Baningo Cards
Streamlined Billing Processes Enhancing the Sales Funnel
Redesigning the "Billing" page and flows to ensure a seamless and transparent billing experience.
Introduction
Baningo GmbH
March 2023 - May 2023
UX / UI Designer
Identifying issues
Defining solutions
Dev alignment & handoff
Performance tracking
Product Owner
Chief Technology Officer
Full-stack Developer
Back-end Developer
Front-end Developer
I joined the team as the first and only UX designer in an operational product environment. Before my involvement, the product had grown organically from idea to code.
The recent implementation of the billing page enabled users to subscribe independently, resulting in a notable increase in subscriptions. However, a comprehensive analysis uncovered usability issues within the billing process. Given the significance of paying customers to the company's success, addressing these issues became a top priority.
Problem statement
The “Billing” page's unintuitive design creates hurdles in a critical sales funnel stage, impacting organic conversion potential.
“Why can’t I upgrade the plan? Oh, I need to fill this in first.”
Users often left the product on this page never coming back.
Order of actions is not represented by the layout.
Product improvements
Before
The page lacked visual hierarchy and failed to provide important information at the stage where users are potentially transitioning into paying customers.
After
A well-defined visual hierarchy emphasizes key information and actions, directing the user's attention.
Comprehensive pricing plan details enable users to make informed decisions directly within the product interface.
Unintuitive and opaque processes led to user errors and uncertainty.
A unified element housing the flow guides users through the process, ensuring a logical sequence of actions.
Clear progress indicators and a transparent payment summary enhance user confidence.
The addition of promo code functionality supports sales & marketing initiatives.
Incomplete consideration of subscription states resulted in insufficient information and poor user guidance.
Thorough analysis of the billing flow, considering all potential scenarios, enables the creation of a comprehensive subscription status indicator.
Concise copy and additional information inform users about their subscription status.
Clearly indicated actions assist users in navigating specific situations.
Due to the NDA, a high-resolution image of this flow cannot be publicly disclosed. For further insights, please feel free to contact me directly.
Outcome
Evaluation
While various factors may contribute to the increase in subscription rates, the absence of major feature introductions or significant shifts in sales efforts during the observed period is notable. The substantial increase implies a potential connection to improvements in product usability.
Words of endorsement
“Žiga is a highly motivated and initiative-taking individual, displaying a high level of dedication to his work, making him a great asset to the company. More specifically, Žiga's contributions to product design noticeably influenced the increase in organic subscriptions, showcasing his ability to identify and propose improvements to key areas.”
Maximilian Nedeljik
CEO & Co-Founder @ Baningo GmbH
Next project
Web App
Quick Fixes