Triple R

Digital sign-up experience design.

Independant project

Completed in 2020 when I completed the online future skills course in UX and UI at RMIT.

The project

The local music industry and community were hit hard by the pandemic and Triple R Radio is a major supporter and platform for local artists. As a community-funded station, the digital subscriber sign-up process is important for station income and survival. This independent project explores new user flows and solutions for the digital subscriber sign-up journey.

Step 1

Discovery and defining the problem space

My first step was to understand the landscape of creative memberships and learn about Triple R’s key audiences.

My Hunch

After some discovery exploration I suspected that a simpler and more intuitive user flow could improve people’s sign-up experience and provide clarity on subscription offerings. This could result in higher sign-up rates and subscriber engagement.

User Persona

Ben, 25 yrs old, Melbourne, works as a freelance creative.

User Goals

Get involved with Triple R and support my community.
Take advantage of membership discounts and attend Triple R events when lockdowns end.

Needs

I need to understand the different membership options so I can decide which one is best.I need a quick way to sign up online so I can easily organise my membership.

Pain Points

Not sure if I have money for a membership at the moment.
Not sure which subscription option to choose.

Step 2

Surveys and interviews

After testing of the existing sign-up process with in-person interviews and observation I developed the following recommendations.

Insight 1

Both new and familiar users missed key subscription information and felt information and form questions could be laid out in a clearer, more intuitive way without split sections for similar content.

Recommendation

Reduce cognitive load for users and the need to search for related information in different areas by simplifying the form layout and flow.

Insight 2

Some users found occasional form field wording unconventional and vague without supporting descriptions when needed.

Recommendation

Review form language throughout and test with users to pick up on any fields that require additional microcopy or adjustments.

Insight 3

Subscribers are loyal, and although they are curious about discounts and benefits, they are mainly driven to sign up as a means of contributing.

Recommendation

Incorporate warmer language and user prompts to create an inclusive experience to help the user feel like their contribution counts and to incentivise users to complete the process.

Step 3 - Design and test

Testing insights

I created two low-fidelity wireframe flows to test with users for further feedback. Here is what I found...

Insight 1

80% of users preferred the prototype with a simplified and integrated comparison table as it allowed them to quickly compare, assess, and select their subscription preference before entering personal information.

Recommendation

Keep subscription-type options simpler and at the start of their journey.

Insight 2

Half of the participants felt they didn’t have any interest in exploring too much detail on loyalty discounts and competition draws after signing up.

Recommendation

Give people options to explore what interests them after signing up to encourage further engagement but keep it short, sweet, and succinct so they make choices based on their individual preferences.

Insight 3

Participants felt a casual and succinct tone of voice reflected a the Triple R community they wanted to engage with, while also being clear and concise.

Recommendation

Keep language choices friendly, concise, and conversational to reflect the on-air listening experience and grassroots of the station.

Step 4

Iterate and refine

The final user flow was refined based on key learnings from previous testing and insights.

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Hi I’m Chloë, a product designer based in Naarm.

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Say hi at hello@chloeherald.com