SubsTrack is a company that helps users keep track of their subscriptions and fees. The company has launched a desk-top only website and wants to launch a friendly mobile app because more than half of potential users are on mobile devices.
In order to gain insight on the benefits of expanding into the German market, I wanted to gain more insight about Germany's subscription market. I conducted secondary research on the current German subscription to look at their popular trends, market reports, and data through Entertainment on Demand and SVoD. Nearly half of all German households (20.4 million) have at least one SvoD subscription and 73% of German households have at least two or more subscriptions like Amazon Prime Video and Netflix.
Around the end of March 2021, 46.4% of German households had an Amazon prime membership. Of those active users it was a bit higher compared to the US and UK. Launching SubsTrack in Germany would be beneficial for the business and the market to help those who are in need of keeping track of their spendings.
The research shows that the German market is a great start to launch SubsTrack to increase their market significantly but it doesn’t necessarily mean users will have the need to use a subscription app to manage their spendings. In order to gain more users I would have to research more on how they keep track of their subscriptions and spendings.
I conducted competitive research on Rocket Money, Subscription Manager, and Bobby to analyze common patterns and valuable assets. I was able to notice similar approaches and was able to give my own insight. I chose do to competitive analysis to help me identify what makes a strong competitor by looking at their features, flows, and function.
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I created a user flow to help me visualize how users would interact with SubsTrack while incorporating the business goals by keeping track of their subscriptions, canceling, viewing bills, and getting notifications
To follow up with the business goals I wanted to use the color blue as the primary color because it’s known as being trustworthy and reliable. I used orange as the accent color because it contrasts with the blue.
I visualized my ideas by sketching solutions based on user research and relevant business goals. Then I created a low fidelity to help my foundations of the interface. I decided to use a visual bar graph for users to see when opening the app how much the user is using each month with the following subscriptions they have. For the subscriptions page, I put them into categories for their list to look organized. Once they click on the three dots it would give two options for the user to delete or edit information. I included a transaction page for past transactions and upcoming transactions to make it easier to look at all spending.A notifications page for easy access to alerts. Then I went through a step-by-step journey with my mentor to evaluate each journey and gained new feedback.
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I conducted 5 moderated remote usability testing with users through social media and friends.
I got to redesign my prototype to address the problems that were occurring in the first usability testing and continued with my second usability testing.
After cleaning up the iterations based on user feedback. I did a Nielsen heuristic evaluation for the hi-fidelity design to double check standards and accessibility.
Due to the time constraints of this project, I was not able to add or pay attention to other features I would like to add to the app. If I had time to expand on this project I would like to do more usability testing and add more features.
Overall, users expressed the testing was pretty easy and intuitive. Users didn’t struggle and had a smooth journey on each task. I was able to do my best to solve the business goals but no concrete information of releasing to the German market will be able to increase SubsTrack’s company growth. I will have to keep doing more research on how the German market keeps track of its subscriptions.
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