakeholders, got a thumbs up, and kicked off the project.
We kicked off the project during one meeting and then kept track of its progress in Notion. Even though we do Shape Up, we use Notion instead of Basecamp because we prefer to centralize the documentation for projects and non-related projects. A few months ago I was able to create a template with all the sections we needed (along with a great tool from the Zero Mile and we use it for every project since then.
The developers could start coding from day one because the pitch and the whiteboard were clear and specific. They didn't need mocks to make things work. They could use non-styled components and basic layouts while I worked with the designer to finalize the user interface. QA engineers also had everything they needed to start writing test cases.
We encountered many discovered tasks during the project and had to cut some corners. Testing was also a big chunk of the six weeks, but we anticipated this by testing the scopes that were ready instead of leaving everything for the end. We were able to release the project in six weeks with no delays.
We waited several months to measure the results of our efforts. After a couple of quarters, we started seeing a positive trend in our B2C subscribers. These are some of the data points we collected:
13% of the socios who create an account start the subscription flow
From those socios, 1% end up paying
85% of socios choose the monthly subscription over the other two options
68% of the subscribers come from iOS
47% of the socios who subscribed attended at least two consults before paying
Remember that these behaviors are entirely organic; no marketing efforts were behind them—just word of mouth.
The data allowed us to come up with potential ideas for improving the B2C long-tail:
Referral programs for employees
Test different lengths for the trial period
Make the trial period consult-based instead of time-based, e.g., charge after the second consult
Test different subscription lengths
Allow socios to pay per consult
Still, our primary focus didn't change. We would continue to serve our B2B clients and their employees while keeping an eye on organic customer acquisition.