Case Study
Case Study
Removing Hesitation from Membership Selection
Removing Hesitation from Membership Selection
Company
Company
Checkatrade
Checkatrade
Year
Year
2024
2024
Role
Role
Product Designer
Product Designer
Core Focus
Core Focus
UX/UI Design, Usability Testing
UX/UI Design, Usability Testing
Before
Before
After
After
Project Overview
Project Overview
Increased sign-up completion 10% by redesigning how customers compare subscription plans under time pressure.
Increased sign-up completion 10% by redesigning how customers compare subscription plans under time pressure.
Business Problem
Business Problem
Choosing between pricing plans required significant effort
Checkatrade's sign-up experience plays a critical role in converting interested trades into paying members, but choosing between membership options required significant effort.
Usability testing showed the existing UI forced mental math rather than enabling quick decisions, leading to drop-off and lost revenue.
Choosing between pricing plans required significant effort
Checkatrade's sign-up experience plays a critical role in converting interested trades into paying members, but choosing between membership options required significant effort.
Usability testing showed the existing UI forced mental math rather than enabling quick decisions, leading to drop-off and lost revenue.
How I Solved It
How I Solved It
Reframed membership plans as business decisions
Instead of making trades calculate and compare features, framing helped them self-identify. When pricing language matched how trades think about their own business needs, comprehension improved and decision-making accelerated.
Trades could now articulate their choice. Usability testing revealed a shift from "I'm not sure which one I need" to clearly explaining which plan matched their needs. Improved comprehension directly enabled faster decision-making.
Trades could now articulate their choice. Usability testing revealed a shift from "I'm not sure which one I need" to clearly explaining which plan matched their needs. Improved comprehension directly enabled faster decision-making.
Reframed membership plans as business decisions
Instead of making trades calculate and compare features, framing helped them self-identify. When pricing language matched how trades think about their own business needs, comprehension improved and decision-making accelerated.
Trades could now articulate their choice. Usability testing revealed a shift from "I'm not sure which one I need" to clearly explaining which plan matched their needs. Improved comprehension directly enabled faster decision-making.
Trades could now articulate their choice. Usability testing revealed a shift from "I'm not sure which one I need" to clearly explaining which plan matched their needs. Improved comprehension directly enabled faster decision-making.
Enabled trades to compare easily through visual pricing
Instead of calculating cost differences mentally, trades could see the value curve by adjusting the slider, showing their cost-per-lead decrease as commitment increased with no calculation required.
Visual comparison reduced cognitive load.
Enabled trades to compare easily through visual pricing
Instead of calculating cost differences mentally, trades could see the value curve by adjusting the slider, showing their cost-per-lead decrease as commitment increased with no calculation required.
Visual comparison reduced cognitive load.
Built trust into the key decision point
Surfacing reviews and social proof reassured trades at the point of commitment, increasing confidence and driving higher conversion.
Built trust into the key decision point
Surfacing reviews and social proof reassured trades at the point of commitment, increasing confidence and driving higher conversion.
Outcome & Impact
Outcome & Impact
