Blinkist Book Page

Visit Site

As a lead designer on this project, I worked and coordinated closely with stakeholders to redesign the Blinkist book page that could attract more visitors to sign up for our product. I was responsible for the research, wire-framing, and creation of pixel-perfect mockups. The result of this project was that we saw an amazing 70.9% uplift in the sign-up rate.

Problem

Visitors who land on the Blinkist book page are confused what are the benefits of signing up with Blinkist.

-

The book page means a landing page for blinks including various information, like the author, key ideas, etc. Ex. The 7 Habits of Highly Effective People The current book page was designed about 5 years ago after few rounds of iteration. We've conducted several user tests in the past and we know the current book page is missing the benefits of Blinkist and the reasons for subscribing, also, everybody does not have a good understanding of how the trial works.

Goal

Increase the sign-up rates by 10% through a better book page design.

-

The goal was to help visitors understand what Blinkist is and what value Blinkist can provide. Success definition is to see more people willing to sign up for Blinkist, and more people make purchases.

My Role

The project was about 2.5 months. I was responsible for the end-to-end web development process in the web growth mission team. Not only did I help to uncover potential user problems and deliver designs, but also acted as a PM to drive the test.

Our team includes

• One Designer (me) / One Content Strategist / Two Web Engineers / One QA

My scope includes

• Understand users pain-point and find insights from qualitative and quantitative data

• Collaborate with content strategist to ensure we have compelling copy

• Form the hypothesis that brings values around users

• Design and deliver UI/UX designs

Key Design Outcomes

In total, we tested 3 variations - Control, with and without pricing information. The one with pricing variation resulted in an amazing 70.9% uplift in the sign-up rate. Therefore, we rolled out the new book page showing the pricing.

Learnings

We were surprised about it, initially, we thought by showing the price so early in the funnel might hurt the conversion, it turns out users like to see that we are transparent about the pricing.

Design process

The problem we want to address

1. Missing the benefits of Blinkist and the reasons for subscribing.

2. Everybody does not have a good understanding of how the trial works.

The hypothesis that might solve the problem

1. Add compelling copy: 4500 +value of the entire library

2. Add emotional triggers

3. Add total app store ratings and review examples

4. Highlight Blinkist key features (audio speed, download/offline, bookmarking)

5. Add single sign-on with Google etc.

6. Make the sample content given away shorter to reduce potential distractions

7. Condensed footer = less distractions

8. Explain how the trial works

Test Plan

We decided to have two variations: With and without pricing information.

Hopefully, this makes the book page more compelling such that we can link the book titles on the Homepage to the book page.

Before & After

Thank you for reading.