While at Surfline, I worked with a cross-functional team to bring a new subscriber sign up flow and benefits center to life within the app and on the website. My role included content strategy and UI/UX writing.
Challenge: The sign-up experience was unnecessarily complicated and didn’t do Surfline’s Premium product justice. It was time to modernize the design while clearly communicating the benefits of a Premium subscription.
Hypothesis: Simplifying the number of steps in the flow while still clearly communicating the benefits would improve the conversion rate.
Objective: Create a simple sign up flow that was relevant to the target audience, surfers. Reduce subscriber churn by redesigning the member benefits center.
Results:
- The new sign up flow significantly improved the conversion rate.
- The redesigned benefit center reduced churn and reduced customer support inquiries.
Examples
After an initial wireframe design process which simplified the user experience, I worked with a team that included our senior director of product, UI/UX designers and front-end developers, along with a user researcher and data analyst to build a new subscriber sign up flow and benefits center experience.
I developed the content strategy using user research to identify key product benefits and identifying the language customers were already using to describe the benefits. Using the Surfline style guide I had created, I wrote the sign up flow copy and benefits center notifications.
The final output from this project was used in the Surfline app and on the website to improve conversions and reduce churn.
Wireframe Copy
sign up flow: Premium benefits
01_ad free hd cams
Premium
Ad-Free HD Surf Cams
Know Before You Go.
Check the surf in real time on Surfline’s HD cams. Select any location with a cam icon to watch ad-free cams without interruption. Never miss a set.
02 Surfline Global Forecast Model
Surfline Global Forecast Model
- 17-Day Spot Forecasts
- Know what the surf is doing 17 days in advance.
- At-a-Glance Forecast Charts
Decode your secret spot. Surfline’s global swell and wind charts make it easy to know when it’s on, wherever you are in the world.
03 Exclusive Discounts
Premium
Exclusive Discounts
Never pay full price for surf gear again.
Welcome to our world. We’ve partnered with our favorite surf shops to bring you exclusive discounts on gear, from surfboards to wetsuits and more.
To access this benefit, go to your account and select Premium Discounts.
04 Expert Forecast Team
Premium
Expert Forecast Team
Never make the wrong call again.
Let us take the guesswork out of scoring great waves. Our team of surf forecasting experts is trained to monitor global data and produce and accurate and easy-to-understand forecast.
Access the expert forecast by selecting Regional Forecast at each location.
Login/Premium sign up flow
Premium
Log in to start your free trial now.
12_Access Everywhere
Access Premium Everywhere
Create an account to access your Premium membership from any device.
Login
Or
Create Account
[IAP Dialog Box – Text As Is]
Password
First Name
Last Name
Zip
By clicking Create Account you are indicating you have read and agree to the Privacy Policy and Terms of Service.
Notifications
On_product_welcome_message
Premium
Welcome to Surfline Premium, [first_name].
We’re stoked to have you as a Premium member for the next month. We hope you enjoy the benefits and decide to stick around.
Learn how to access your Surfline Premium benefits.
On_product_confirm_subscription
Premium
Here’s What You Get
- Ad-Free HD Surf Cams
- Advanced Forecasting Tools
Confirm Your Subscription
Do you want to subscribe to Premium for 1 month for $12.99?
Cancel / Confirm
Just trying it out? Your Premium membership will not automatically renew. Can’t live without it? Don’t worry, we’ll email you just before your time runs out with an option to continue.
On_product_Expiration_Warning
Premium
[first_name], your Surfline Premium membership expires in [x] days.
Here’s what you’re going to loose:
- Ad-Free HD Surf Cams
- Advanced Forecasting Tools
- Forecasts from Surfline’s expert team
Would you like to continue your Surfline Premium membership?
Continue / No, thanks.
On_product__Leave Premium
Premium Help
How do I end my Premium membership?
You’ve joined Surfline Premium on iOS using your iTunes account. Your Premium membership will automatically end on 27/08/2017. If you are having problems with your Premium account or want to leave before the expiration date, please email support@surfline.com.
On_product__Premium Membership Expiration
Premium
[first_name], your Surfline Premium membership expired. All Premium benefits are now disabled.
Here’s what you’re missing:
- Ad-Free HD Surf Cams
- Advanced Forecasting Tools
- Forecasts from Surfline’s expert team
Would you like to join Surfline Premium again?
Yes / No, thanks.
2014 version (what we started with):
Here’s the improved UI/UX sign up page produced by this project, which included multivariate testing of Premium benefits:
You can still see the roots of this project in the current iteration of this flow:
Gretchen Wegrich 