2020 - 2021 • GoodRx iOS app
Growing the GoodRx Gold subscriber base
I designed 7 unique evergreen upsells in the GoodRx app.
Overview
With GoodRx Gold growing at a rapid rate, I worked with BI/Data to do deep dives on my early design explorations that were launched as part of upselling the revived product.
What is GoodRx Gold?
GoodRx Gold (Gold) is GoodRx’s paid membership program that provides Americans even bigger savings on their prescriptions and offers additional services, like telehealth and home delivery, when they subscribe.
My role
As the lead designer for this initiative, I created upsell pathways to help drive growth and bring users to Gold on native iOS. Based on preliminary upsell insights, I was able to push for new and improved upsell investment in many areas of the GoodRx app.
#discovery #productdesign #strategy #usertesting #visualdesign
1. Defining the opportunityThe goal is growth
The success of Gold Unity, aka Gold integration into the GoodRx app, presented opportunities to promote Gold and grow our subscriber base.
Upsell work I tackled early on allowed us to eventually gather data on the Gold upsell ecosystem as a whole. We saw that there was value in reviewing audience, engagement, and conversion across each existing upsell to:
1) Identify optimization opportunities
2) Gain insight on user behaviors
2. Initial challengesMaking bets with limited resourcing
Because we didn’t have enough BI/Data resourcing at the time, my early Gold upsell work was based on modest hypotheses and got launched quickly to get the name out.
Later on, the company fortunately gained some traction and we were able to have a dedicated BI/Data partner to help us thoroughly analyze upsell performance and provide valuable insights for our team.
3. Leveraging data pointsThe what, why, and how
In collaboration with BI/Data, we highlighted what was happening with our existing upsells to create new hypotheses on why they were performing a certain way. This helped us design how to improve and/or reimagine the upsells for prospective Gold members.
Existing upsell data overview
Referring to the above data, I came up with 3 key questions to lean in on:
1) How else might we capture high-intent users on the coupon page?
2) How might we bring more upsell exposure to new GoodRx users?
3) Are there any “low-hanging fruit” opportunities for existing upsells?
4. Upsell attributesI created a “source of truth” document for our team
I consolidated all of our current upsell knowledge and created an all-encompassing chart that Product, Engineering, and BI/Data could easily refer to when they needed context on a specific upsell.
5. User testingLayering our known insights with user preferences
I did my own user testing on different types of upsell real estate with supporting content to understand user preferences, which I applied to my new design explorations.
Ultimately, users wanted:
1) Prominent, upfront information
2) More clarity around upgrading to Gold
3) What the cost of Gold was
6. Content strategyMany of our hypotheses also stemmed around language
I worked with Content Strategy to enhance how we messaged Gold to our users.
Copy enhancements to test
Results
We validated different copy directions with A/B testing and saw overall success in the “exclusive” theme of messaging above and applied that to a majority of our existing upsells.
7. Revisiting the key questionsDeveloping new and improved upsells
Keeping my 3 key questions in mind, I proposed the following ideas to add to our growth roadmap:
1) How else might we capture high-intent users on the coupon page?
→ iCoupon
The iCoupon upsell appears right after a user makes a prescription search and chooses a coupon from the price page. It highlights how much more the user can save with Gold on that specific prescription.
2) How might we bring more upsell exposure to new GoodRx users?
→ New install
The new install upsell appears after a user downloads the app and goes through onboarding. It highlights all value props of upgrading to Gold.
3) Are there any “low-hanging fruit” opportunities for existing upsells?
→ Improved content
We tested and implemented new messaging that was proven to enhance our existing upsells.
8. Project launch resultsSuccess
We were able to invest real estate in these new and improved upsells because of their performance in successfully converting users to a Gold subscription.
• iCoupon → 54.4% lift in Gold trial sign-up rates
• New install → 61% lift in view-to-click-to-trial
• Improved content → Stat sig lift in all upsells except for the price upsell