Overview: Designing a More Engaging & Intuitive Subscription Flow

Cricut Access provides users with creative resources, but the subscription flow was visually unclear and lacked emphasis on the value of the annual plan. My role as a UI Designer was to translate UX research insights into a visually intuitive, accessible, and engaging interface that increased conversions.

The Challenge: Improving Subscription Clarity & Conversion Rates

Pain Points Identified:

• Lack of Visual Hierarchy: Users could not easily differentiate between monthly and annual plans.

• Unclear Pricing Breakdown: Savings for the annual plan were not immediately visible.

• Low Engagement with CTA: The call-to-action did not effectively guide users toward the best option.

UI Enhancements & Design Solutions

A. Clearer Pricing & Plan Differentiation

• Designed a side-by-side comparison layout for the monthly vs. annual plans.

• Used color contrast and typography to emphasize the annual plan's value.

B. Highlighting Cost Savings to Encourage Annual Plan Selection

• Integrated savings badges with a bold, high-contrast style.

• Used progressive disclosure (hover tooltips) to break down cost differences.

C. Enhancing Call-to-Action (CTA) for Better Engagement

• Redesigned CTA buttons to be more prominent, high-contrast, and action-driven.

• Applied motion micro-interactions (subtle hover effects) to improve engagement.

Visual Design Process & Iteration

• Wireframes to High-Fidelity Mockups: Translated UX research into polished, responsive UI designs.

• A/B Testing Results: Evaluated different button placements and text clarity.

• Accessibility Considerations: Ensured WCAG-compliant contrast ratios and font readability.

Impact & Results

• 20% increase in annual plan conversions post-UI update.

• 15% reduction in subscription drop-offs by making pricing clearer.

• Improved user engagement with the redesigned CTA and visual hierarchy.

Key Takeaways & Next Steps

• Lesson Learned: Small UI enhancements (e.g., CTA contrast, layout clarity) drive significant user behavior changes.

• Future Considerations: Potential personalized UI elements (e.g., 'Recommended for You' plan suggestions).