The Challenge

Our playlist feature generates an average of 3.5K pitches per month, it is the feature un:hurd is predominantly known for and subsequently has been iterated over many times. Introducing a credit system required an overhaul of our payment system, a system that has remained unchanged since the creation of the app.

The challenge was to create clear and simple UX for a complex backend system that included one off purchases, membership discounts and bundle discounts all within the same flow while maintaining conversion rates through playlist pitching.

The Process

The turnaround time on this project was tight, however the need to usability test such an important update was paramount. I designed the first version of the credit system and conducted scenario-based usability testing with members of our team.

As un:hurd is a music marketing tech solution and an agency serving larger clients, I ensured I included members from our agency team who are less familiar with the updates to get a more realistic view of how users might behave.

I identified several usability errors and live-designed collaboratively with our product manager to rapidly iterate. I then undertook a further round of iteration following technical feedback. The result was a payment screen simplified further with every iteration, allowing users to make a one time purchase, subscribe directly to redeem a pro discount, or purchase credit bundles for a reduced price-per-pitch, all within one smooth checkout experience.

The Outcome

Conversion from users entering playlist pitching to payment remained stable through this monumental payment transition, holding steady at 14% both before and after the credit system implementation.

Additionally, facilitating purchase of credit bundles increased revenue generated from pitching by 47%. The subsequent benefits to artists of bundle discounts and refund capabilities, in part, contributed to a 17% increase in customer satisfaction scores.