The Weather Channel

Weather.com
Weather.com/Subscriptions

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The Weather Channel Subscriptions & bundles
The Weather Channel aimed to introduce a new subscription bundling product, empowering users to bundle multiple partner subscriptions for greater savings and conveniences. MVP targeted $1 million in subscription revenue.

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Design Lead

MVP scope and timeline planning, design research, facilitated workshops, created design strategy, user personas, UX/ UI design, and usability testing.

Discovery

The project began by conducting user research and facilitating Design Thinking workshops to understand bundling subscribers' needs. By leveraging previous insights and data, we created two target personas that reflect users’ weather habits and hehaviors.

Workshops

We invited cross-functional teams to empathize with each persona’s interest in building their own bundle subscriptions. Through empathy map and journey map workshops, we delved into what the personas might feel, think, and do to uncover subconscious emotions, given that decision-making is often driven by emotion.

Design Thinking empathy maps

Findings

From the workshops, we found that pricing significantly impacts their emotions and purchasing decision-making process.

How might we attract bargain hunters?

Our "Buy more, Save more” pricing model, which varies depending on the quantity was a challenge. We focued on highlighting how-bundling-works and the economic advantage of the bundling.

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Design Solution

List price in gray represented non-current status, while “Our Price: See in cart” enticed users to add items. Upon adding to the cart, they instantly saw the actual amount they were paying and savings on the tray. With the purchase price lower than the list price and all pricing points transparent, they perceived a good deal and a deep discount, fostering satisfaction and trust in their decision-making process.

Example of how the user sees how their price is being discounted

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Pricing Testing
We used the RITE (Rapid Iterative Testing and Evaluation) method to refine the solution:

Test A: Starting price

From $49.99/year
‘Starting price’ to entice participants, but lower prices led to surprise at checkout when they saw the final price was higher, causing them to feel misled.

Test B: Price range

$49.99 – $99.99/year
‘Prince range’ approach caused confusion due to the various subscription options available. They questioned why the lowest price wasn’t shown at checkout.

Test C: No price

Not displaying price
Not displaying price to reduce confusion, but participants expressed a desire to see the price before taking any action, especially to gauge the discount.

Test D: List price

List price: $99.95/year
Our price: See in cart
Lower actual purchase prices created a perception of good discounts without false promises.

Final design and learning

Users don’t necessarily need to know the precise price of each item. Creating a perception and value and how they feel was crucial in driving their purchasing decision, feeling they’re getting a good deal and a deep discount. The perception that they’re paying less than what they see attracts them.

The Weather Channel bundling subscriptions product list page

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Tray cart development

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