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PROJECT
We introduced prints as a lower-cost option to grow our subscription base and enhance retention.
ROLE
Senior Product Designer
TLDR
To foster growth in our subscription base, we strategically expanded our product collection by introducing prints. This addition offers a lower-cost option with a distinct use case, allowing us to target a new segment of the market. By providing diverse product offerings, we aim to attract a wider range of customers and increase overall engagement.
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Additionally, we believe that this new product will help retain existing subscription users by catering to their varied needs and preferences. As customers explore and utilize the print option, we anticipate enhanced loyalty and satisfaction, ultimately contributing to long-term retention and subscription growth.
RESULTS
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TDB (Released October 2024)
Getting Started
We previously offered a print product that saw moderate success, but rising printing costs made it unsustainable.
As Chatbooks grew, we gained greater leverage with our printers, allowing us to reduce costs. My role was to reimagine the print product to align with our evolving subscription ecosystem.
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To further expand our total addressable market (TAM), we introduced a new subscription product—prints.
Phase 1 of 3
We decided to release this product in 3 phases.
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Phase 1: Standalone subscriptions
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Phase 2: Print subscriptions integrated with book subscriptions, allowing customers to use images from their books for print packs
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Phase 3: One-time print purchases
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This case study will be focusing in on Phase 1
In designing Phase 1, I focused on creating a flexible solution that could be easily adapted across all three phases, minimizing development effort and ensuring a seamless user experience.
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Since this was a new product launch, we also developed a complete flow—from the shop screen through to Prints management—to provide customers with an intuitive and cohesive journey.
Additionally, we carefully addressed every development case required for the project.
Additional considerations
We aimed to enhance cross-selling between books and prints to boost the lifetime value (LTV) of our subscription customers. I developed strategies for cross-selling both post-printing and within the management hubs.
