Designing the future subscription experience at FutureLearn
Client:
FutureLearn
Role:
UX and UI Design, Competitor research and analysis
FutureLearn was working on the future vision and strategy of their product’s subscription service— and reviewing the way their product was monetised. FutureLearn has always had a strong offer of free access to learning.
I used knowledge from the user research team, in terms of surveys and reports, and analysed subscription service design, to deliver recommendations for the future of subscription learning at FutureLearn. The goal was to make online courses accessible and affordable globally in order to update and monetise the product to benefit the customers and the business.
Delivered:
Analysis of best practice and recommendations for UX strategy for subscriptions, delivering a report with actionable steps
UX and UI design for the first step of the journey for subscription experience enhancement, which was auto-renewal for annual subscriptions.
I reviewed and compared various subscription services covering media streaming, news, gyms, meal kits, language learning, visitor attractions, meditation and more, discovering and documenting best experiences and best practices for subscrition purchase, and in-life experience.
Brand experiences analysed included:
Amazon Prime
Audible
Duolingo
Gousto
The Guardian
The Gym
Headspace
Hello Fresh
Luminary
Medium
National Trust
Netflix
Parla
Peloton
Skillshare
Spotify
Strava
The Tate
Virgin Active
Zipcar