After the product page redesign, 23% of user research showed intent but needed clearer guidance on eligibility and payment plans to drive adoption.
The introduction of multiple payment plan options added complexity to the Rent Advantage product, impacting user decision-making and conversion rates. Despite redesigning the product page to highlight new plans and benefits, adoption remained stagnant. User research revealed confusion around eligibility and plan differentiation. I’m now collaborating with the team to refine messaging and improve conversions.
User research was recently conducted. The team and I started brainstorming solutions to address the issues raised. We are in the process of determining next steps regarding A/B tests to run.
Problem: Users are confused about whether their circumstances qualify for the product (ie. Renting with roommates).
Opportunity: Add a "Who is eligible?" link in the hero section and link to a popup or FAQs.
Problem: Users are confused about the difference between the plan options.
Opportunity: Test plan names. Clarify tags and copy in pricing cards.
Identified product clarity issues on the previous landing page with the PM.
I implemented these to increase clarity:
Biggest drop-offs are seen at top of the funnel
Redefining mobile pricing: Stacked, swipeable, or tabbed?
Following recent user research, the team and I are brainstorming solutions to address key user pain points. We are now in the process of planning A/B tests to validate these ideas and refine the user experience.
These iterations aim to improve the user experience by making the information more accessible and transparent.
Stagnant adoption. What's next?
Focusing on both user education and seamless product sales ensures that the user journey supports both engagement and conversion, while staying aligned with business objectives.
Documenting design decisions helps articulate rationales to stakeholders and ensures clarity on the trade-offs made in previous iterations.
While user testing may come after launch, reflecting on the reasons behind design choices helps ensure a well-informed approach and provides insights for future adjustments.