Simplifying the path to Booky Prime’s subscription flow
Simplifying the path to Booky Prime’s subscription flow
Simplifying the path to Booky Prime’s subscription flow
BOOKY PRIME SUBSCRIPTION
Simplifying the subscription journey into a streamlined checkout experience
Simplifying the subscription journey into a streamlined checkout experience
Simplifying the subscription journey into a streamlined checkout experience
Booky Prime is Booky’s premium membership that gives users access to exclusive dining deals and discounts. The existing subscription journey required users to move through multiple screens before completing their purchase, creating unnecessary friction along the way.
This project focused on redesigning the subscription flow to create a faster, more seamless experience by reducing unnecessary steps while keeping users informed enough to confidently subscribe.
Booky Prime is Booky’s premium membership that gives users access to exclusive dining deals and discounts. The existing subscription journey required users to move through multiple screens before completing their purchase, creating unnecessary friction along the way.
This project focused on redesigning the subscription flow to create a faster, more seamless experience by reducing unnecessary steps while keeping users informed enough to confidently subscribe.
OVERVIEW
The Problem
The Problem
Analytics showed 89.2% drop-offs between plan selection and payment.
Analytics showed 89.2% drop-offs between plan selection and payment.
Users navigated through multiple screens before completing their subscription.
Users navigated through multiple screens before completing their subscription.
The Approach
The Approach
Reviewed the existing subscription journey and identified friction points.
Reviewed the existing subscription journey and identified friction points.
Reorganized content based on the user’s decision-making process.
Reorganized content based on the user’s decision-making process.
My Role
My Role
Role: Senior Product Designer
Product: Booky
Platform: iOS & Android
Duration: 1 week
Responsibilities: Product Design • UX Strategy • User Flow • UI Design • Engineering Handoff
Role: Senior Product Designer
Product: Booky
Platform: iOS & Android
Duration: 1 week
Responsibilities: Product Design • UX Strategy • User Flow • UI Design • Engineering Handoff
COMPETITIVE ANALYSIS
Booky (Before) - 5 steps
Booky (Before) - 5 steps
The original experience required users to navigate multiple screens to subscribe to Booky Prime. Although each screen served a purpose, the number of steps increased cognitive load and friction, creating opportunities for users to abandon the flow before completing payment.
The original experience required users to navigate multiple screens to subscribe to Booky Prime. Although each screen served a purpose, the number of steps increased cognitive load and friction, creating opportunities for users to abandon the flow before completing payment.
Steps:
Benefits / Membership overview
Select subscription plan
Add promo code
Confirm payment
Success
GrabUnlimited - 4 steps
GrabUnlimited - 4 steps
Grab leads with its membership benefits before directing users to a dedicated plan selection screen. The recommended plan is clearly highlighted, making comparison easy, while payment and FAQs are kept separate to keep the checkout process focused and straightforward.
Grab leads with its membership benefits before directing users to a dedicated plan selection screen. The recommended plan is clearly highlighted, making comparison easy, while payment and FAQs are kept separate to keep the checkout process focused and straightforward.
Steps:
Benefits / Membership overview
Select subscription plan
Confirm payment
Success
Steps:
Benefits / Membership overview
Select subscription plan
Confirm payment
Success
FoodPanda Pro - 3 steps
FoodPanda Pro - 3 steps
FoodPanda uses a shorter flow by combining plan selection, vouchers, and payment review into a single checkout screen. A sticky CTA keeps the subscription action visible throughout the experience, while FAQs are placed below the primary conversion path to minimize distractions.
FoodPanda uses a shorter flow by combining plan selection, vouchers, and payment review into a single checkout screen. A sticky CTA keeps the subscription action visible throughout the experience, while FAQs are placed below the primary conversion path to minimize distractions.
Steps:
Membership benefits
Review plan (includes plan, vouchers, payment)
Success
Steps:
Membership benefits
Review plan (includes plan, vouchers, payment)
Success
Steps:
Membership benefits
Review plan (includes plan, vouchers, payment)
Success
IDEATION
Initial Explorations
Initial Explorations
To explore different ways of simplifying the subscription flow, I used AI (Claude) as a brainstorming tool to generate early concepts and challenge my initial thinking. These ideas served as starting points rather than final solutions.
I then reviewed the concepts with the Product Manager and Engineering team, discussing the trade-offs of each approach before deciding on the direction that best balanced user experience, business goals, and implementation effort.
To explore different ways of simplifying the subscription flow, I used AI (Claude) as a brainstorming tool to generate early concepts and challenge my initial thinking. These ideas served as starting points rather than final solutions.
I then reviewed the concepts with the Product Manager and Engineering team, discussing the trade-offs of each approach before deciding on the direction that best balanced user experience, business goals, and implementation effort.
Variation 1: Value-first Scroll
Variation 1: Value-first Scroll
Variation 1: Value-first Scroll
Introduces the membership benefits before presenting subscription plans, helping users understand the value before making a purchase decision.
Introduces the membership benefits before presenting subscription plans, helping users understand the value before making a purchase decision.
Variation 2: Guided Step Reveal
Variation 2: Guided Step Reveal
Uses a step-by-step structure that gradually reveals information, creating a more guided purchasing experience.
Uses a step-by-step structure that gradually reveals information, creating a more guided purchasing experience.
Variation 3: Comparison Focus
Variation 3: Comparison Focus
Prioritizes comparing subscription plans and savings, making pricing differences more prominent before users commit.
Prioritizes comparing subscription plans and savings, making pricing differences more prominent before users commit.
Final Direction
Final Direction
After evaluating all three concepts, we selected Variation 1.
After evaluating all three concepts, we selected Variation 1.
It required the least behavioral change from the existing experience while creating a clearer information hierarchy:
It required the least behavioral change from the existing experience while creating a clearer information hierarchy:
Why should I subscribe? → Membership benefits
Why should I subscribe? → Membership benefits
Which plan should I choose? → Plan selection
Which plan should I choose? → Plan selection
Can I save more? → Promo code
Can I save more? → Promo code
What’s next? → Proceed to payment
What’s next? → Proceed to payment
This sequence closely matched users’ natural decision-making process, reducing cognitive load while keeping the path to checkout straightforward.
This sequence closely matched users’ natural decision-making process, reducing cognitive load while keeping the path to checkout straightforward.
WIREFRAMES
Wireflows
Wireflows
I created wireframes to explore the layout and flow of the final direction of Booky Prime’s subscription. This helped establish a clear and intuitive foundation for the user experience before designing the final interface.
I created wireframes to explore the layout and flow of the final direction of Booky Prime’s subscription. This helped establish a clear and intuitive foundation for the user experience before designing the final interface.
SOLUTION
The Proposed Solution
The Proposed Solution
A streamlined subscription experience with fewer steps and clearer decisions
A streamlined subscription experience with fewer steps and clearer decisions
A streamlined subscription experience with fewer steps and clearer decisions
HI-FIDELITY DESIGNS
Final UI
Final UI
The subscription flow was redesigned to create a more seamless path from discovery to payment. By combining the value proposition and plan selection into a single screen and keeping payment focused on completing the transaction, the experience reduces unnecessary navigation while aligning with users’ natural decision-making process.
The subscription flow was redesigned to create a more seamless path from discovery to payment. By combining the value proposition and plan selection into a single screen and keeping payment focused on completing the transaction, the experience reduces unnecessary navigation while aligning with users’ natural decision-making process.
Steps:
Concise benefits, select subscription plan (includes promo code)
Confirm payment
Success
TAKEAWAYS
Outcome / Impact
Outcome / Impact
Overall
Overall
Reduced friction by streamlining the subscription journey from 3 screens to 1
Reduced friction by streamlining the subscription journey from 3 screens to 1
Simplified the decision-making process by presenting benefits, pricing, and plans in a clear information hierarchy.
Simplified the decision-making process by presenting benefits, pricing, and plans in a clear information hierarchy.
100% of key subscription information presented before payment
100% of key subscription information presented before payment
Delivered a solution that balanced user needs, business goals, and technical feasibility for implementation.
Delivered a solution that balanced user needs, business goals, and technical feasibility for implementation.
Learnings
Learnings
Simplifying the Path to Conversion
Simplifying the Path to Conversion
This project reinforced that improving conversion isn’t always about adding new features, it often comes from simplifying the user journey. By reducing unnecessary screen transitions and organizing information around users’ natural decision-making process, I was able to create a more focused path to subscription. It also highlighted the value of validating design decisions through competitive analysis and early cross-functional collaboration. If I were to revisit this project, I would use post-launch analytics and A/B testing to evaluate the impact of different messaging, plan hierarchy, and call-to-action treatments, allowing future iterations to be guided by real user behavior.
This project reinforced that improving conversion isn’t always about adding new features, it often comes from simplifying the user journey. By reducing unnecessary screen transitions and organizing information around users’ natural decision-making process, I was able to create a more focused path to subscription. It also highlighted the value of validating design decisions through competitive analysis and early cross-functional collaboration. If I were to revisit this project, I would use post-launch analytics and A/B testing to evaluate the impact of different messaging, plan hierarchy, and call-to-action treatments, allowing future iterations to be guided by real user behavior.
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Let’s Connect
Got a
challenge?
COnnect with me
or contact me directly at
alipiotrisha@gmail.com
Let’s Connect
Got a
challenge?
COnnect with me
or contact me directly at
alipiotrisha@gmail.com
Let’s Connect
Got a
challenge?
COnnect with me
or contact me directly at
alipiotrisha@gmail.com