73% conversion through content design
Ever raise your prices 5x? Me either until March 2024 at Lendtable.
🙋🏻♀️What’s Lendtable?
It’s a fintech product helping people max out their 401(k) and ESPP benefits through a line of credit.
Context
Because we were pivoting from B2C to B2B2C, we needed to encourage (👀) existing customers to pay the new $50/mo. subscription for the same service or stop using Lendtable and pay their balance. If they could no longer make at least $500 profit/year with us, we would discontinue their service.
My approach
Leverage a simple redesign in progress as the template and my content design background to clearly explain the change and their options. I made a skimmable single screen that recorded their decision and took them to their familiar dashboard or a repayment page.
Result
Within our 2-week timeline, a mind boggling 73% of customers chose to continue and the remainder set up plans to pay their Lendtable balance.
Role & Team
Design Lead with Head of Growth, 2 Engineers, CX Principal Manager, Junior Designer, Junior PM
Quick start
I outlined what was happening, existing UX, and unknowns. For speed, I leveraged my redesign WIP from another flow.
Communicating with engineering
My UX flow charts ensure we agree on what needs to happen, laying the groundwork for deciding how that might happen in the screens.
Birdseye view of all user states with just-right annotation.
What could have gone better?
I could have influenced the payment plan redesign and the communication UX more. When delegating, I’m still learning how to oversee and advise without taking over or leaving less experienced teammates to their own devices.
In the end, emails still served their purpose and customers were able to start payment plans without too much trouble.
How have you addressed these situations?
What happened next?
Fast follows like turning on another payment method and me designing what happened if they couldn’t cover their monthly fee.
After this price change project, I explored how partnerships work, look, and feel.