1. Defining the problem

How might we improve the Gold web experience?

Problem

In order to sign up for Gold, users are directed to an external legacy website (Gold Legacy) that is solely dedicated to Gold, but lacks consistent branding with GoodRx.com — you can imagine how jarring and confusing that experience might be.

This resulted in spikes in customer service calls and left our users wondering what the difference between the two services were and if GoodRx was trustworthy.

2. Converting the problem into opportunities

Unlocking Gold on the GoodRx website has many benefits

Goal

Unifying Gold registration into GoodRx.com will enable us to:

Gold is also becoming more valuable with the introduction of telehealth and home delivery, so focusing on this effort will allow these features to be more accessible to users on a unified platform.

3. Leveraging data points

Gold Unity became our test case for Gold web registration

I first collaborated with a fellow designer to provide support on unifying Gold into the GoodRx app (Gold Unity). The Gold Unity MVP launched at the forefront of 2020 and became a huge success; this propelled Gold to become a top focus and growth opportunity for the company.

The BI/Data team identified that our Gold subscriber base nearly doubled at the 6-month mark since the launch.

This helped substantiate our future goal of redefining the web experience, specifically ensuring that our users would be able to sign up for a Gold membership trial and complete the registration funnel on GoodRx.com successfully.

4. Understanding our users

Clear, upfront messaging was necessary for our users

I worked with UX Research to understand user comprehension of Gold Unity registration and incorporated those insights into the prospective web MVP. Main suggestions from the research included:

• Setting expectations of Gold early on

• Highlighting current value props

• Maintaining transparency

5. Structuring the web MVP

Getting web in parity with native

I had initially explored different designs for the Gold web registration experience, but in order to get it out quickly, we focused on doing mobile web first and making it relatively consistent to the native experience; this will give us the flexibility to iterate and make future optimizations, as well as keep the existing data clean and comparable between platforms.

6. Next steps and iterations

Continuing to optimize the funnel

The web MVP of this project was a success in that it became an iterative growth focus for us. Using it as the baseline, I continued to partner with my team to improve the registration experience throughout the year.

We were able to test and launch several features that led to big wins!

Gold web registration was also the first ever project at GoodRx to fully consume our new design system 2.0. I worked closely with the lead systems designer to pressure test my designs with new, flexible components.

Final

I then worked on universal registration, which was our next big initiative. This meant finally getting Gold onto desktop web, implementing our rebrand, and improving the overall architecture of how we originally built registration on the back end.

7. Project launch results

Success

The first native integration got us to 200k subscribers by mid-2020. Compounding it with the new web integration efforts and funnel optimizations got us to 650k subscribers by mid-2021!

PR

GoodRx co-CEO says the company’s subscription offerings now have over 1 million subscribers
GoodRX: Subscriptions Revenue Up 125% YoY, Subscribers Top 1M