A special subscription for those who study using a mobile phone. Implementing such subscription could potentially increase the number of paid subscribers and showcase the advantages of the Premium plan.
MyHyperskill is an application for learning STEM and programming languages. The web version of the platform has an audience of about 900k registered users. The application serves as a supplement to the learning on the web version.
Product: mobile app (iOS, Android)
Target audience: all users of the mobile application who study with the Free plan
Role: middle product designer
Team: mobile engineers, project manager, product manager
Objective: increase daily paying audience
Timeline: December 2023 — March 2024
Results: аpproximately 30 application users purchased a subscription during the first month
The development of the mobile plan idea is based on several reasons. The first is the users' need to maintain the habit of learning. Despite the fact that the majority of the platform's audience studies on the web version, many users solve the daily task in the mobile application to extend their streak. This is indicated by analytics and the results of in-depth interviews. The second reason is the high cost of the premium subscription. By the time work on the mobile plan began, about 70% of users were studying on the free plan with daily limits.
According to this data, the team hypothesized that free users who reached their limits would purchase an inexpensive mobile subscription to continue learning without restrictions, and they would also be more likely to purchase the premium plan to solve complex tasks in the desktop version.
During the feature development, we relied on data from a mobile audience study conducted several months prior to the start of the project. Despite the application having fewer features at the time of the study, we considered the main findings sufficient to begin work. According to the research, more than 60% of users use the application every day, with 90% of them opening the app to solve the daily task.
The main task was to inform the user in a timely manner about the benefits of the mobile subscription and then guide them to purchase. For this, I selected several points:
When the user reaches daily limits, they see an offer to purchase a subscription. At this moment, their motivation to continue is high, and they are more likely to proceed to payment in the stores.
When the user launches the app, they also see an offer to purchase a mobile subscription. To avoid irritating the user, we decided to show the benefits screen every third time the app is launched.
When the user goes to profile settings, they can see an offer to purchase a subscription.
I mapped out the user journey from plan offering to purchase, wrote texts, and created illustrations. For the first iteration, it was important to create a simple path to save the app development time.
Additionally, it was necessary to explain to users that the mobile plan does not work in the web version. To achieve this, I had to refine the subscription screen in the desktop version.
The feature is now launched, and the first purchases are occurring. Approximately 30 application users purchased a subscription during the first month. The team is gathering data and monitoring feedback on Reddit.
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© 2024 Viktor Seleikov