Product Design • Plum • 2024
Transforming Health Bundle Purchases
Increasing gym membership sales by 2X through the new purchase journey
Overview
My Role
Product Designer
Platform Type
B2C - Plum Benefits Mobile App
ABOUT PLUM
Plum is a modern employee benefits platform that helps organizations offer comprehensive health and wellness solutions to their teams. With a mission to make employee health accessible, Plum provides innovative insurance plans, wellness bundles, and seamless digital experiences tailored to user needs.
OPPORTUNITY
We aimed to offer exclusive discounted Cult.Fit memberships during the first 30 days of user onboarding. By bundling these memberships with relevant telehealth plans (e.g., nutritionists, physiotherapists), we seek to create valuable health and wellness offerings for its users. The projected revenue potential is ₹1L/month, with opportunities for growth through optimized user outreach and checkout experiences.
Entry points on the app
Problem Statement
Despite a potential audience of 29,751 new users monthly, conversion rates for Cult.Fit memberships remain low. Users face challenges such as unclear value propositions, lack of urgency, and friction in the checkout process, leading to drop-offs.
Research insights
User Behaviour
~19,099 users do not log in to the app post-onboarding.
Conversion rates from in-app promotions and outbound campaigns are low (~0.18% for TOFU users)
Pain Points
Lack of clarity on the bundled offering's benefits.
Absence of urgency to purchase due to unclear timelines.
Complex checkout process leading to drop-offs.
Opportunities
Highlight savings and create urgency.
Simplify the checkout process.
Leverage timely reminders and personalized outreach to engage users
Building trust and setting expections through FAQs, Testimonials, Education and Process
Objectives
Increase Conversions
Double the number of memberships sold through the in-app purchase journey.
Enhance User Experience
Create a seamless and intuitive checkout process.
Drive Engagement
Use in-app banners, notifications, and outbound campaigns to target new users effectively.
Proposed Solution
Optimized Entry Points
Highlight the package’s unique value proposition, savings, and limited-time availability
Bundle Detail Page
What is the offering?
Showcase the ultimate health & wellness package.
Why should I buy?
Emphasize unlimited access to gyms, nutritionists, and physiotherapists.
How good is it?
Include testimonials and statistics.
Why now?
Create urgency by displaying offer validity and additional discounts.
Seamless Checkout Process
Select a bundle.
Review pricing and savings.
Complete payment with minimal inputs.
Loader and Drop-off Handling
A loader ensures user feedback when the city is changed.
Re-engagement messages for drop-offs.
Adding delight
Design highlights
Visual Moodboard
Align with Cult.Fit’s branding to foster trust.
Use clean, vibrant visuals to highlight savings and benefits.
Homepage Entry Point
Prominent banners guide users to explore the bundles
Bundle Detail Page
Clear plan details, benefits, and pricing.
Checkout Experience
Intuitive flow for customizing telehealth options.
Success Metrics
Conversion Rate
Increase from 0.18% to 1% within the first quarter post-launch.
Revenue
Achieve additional monthly revenue of ₹2L.
Engagement
50% of drop-offs re-engaged through notifications and campaigns.
Checkout and Success
Learnings and Future Steps
Post-launch, gather user feedback to identify areas for improvement.
A/B testing different banner messages.
Offering time-limited discounts during key engagement periods.
Conclusion
By addressing user pain points and streamlining the checkout journey, we can significantly boost Cult.Fit membership sales while enhancing user satisfaction. This initiative not only drives revenue but also strengthens our position as a comprehensive wellness platform.
