Implementing and testing a "white-labeled" checkout flow for video content creators.
Product Designer & Researcher
User Interface Design, Interaction Design, User profiling and recruitment, and Evaluative Research
Product Manager, Frontend Engineer, and Product Designer (me)
Sketch, Camtasia, Proto.io, and Google Sheets
Currently, the signup process starts after the user purchases a piece of content; once they do it, they get a receipt on their email along with a call-to-action to create an account. The assumption behind this decision is that popping up a signup screen earlier in the process would create friction and reduce conversion rates.
However, when users purchase a video, we need to link the video to their email, so we create a temporary account either way. If later on, they decide to "create an account", we only activate it by changing their password. The issues come when they try to create an account from scratch with the same email. Since they don't know they already have an account, they get confused when asking them to "log in". It is not a good experience, and it is tricky to solve it backstage for development.
The alternative is to ask users to create an account from the beginning, an approach that the team has never tested and that, if proved viable, would save a lot of trouble for everyone.
I designed high-fidelity mocks in Sketch and then used Proto.io for the prototype. I used this tool because it allows me to create more complex interactions than inVision: I can embed videos and automatically transition to other views once they are done playing. I can also store values in global variables to use them across every screen, two features that were essential for making the prototype look as real as possible. This is the flow that I simulated for the study:
The prototype I made replicates the website of one of our clients: Hull FC, a professional rugby team that is part of the Super League in England. The script describes scenarios in which users watch exclusive videos from Hull FC and unlock the content through the different options available: fixed price, name your price, unlock by signing up, and get a season pass.
I ran the study in two days one week apart, five users per day. Running the sessions this way allowed me to process the feedback from the first session and make changes to the interface for the second week. All the users were rugby fans, and some were even players from regional teams here in Guadalajara, Mexico.
I also decided to split each session into two parts: first, I would spend around 15 to 20 minutes interviewing them, understanding their current needs and pain points, and getting more data to add to our current Personas. The second part was about testing the solution. The first week users would create their account after purchasing the content; the second week, they would do it before entering their credit card information.
I recorded the sessions with Camtasia and managed to share the screen, video, and audio through Google Meet for the Product Managers (and anyone who would like to join the call) to watch and take notes.
I interviewed six instead of five users because we always plan for no-shows, and whenever everybody attends, I interview the backfills as well. This is the summary of the findings after the first session:
After discussing internally, I made the following changes to the design:
By this moment, the development team was already catching up with my mockups, so they put together a development instance that saved me the effort to create another prototype. All I had to do was to create a few temporary email accounts, so every user had a fresh start with their session.
After running the second study and debriefing with the team, I summarized the main findings as follows:
"It is the standard procedure; I'm paying for a Crunchyroll subscription, and the flow is similar. Having your account gives you the certainty that you own the content, and it is useful because the platform can make suggestions based on your preferences."
Even though there are minor adjustments still to make on the UI, we validated our primary assumption through the study:
Users prefer to create their account first and then introduce their credit card details. What we thought was going to be a point of friction in the process is the one that can help users feel safer and ultimately increase the chances to pay for a piece of content.