PicsArt Subscription Page Redesign

The general research feedback about the premium web page suggests that it should avoid creating a cluttered layout and instead create a focal point that guides users towards the desired action. This means being mindful of the user experience and avoiding overwhelming the user with too much information or design elements.

The use of color on the website should be discreet, with no more than three colors, and should reflect the brand, complement the content, and visually delight viewers. This can help create a cohesive and visually pleasing user experience that supports the brand identity.

To create a clean and readable content, the web page should avoid filling it with long paragraphs and instead, use short, concise, and scannable copy that is structured around the three points mentioned above. The content should be well-spaced and divided into readable chunks, using ample white space, images, and proper flow. This can help users quickly and easily understand the value of the premium service and the benefits of upgrading.

Overall, the feedback suggests that the premium web page should be designed with the user in mind, keeping it simple, clean, and easy to navigate. By following these principles, designers can create a web page that effectively communicates the value of the premium service and encourages users to upgrade.

The product problem with the website premium page is that it creates visual pressure for the user. The page lacks a clear structure and there is too much attention on every layer, making it overwhelming for the user to navigate and understand. Additionally, there is a lack of connection between the product and the user, which can make it difficult for users to see the value of the premium service.

Competitive research is a crucial step in understanding how companies in a specific industry are effectively communicating the value of their premium services to customers. By analyzing their websites, it becomes clear that these companies are laser-focused on suggesting their premium services to customers and are employing a variety of tactics to encourage them to upgrade.

One of the most effective strategies used by these companies is to create a clear hierarchy of content on their website, emphasizing the most important features and benefits of their premium service. This hierarchy is often achieved through the use of contrasting colors, bold typography, and strategic placement of key messages and calls-to-action.

In addition, these companies understand the importance of focusing attention on the most important calls-to-action, such as the "buy" button, and use color psychology to highlight these elements and make them stand out. By doing so, they create a visual hierarchy that guides customers towards the desired action and makes it easier for them to upgrade to the premium service.

● The first approach they tested had a very clear information hierarchy, with the most important information, such as the benefits of subscribing, displayed prominently at the top of the page. The page was also laid out in a way that made it easy for users to understand the different subscription options and their respective features. However, some users found the page to be too cluttered and overwhelming, which made it difficult for them to make a decision.

●In the second approach, PicsArt tried a more minimalist design, with a simpler information architecture that focused on the most essential information. The page was less cluttered and easier to navigate, which some users appreciated. However, others found the lack of information and details to be a drawback, and they had trouble understanding the different subscription options.

● In the third approach, PicsArt experimented with a more interactive design, featuring video content and interactive elements to explain the benefits of subscribing. This approach was well-received by many users who found the interactive elements engaging and informative. However, others found the design to be too flashy and distracting, and they had trouble focusing on the information they needed to make a decision.

After conducting user testing on different UI approaches for PicsArt's subscription page, two solutions were identified for further A/B testing. These solutions incorporated various information hierarchies and architectures, as well as different design elements and flows.

The colors were used to indicate the primary and secondary importance of each piece of information, with purple indicating information that applied specifically to the product.

The second block of information answered the question of what users will get after subscribing. This was likely a key selling point for many users, and highlighting it early on in the page helped to grab users' attention and keep them engaged.

The third block of information suggested the company's services and provided users with three different subscription offers to choose from. This allowed users to compare and contrast different options and select the one that best suited their needs.

The colors were used to indicate the primary and secondary importance of each piece of information, with purple indicating information that applied specifically to the product.

Based on the final exploration for PicsArt's subscription page, it was decided to keep the same structure as the first version of the page, but with some key changes to the way the information was presented.

One major change was the use of checkmarks to show all benefits of each subscription plan, rather than using a table. This approach provided a short and clear description of each plan's benefits, and eliminated the need for users to scroll through a large amount of information.

Another change was highlighting each subscription plan in a separate box, which helped to visually differentiate the plans and make them easier to compare.

While these changes had several advantages, one potential drawback was the absence of featured information about each plan. This information might have been useful for users who wanted to understand more about what was included in each plan and how it compared to other plans.