Simplifying Premium Subscription for Improved User Experience- Amazon Prime.

Problem Statement:

Users often face friction when trying to subscribe to Amazon Prime (or similar premium services) during checkout. The absence of an in-app option to purchase a subscription disrupts the shopping experience, leading to frustration, abandoned carts, and reduced satisfaction.

For instance, I tried avoiding a delivery fee by meeting the ?499 free delivery threshold but later realized free delivery was for Prime members. Curious about Prime benefits, I wanted to explore further but found no option to subscribe within the app. After researching, I learned Prime details were accessible only via the website.

This experience highlights the need for a seamless in-app subscription process to improve user experience and drive conversions.

Goal:

Introduce a seamless process to allow users to purchase a premium subscription directly from the app during checkout. This solution aims to:

- Reduce user frustration.

- Improve conversion rates for premium subscriptions.

- Enhance the overall shopping experience.

Key Features:

• Dynamic Action Button: Display a clear "Upgrade to Premium" button during checkout if the user is not already a premium subscriber.
• In-App Redirect: The button redirects users to the premium subscription page within the app without opening a new window or requiring manual navigation.
• Seamless Return Flow: After completing the subscription purchase, users are automatically redirected to their original checkout page to finalize their order.
• Subscription Benefits Highlight: Provide a brief summary of premium benefits (e.g., free delivery, faster shipping, exclusive deals) when the button is clicked.
• Customizable Delivery Options: Allow users to explore delivery preferences and costs for both standard and premium users before committing to the purchase.

How users see their journey with the app:

• Scenario: A user adds items to their cart and proceeds to checkout.
• Trigger: If the user is not a premium subscriber and the delivery fee applies, the system dynamically displays an "Upgrade to Premium" button near the delivery fee summary.
• Action: The user clicks the button and is taken to the premium subscription page within the app.
• Subscription Purchase: The user completes the subscription purchase.
• Redirect: The app redirects the user back to the checkout page with updated benefits (e.g., free delivery applied).
• Completion: The user completes their purchase with a seamless experience.

Conclusion:

This feature addresses a significant pain point by enabling users to upgrade to premium directly from the app, enhancing convenience and improving overall user satisfaction. By reducing friction in the checkout process, the platform can drive higher premium subscription rates and better customer retention.