Way App increases the sales| Upsell | UX UI case studies
The Way app is impressive with its simple screens, but there is room for improvement. Implementing certain changes can greatly enhance the user experience and drive positive revenue growth. The impact on the business could be substantial.
How these changes positively affect the business.
After a thorough analysis of several screens, I’ve identified some UX errors, and addressing them can have a major impact on revenue:
1. Reducing Drop-off Rates: Streamlining the user experience to make tasks quicker and more efficient can significantly reduce the number of users who abandon the app before completing their desired actions. This improvement can lead to higher conversion rates and increased revenue.
2. Shortening Session Length: Creating a more user-friendly interface can result in users completing tasks more swiftly. This not only enhances the user experience but also leads to faster checkouts, potentially boosting revenue.
3. Prioritizing Way+ Subscription: By reorganizing elements and giving greater prominence to our premium subscription, Way+, we can encourage more users to subscribe. This will result in higher revenue, as users opt for the premium offering over other activities.
4. Upselling the Emerald Plan: Focusing on upselling the Emerald plan over the Ruby plan can directly increase revenue. Users enticed by the benefits of the Emerald plan are more likely to upgrade, contributing to higher revenue.
5. Introducing Long-Term Subscriptions: For users who currently only purchase one-month subscriptions, introducing a new feature that encourages long-term subscriptions can have a positive impact. Users are more likely to commit to our product for an extended period, leading to a direct increase in revenue.
If you’re curious about how these changes can lead to such a significant impact, let’s embark on this journey together.
Analysis few screens to find the problems and their solution
Loading Screen (illustration)
It is very important to let the user know what services the company provides when they use the app for the first time.
No need for a 2nd time, takes more time, and the chances of the app closing increase, today users like to get things faster.
Its positive impact:- Reduces the length of the loading screen. The user quickly lands on the home page.
So use this screen only.
Login Screen
The “Next” button on the login page is not kept consistent.
OTP entering Screen
The user will not read everything. Add to that as it relates to the “Privacy Policy”.
From what I’ve read, the bottom line is “Receive marketing and informational phone calls and text messages from Way.com.” Enter a short message if necessary.
Also, the OTP timer is not working. If the user does not receive the OTP, then the time will not be realized. If the user knows that the time is up, then the button will be clicked to get the OTP again.
There is no “Visibility of system status” in Heuristic Evaluation so the user is more likely to close the app. The user will think that the app is not working.
Home Page
The main objective is to get users to subscribe to “WAY+”. Do you really need the opinions of other users on scrolling? It may sometimes engage the user in other activities. Add it to the 6.5 million portions if other user’s comments are really needed.
Its positive impact:- It is more important to subscribe to “WAY+”, so the new design is possible so that users do not engage in other activities. So users can subscribe quickly.
UX writing
Change the sentence “6.5 million customers saved by the Way” to “6.5 million happy customers, their words” or “6.5 million customers are part, their words”.
User comments designed a new screen. “6.5 Million Consumers Are Part, Their Words”. The link is provided in the text “Their Words”. This will redirect to the customer reviews page.
As the new user explores the app. When clicking on the “Way Service Near You” section, the user thinks that the WAY+ service centers near them are, as the title and image indicate. But it redirects to the plan introduction page. That would be a bad experience.
When the user is shown the service centers near him, he realizes that he can get it at his location as well. The user feels that “WAY+” subscription is really necessary, and this increases the likelihood of “WAY+” subscription.
If the new user has not set the current location, when clicking on the “Way Service Near You” section, it should redirect to a new screen, which will have “What is your location?”, buttons to allow location access, etc.
Changed title and content in “offer screen” to the new screen.
My Orders
It would be visually better to show “Clear Filter” in the top section.
My Bag
If there is no item in the “My Bag” section. Add a button like on the “My Earnings” screen. Like activating plans or offers. The user is more likely to click on it as a redirect to that page. Currently, the user clicks on the other option and they are likely to engage in other activities.
Text not Consistency
Some headings are not consistent. In some sentences, each word starts with a Capital alphabet.
My Earnings
Does the phrase “you have no income” really need a borderline?
Plan Introduction Screen
UX writing
Change the sentence “Join Way+ and save up to $1500/year on car services” to “ Join Way+ to save $1500/year” or “ Join Way+ and save up to $1500/year”. Removed “on car services” as users know it is related to car service.
“Still have questions” is not an accurate placement. I think it’s better to place it in the last section because the user may have doubts only after reading everything given on this screen. After reading all this “still have questions” really makes sense.
Frequently Asked Questions screen
The user clicks on “Still have questions” and redirects to the next page “Frequently Asked Questions”, The user cannot understand the “+” icon. The user may think that it will add a new question. Adding “V” instead of “+” is more suitable.
If the user clicks “+” to see the answer. It displays the answer in a dim color and black would be great. The answer is more important on that screen.
Also, “-” can be used to minimize the answer. But more suitable would be the”^” symbol.
Plan Introduction Screen is really needed?
Does it need a plan introduction screen? Users install this app only because they are aware of the services provided by the company. Users can go directly to the pricing page if they skip this plan introduction page. The pricing page itself gives the details about the services they get.
This will help you land on the pricing page easily. This enables quick checkout.
Pricing Screen
This screen does not keep the Consistency in UI.
UX writing can be improved
1. “Select the plan that fits your needs” Shorten it to “Choose your plan” or “Select your plan”. Before the user chooses a plan, they compare the plans so that they really choose the suitable plans.
2. Users scroll the page to read the features and then they buy. So place the “Terms and Conditions” at the end of the page. If it is really necessary to show only “Terms and Conditions” and not show other sentences, it would be better visually.
3. “Roadside Assistance” has many features, but 3 sub-features are shown first, click “More” to see all other features. But adding a “More” button to the right of “Roadside Assistant” keeps the visually consistent (all features are hidden). It is possible to see the main features at a glance.
Also, add a swipe gesture. All plans can be easily accessed.
Don’t show the price of another plane while displaying one plan, the user might change their mind when they see the lower price.
Instead of the cost of the plan, show the money saved, which may lead to choosing other plans.
Checkout Screen upsell
For a first-time app user, show only a monthly plan.
Introduce new 3-, 6-month, and 1-year plans (with more offers) if the user buys the plan for the second time in a row, which is likely to induce the user to buy the plan for more than one month (upsell). This directly increases the company’s revenue.
Usually, more significant plan users get more benefits, but here it is the other way around. Users get 39% profit on the Ruby plan, while Emerald and Diamond’s plans offer only 25% profit. Why discount in this way?
Select the Currency
While selecting the currency to transact only the short name and symbol of the currency are shown, but if the user does not know the symbol and short name of the currency it is difficult to select it. Also, the same symbol is used in the currencies of different countries. The “$” symbol is also used by other countries. Display the symbol, short name, and country name while listing the currency so that the user can select the currency easily.
Note: Country names, currency symbols, etc. are added from the net, sorry if there is any mistake, I don’t know much about currency.
Offer Screen Filter
On the offer screen, clicking on the filter icon redirects to the filter screen. In the filter screen. It would be visually better to show “Clear Filter” in the top section.
Insurance Screen
If the user clicks an insurance option, it redirects to another page. It has “Car” and “Home” buttons.
Note: I don’t understand what is meant by this page. Probably because I’m not a daily user.
Click the Car text button
Clicking the “Car” text button redirects to another page. A longer privacy policy message is provided on this page.
The user will not read everything. Add to that as it relates to the “Privacy Policy”.
From what I’ve read, the bottom line is “Receive marketing and informational phone calls and text messages from Way.com.” Enter a short message if necessary.
Click the Home button
Clicking the “Home” text button redirects to another page. A longer privacy policy message is provided on this page.
The user will not read everything. Add to that as it relates to the “Privacy Policy”.
From what I’ve read, the bottom line is “Receive marketing and informational phone calls and text messages from Way.com.” Enter a short message if necessary.
