BluElite

BluElite Membership For BluSmart App

Designing onboarding experience and animations for easy onboarding

About this project

Overview

In 2023, our focus was on developing a membership product for our app, providing users with exclusive privileges through a subscription fee.

This initiative included phasing out the existing membership program (Prive) and introducing a new one, BluElite

My Role

UI/UX Designer
(Research, Wire-framing, Micro-interaction, Design Testing)

Timeline

2 weeks (July, 2023)
Published on February, 2024

Context

Thought process of moving users from
one membership to another

1. Why we choose to move from an Invite-only membership to paid membership ?

This can be explained in the below points:

Overall organisational goals changes from user retention to more revenue focused

Watching other player like Zomato and Swiggy, this seemed to be a good move

Monetising the most used feature i.e Recurring rides

2. Blu Elite Vs Blu Prive

3. How we moved users from Prive to Elite ?

Phase out plan strategy

Increased points to attain Prive or continue as prive member to 600 points

For Prive user, offered them one month free trial for Elite

Once a Prive user get converts to Elite user, they need to pay a membership fee to stay an Elite user

Adding Touchpoints for Elite

Adding nudges and touch-points on screens where our users have more attention

Homescreen

Homescreen Widget

- This widget was the only touchpoint
- Motion helped to gain focus of users and create curiosity in the mind of the user

On Trip Screen

Strip Banner

- This is a nudge for rider who are actively using recurring rides
- Designed this strip in elite theme so that users have some curiosity about this new thing as well

Past Ride History Screen

Strip Banner

- This is a nudge for rider who are wants ride invoice in a consolidated manner
- Designed this strip in elite theme so that users have some curiosity about this new thing as well
- Popup will convey more about consolidated invoices

Recurring Ride Screen

Upgrade to Elite User

- This is a nudge for rider who are habitual of making recurring rides
- This is a short pitch to buy elite for recurring ride feature

Onboarding Flow for Users

This onboarding flow focus to provide a seamless onboarding experience and meanwhile communicating about offerings that comes along with BluElite Membership

Home

Entry Points

- User can enter or explore about Elite membership
- Text copies changes after a delay

Elite landing page

Dedicated Elite membership page

- User can see benefits of elite membership here
- Users can proceed to select the membership plan (Monthly/ Quarterly/ Annually)
- Post that user have to make payment and then user gets payment confirmation

Elite onboarding

Feature walk through and Welcome to the club

- Post making payment users will be shown all benefits that an elite user get
- User can skip the onboarding screens or watch them
- After that we greet the user inside the new homepage (with changed theme) to signify that the conversion has happened from normal to elite user