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Subscription Page
Customer facing subscription page for Zee5 OTT premium.
Business Objectives
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Ability to enable new plans without the need of explaining the features in a descriptive text
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Easy comparison of plan features
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UI based on latest trends and aesthetics
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Better usage of real estate available on the screen
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Blockbuster movie (RRR) releasing soon on Zee5 platform
Existing Design
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Difficulty in plan comparison
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Only 2 Premium plans visible at once
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Common features often not read by the users
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Too many tool tip icons, create a feeling of complicated explanations needed to be understood by the user before buying
Issues identified:
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Coupon code almost invisible
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FAQs being used quite rarely
Data Data Data
Courtesy: Mixpanel
Subscription Plan Selection
dropping from
13% to 10%
Subscription Call Inititation
dropping from
28% to 21%
How do we solve these?
The Design Process
Design Iterations
Convenient, comparative subscription plans
Design for
Foldable devices
Offers / Apply Code
User Testing
5 sec test:
Hierarchy of recalling current visuals
1. Plan price & names
2. Features (scanned in order of user’s consumption need)
3. Offers on plan
4. Payment option
Misinterpretations
Most users assumed that plans are rated on per month basis in first glance. A few SVOD users also recalled that they have taken monthly subscription of ZEE5.
“Except TV show “ in front of ad free created an image that TV shows won’t be available for these plans. (Disconnect between elements of comparison in the table)
Micro copy of “terms of use” creates the confusion that 4k plan is only available for 4k devices.
“And in the first one you can't watch shows I think”
- F, 48
“No one can afford these type of prices - 1500 a month , this is not for every person”
- M, 25
Deciding factors in taking subscription on OTT
Common
Content availability
“Like if something new comes, ads come, like "ek banda” on zee5 came" so i took subs.
First a man will see what is good in platform, what series, movies are there. They will try to watch for free first, they will install app. Then if they don’t get for free, then they take subs. When they watch few episode or things that are there for free then they take subscription."
Cost
“699 is good for me as it is budget friendly , as my family is nuclear we can connect on few devices, it matters how much we use it.”
Lower SEC (socioeconomic class)
Collective/overall
watch time
“but i liked sony's content more. It was all in one kind, it has new movie, web series, sports so i subscribed to this....Here they have not cleared about sports, sports channel is there or not( Husband and son watch sports)> and 2(screens) , weather its on mobile or tv is not clear. “ (while trying to select a plan to buy)
Value comparisons
“Amazon has shopping added also hence we are ready to pay 1499 also but on zee5 we don’t get additional things, they have just added 1 device extra, they should have kept it for joint family or something like that. there should have been more difference in these plans “
Higher SEC
Features
“I didn't wanted ads firstly and secondly there were many movies as well as web series which were which had to be paid to watch.And where to beg, borrow, ask, please give me. You might as well just take it, watch it quietly.That's like a therapy.”
Shame associated with being a freeloader
A way ahead...
Mobile wireframes
Consistent TV Wireframes
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