Subscription & Payment Page
UX Case Study: Modernizing the Subscription & Payment Page
Company: Rental Beast
The Problem
The previous user interface for the subscription page was outdated and did not align with our company’s branding, including colors and fonts. This lack of cohesion made the experience feel disconnected from the rest of our platform. Additionally, the old design was not user-friendly, making it difficult for users to easily navigate and understand their subscription options. Our goal was to create a sleek, modern design that incorporated our brand identity while also improving clarity and ease of use for our MLS partners.
Another major issue was the lack of hierarchy and visual organization in the previous design. Users had difficulty distinguishing between different subscription options, which often led to confusion and frustration. The absence of a clear, structured layout made it hard to compare plans and select the best option for their needs. Furthermore, the old design lacked engaging elements, which meant it failed to capture user attention or encourage conversions. Without a structured approach, users were more likely to abandon the process rather than complete their subscription.
We also recognized that accessibility and responsiveness were not properly considered in the prior iteration. Given that over 70% of users were accessing our platform via mobile devices, a design overhaul was necessary to ensure seamless functionality across all screen sizes. Our objective was to craft a page that not only looked professional and modern but also prioritized usability, engagement, and conversion optimization.
The Audience
The primary audience for this design consists of members of partnered MLSs who are looking to subscribe to our services. These users value the advantages our product provides and need a seamless way to select their preferred subscription plan. We offered three options: monthly, yearly, and a two-year plan. Since users would be investing their hard-earned money, it was crucial to create a clean and straightforward design that clearly communicated the differences between these plans, ensuring an informed decision-making process.
MLS members include a diverse range of professionals, from independent real estate agents to large brokerage firms. Many of these users juggle multiple responsibilities and have limited time to spend navigating a complex subscription process. Therefore, the design had to be intuitive and require minimal effort to complete the transaction. If the page was not easy to understand or if users struggled to differentiate between plans, it could result in hesitation or abandonment before finalizing their purchase.
Additionally, these users frequently access MLS services across multiple devices, including desktops, tablets, and smartphones. The subscription page needed to accommodate different screen sizes without losing clarity or usability. Real estate professionals are often on the move, meaning they may need to complete their subscription from their mobile device between meetings or while in the field. A fully responsive design was essential to provide a seamless experience regardless of how and where users accessed the page.
Furthermore, the financial commitment involved in selecting a plan made trust and transparency critical factors in the design. Users needed to feel confident in their choice, with clear pricing, benefits, and terms presented in a straightforward manner. By ensuring the design was welcoming, informative, and visually organized, we could help users make a confident purchasing decision that aligned with their needs and budget.
The Solution
To address these issues, I designed a clean and intuitive interface that balanced simplicity with functionality. At the top of the page, users were greeted with a personalized welcome message, reinforcing familiarity and trust. Directly below, a customized list of benefits is displayed, tailored to the specific MLS they belonged to, ensuring relevance and clarity.
On the right side of the page, users could view their available subscription options—ranging from one to three plans, depending on their MLS partnership. Each option was visually distinct yet cohesive, making comparisons easy. I also provided clear guidelines for engineers, detailing how the interface should adapt based on the number of plans displayed.
Additionally, I designed a fully responsive mobile version of the subscription page, ensuring that users on the go could effortlessly navigate and complete their subscription process from their mobile devices. The design maintained clarity and usability, regardless of screen size, optimizing the experience for all users.
