RESUME            ABOUT


The Weather Channel

Weather.com
Weather.com/Subscriptions

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The Weather Channel Bundling Subscriptions

The Weather Channel Subscriptions aimed to introduce a new bundling product, empowering users to bundle multiple partner subscriptions for greater savings and conveniences. MVP targeted $1 million in subscription revenue by attracting over 1.1 million subscribers.

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Design Lead

I led the planning of MVP scope and timeline, design research, facilitated workshops, created design strategy, user personas, UX, UI, and usability testing.
Discovery
The project began by conducting research and facilitating Design Thinking workshops to understand bundling subscribers' needs. By leveraging data from The Weather Channel and stakeholder interviews, we created two target personas that reflect users’ weather-related habits and hehaviors.


Personas for The Weather Channel bundling subscriptions


Workshop
We invited cross-functional teams to empathize with each persona’s interest in building their own bundle subscriptions, and gathered diverse perspectives.

One of my challenges during the virtual workshop was facilitating with individuals unfamiliar with Design Thinking, while many cross-functional teams were new to the concept. This challenge provided an opportunity for personal growth as I improved my ability to articulate concepts and rules, and facilitation skills.


Design Thinking empathy maps exercise


Findings
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. We found that pricing significantly impacts their emotions and decision-making process.

“Am I getting the best deal?”

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

How might we communicate the bundling benefits while instilling confidence in our customers?

How might we attract bargain hunters?


Solution

We added the original/list price and ‘Our price: See in cart’ on product cards. We also introduced a sticky tray cart. The list price was displayed in gray to show its non-current status, while ‘Our Price: See in cart’ enticed users to add to the cart. By adding to cart, they instantly saw the actual amount they were paying and saving 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. This solution brought satisfaction and trust in their decision-making.
 

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

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Pricing Testing
To reach the final solution, we used the RITE (Rapid Iterative Testing and Evaluation) method to refine our design solution:


Test A: Starting price

From $49.99/year
‘Starting price’ approach 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/yr
‘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

Displaying no price
We tested not displaying the 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.

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Final Design and Learning
We learned that users don’t necessarily need to know the precise price of each item. Instead, creating a perception and value and how they feel was crucial in driving their purchasing decision. They want to feel they’re getting a good deal and a deep discount. The perception that they’re paying less than what they see attracts bargain hunters.


The Weather Channel bundling subscriptions product list page (PLP)





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Mark


© 2024 Soo Koh