Animoto

PROJECT OVERVIEW

Animoto is a subscription based online video making tool. They are currently offering a total of 3 subscription plans: Free, Pro and Team. To test a new initiative targeting individual consumers, Animoto’s strategic team wants to introduce the single video purchasing option.

How might we introduce this plan into the Pricing Page with minimal intrusion to the existing layout but still provide users with necessary information to make the decision?

BASICS

  • Duration: 2 weeks

  • Team: Product Design/Research, Product Marketing, PM, Engineer.

  • Deliverables: Hi-fi mockups

  • Tools: Figma, Fullstory (research)

User research & Competitive analysis

I started off the project with some quick research exercise for some context building. I went through a good number of recorded sessions on Fullstory to empathize with users journey as well as identify noted behavior patterns.

I also did a quick competitive analysis to gain insights and understanding of what and how the others are solving this problem.

Findings:

  • More than half of users will make a purchase after landing on this page.

  • Before purchasing, they will more than likely browse around the page.

And from my competitive Analysis, I identified 3 main solutions that others are doing:

  • Juxtaposition

  • Hyperlink

  • Adding bottom section.

Go broad & Dig deep

Because this was supposed to be a quick and small scope project, I decided to skip the wireframes phase and ideated in rather hi-fi mockups (thanks to the flexibility and efficiency of Figma.)


For the ideation phase, I went through 4 iteration rounds, with each round consisting of:

  • Check in daily with peer designers for early feedback.

  • Ad hoc touch base with engineers for any potential technical constraints.

  • Analyze the risk of cannibalism vs the discoverability of the new plan

Build a strong rapport with the engineers to easily organize ad hoc syncs. 
And for each iteration, I assessed the risk of cannibalism and the discoverability of the new additional plan. For example, the approach where the plan is added next to the other 3 has the greatest discoverability but requires huge effort in changing the page layout; it also increase the chance of cannibalism to the old plans.

Apply visual design system

Additionally, for these iterations, I adhered very closely to the existing assets in Animoto’s Figma library/design system to make sure the designs are in harmony with the rest of the page/website

Final result

A minor success

  • Soon after this shipped along with the accompanying features on the app, we saw a huge instant interest in this package.

  • Though the plan only survived a month because Animoto had shifted its business priorities.

© Jason Ma