Subdued is a subscription management app designed to help users easily track, manage, and cancel subscriptions, reducing unnecessary spending and frustration.
Role
User research, Wireframing, Prototyping, Usability testing + Iteration
Timeline
4 weeks - Dec 2022
Challenges
Managing subscriptions is increasingly difficult for users due to the rise of subscription-based services. Users often forget free trial expirations, struggle with inconsistent notifications, and face frustration when canceling subscriptions.
To understand these pain points in depth, I conducted user research and competitive analysis, which revealed key insights into user behaviors and challenges. These findings formed the foundation for defining the problem and designing the solution.
Research
To dive deeper into user behaviors and challenges, I first conducted a survey targeting users who manage multiple subscriptions. Based on the survey responses, I identified participants who subscribed to 5 or more services and had prior experiences with forgotten payments or difficulties in managing subscriptions. From this pool, I selected 5 participants for 1:1 interviews to explore their habits and frustrations in detail.
Each interview lasted approximately 30 minutes and was focused on understanding the following:
Subscription Awareness
Pain Points
Coping Strategies
To understand the frustrations and challenges users face with subscription management, I conducted user interviews, and competitive analysis. The goal was to uncover key pain points and inform the design of a user-friendly solution.
User Interview
“Not sure how many subscriptions they have / how much they spend”
“Forget to cancel services they don’t use anymore including free trials”
“Hard to manage all the subscriptions at once”
Competitive analysis
To identify gaps in existing subscription management solutions, I analyzed three competitors with similar functionalities. The goal was to understand their strengths, weaknesses, and opportunities for improvement in user experience.
Insights & HMW Questions
Based on user research and insights, I developed a set of solution objectives to address the key challenges identified. These objectives guided the design of Subdued and ensured that the app would effectively solve users’ frustrations with subscription management. The design strategy focused on providing clarity, control, and convenience for users, all within a seamless and intuitive experience.
HMW help users keep track of all the subscriptions they have at once
Design a comprehensive tracking system that automatically identifies subscriptions through bank/card linking while also allowing manual input for flexibility.
How might we help users manage their subscriptions & free trials effectively so they won’t forget to cancel them?
Build a comprehensive management system with customizable notifications and a calendar view, allowing users to track renewals, cancellations, and upcoming payments at a glance.
HMW help users explore other promotions or recommended free trials
Created a Discover feature that curates personalized subscription recommendations and promotions, allowing users to browse and subscribe seamlessly.
User Flow
To ensure a seamless subscription management experience, I designed four key user flows that address the core functionalities of Subdued: Adding Subscriptions, Managing Subscriptions, and Discovering New Services. Each flow is designed to directly solve major user pain points identified through research, providing users with greater control and clarity over their subscriptions.
Sketch & Wireframes
Before jumping into high-fidelity designs, I explored various layout ideas and structures through sketches and wireframes. My goal was to create an intuitive experience that aligns with the core user flows while keeping the interface simple and easy to navigate.
From landing page to connecting checking and credit cards
Connect checking or credit cards to the app so that the subscriptions are automatically added, or manually add subscriptions if users prefer not to connect their accounts.
These options provide flexibility to users and accommodate different preferences for managing subscriptions.
Dashboard and management
Through dashboard and a calendar, users can briefly but clearly see their spending.
When users clicks each subscription, they can see the details and cancel it.
Discover
Enables users to browse other promotions and recommended subscriptions.
Users can choose the subscriptions that they are interested in and subscribe to them through the app.
Wireframe
Usability Tests & Iteration
I tested my prototype with 5 participants who have 1) at least 5 subscriptions a month and experience forgetting to unsubscribe from multiple subscriptions. Their insights and feedback were crucial in improving my solution, which I applied to the prototype. Here are the key improvements I made.
Giving users the option
Providing the option for users to choose which subscriptions to display on the app based on their preference and need for customization.
This approach offers greater control for users, compared to automatically displaying all subscriptions based on credit card statements alone.
Show the most important information at first
Combining the dashboard and subscription management menu for prioritizing subscription viewing, and the creation of a separate tab for the calendar feature on the Home screen.
The calendar feature was initially difficult to locate, but the changes made improved its accessibility and usability for users.
Schedule to cancellation
Providing users with the option to schedule a subscription cancellation can help them plan their budget and avoid unexpected expenses.
Allowing users to schedule their cancellation also helps them avoid losing access to premium services associated with free trials immediately after unsubscribing.
Solutions
After refining the wireframes based on user feedback, I developed high-fidelity designs that bring the core features of Subdued to life. Each solution directly addresses the pain points identified in research, ensuring a seamless and user-friendly experience
“How might we help users keep track of all their subscriptions at once?”
By linking their credit cards or bank accounts to the app, users are able to see their subscriptions all at once.
They can also choose to add their subscriptions manually.
💡 Tracking All Subscriptions in One Place
“How might we help users view & manage their subscriptions & free trials effectively so they won’t forget to cancel them?”
On the home screen, users can see the total spending for the month and the list of the subscriptions.
They can also choose “Calendar view” to easily see the due dates for each subscription.
💡 1) Show monthly spending & the number of subscriptions
Users receive notifications about subscription due dates, helping them avoid missed payments.
Users can unsubscribe from the services or schedule cancellations, giving them greater control over their subscriptions.
💡 2) Manage subscriptions
“How might we help users explore other promotions or recommended free trial?”
Users can browse promotions and recommended subscriptions.
They can try free trials or subscribe to services that they are interested without searching themselves.
💡 Discover more
Prototype
Success Metrics & Takeaways
If I were to measure the effectiveness of Subdued’s solutions, I would consider the following key metrics:
How do we know if our solution works?
📉 Reduction in unwanted subscription charges – Measuring the % decrease in users getting charged for subscriptions they intended to cancel.
⏳ Efficiency in subscription management – Tracking the reduction in time spent managing, canceling, or tracking subscriptions.
📆 Engagement with calendar & notifications – Assessing the adoption rate of customized alerts and calendar interactions.
🎯 User satisfaction & retention – Analyzing usability feedback, app engagement, and repeat usage over time.
Takeaway: Understanding the key role of dashboard
Designing my first dashboard in this project gave me a deeper understanding of how crucial it is to present essential information clearly and intuitively. A well-structured dashboard not only simplifies complex data but also enhances user decision-making. This experience reinforced the importance of content hierarchy and layout in preventing confusion and improving usability.
If I had more time..
One interviewee raised concerns about sharing personal financial information, which could discourage some users from using the app. Given more time, I would have explored this further by interviewing users with privacy concerns to understand their needs. This would have allowed me to develop another persona reflecting their pain points and ideate solutions for a more privacy-conscious user experience.