Life360
Upsell Experiments
Role
Product Designer
Responsibilities
Design IC (End-to-End)
Team
X-functional team of 5
Design team of 1
Overview
With the recent launch of Life360’s membership program. I worked on many multivariate experiments to convert free users to paid members. Our goal was always to help our free users understand the value of our paid features, and creating a clear customer journey to membership.
How did we get it done?
Our process was really quite fun. We held brainstorming sessions for each place wanted to experiment. In these brainstorming sessions we would fill out experiment plan sheets to describe our concepts
Group Experiment Brainstorming
Experiment Plan Document
Iterations
Once we had picked a set of concepts we believed in I would start creating different visuals for each one. Here are some examples.
Upselling During Onboarding
Our first entry point was to present an upsell during our first time user experience. We created a series of experiments to highlight specific paid features available with a subscription. This included creating clear visuals and value propositions for these features.
Hooks into Premium Features
In parallel, we started to experiment with other key moments in our user journey. One example (below) was scrolling to the end of our location history. We limit location history for free users and present an upgrade opportunity to unlock more.
Show not Tell
One main hypothesis for all these experiments centered on showing a “sneak peak” of what users would see post upgrade. The designs below show an example of this principle. The design on the left shows an exact UI of what a user would see once they upgrade.
Results
Through our 12 experiments we launched we ended up increasing visits to our standard checkout page by 30%. We also increased trial starts by 12%!