Building & Testing Need for Membership Platform

Client
Pause - (Confidential)

My Role
UX Strategist

Context

Women experiencing menopause can find information online about, the process, symptoms, and remedies. However, not all information found online is reliable and/or trustworthy.

Pause - A Health research company specializing in women’s health (holds a high degree of credibility due to its research history) identified a need to create a reliable source - An online universe-  where women can come and find information about menopause. 

Design & Strategic Challenge

  • To create an online universe where women can come and find information about menopause. 

  • To understand the needs of women and identify what type of content they are looking for

  • To identify a sustainable business model, and find a pricing strategy (understanding what women are willing to pay for/ not willing to pay for)

Research - Type Form Survey

A survey was sent out to 3,000 women to get a better understanding of …

Content they wanted- What type of content would women be interested in seeing on an online universe & what type of content would they be willing to pay for?

Membership type - What type of membership model would women most willingly subscribe to?

Reasonable price point - If there was a price point how much would be a reasonable price point/ how much would women be willing to pay for?

  • 80 % of women said they would be interested in a platform about menopause

    Insight 1

  • Type of content women were searching for included: knowledge, advice to reduce symptoms, health and lifestyle content, information about mental health, access to experts

    Insight 2

  • 50 % of women said they would be willing to pay for a membership - where the determining factors are the price point and receiving personalised content

    Insight 3

  • Preferred way to pay for a membership was similar models like Netflix rather than paying for individualised content

    Insight 4

Prototyping Membership Platform

We built a membership platform that included the following: A ‘Knowledge bank’, an enticing ‘Membership Overview Page’, and a ‘Personalized Dashboard for Members’.

Knowledge Bank

Membership Page

We designed a membership overview page - where women can compare and see the what is included in the membership.

Differentiating between content for ‘Members’

To differentiate between paid/ free content - We designed the ‘Members’ tag.

This helped to organize content - and aimed to entice users about content that would be available through a membership

We designed a knowledge bank - where women could search and browse for articles, podcasts, or webinars. The knowledge bank provided women

Personalised Dashboard

Lastly, we designed the dashboard that women would have access to when subscribing to a month membership.

Testing Prototype Usability

After creating the prototype we invited 6 women to take part in a user test: The aim of the test was to evaluate the overall usability of the prototype and revive  feedback from users on the

  • Design 

  • Content and media types available 

  • Membership expectations and pricing

Insights

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Insights

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Insights

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Insights • Insights • Insights •

Content was Perceived as a. Relevant and b. Fairly Priced

  • ‘ I attach great meaning to content being informative and professionally based, which I found here'

    Freja, 57

  • ' I search for content when having symptoms - and found it easy to search'

    Jane, 60

  • 'When you have to pay, there is also an expectation of quality which makes the price point reasonable'

    Emma, 59