Evolve memberships to meet the needs of our drivers
Tiered membership increases revenue and member satisfaction by offering benefits for different needs and budgets.
Outcome
- Recruited monthly members to test Lite and Plus plans.
- Gathered feedback to revise before releasing to the public.
Team
- Lead UX Designer (Myself)
- Product Manager
- UX Design Manager
- App and Web Engineering Teams
- UX Research Manager
- Marketing Team
- Legal Team
We believed that one size does not fit all
Previously, our plans were Standard, University, and Business. To better serve our members, we introduced two new plans. The Lite plan caters to infrequent drivers and the Plus rewards our consistent, high value members.
We began with recruitment
We aimed to grab the attention of our North American Standard monthly members through push notifications across platforms. Since this was a three month beta, we didn’t include annual members as that would have been too expansive.
We also supplemented with email, encouraging members to visit our beta presales page with more information.
Once we had the attention, we shared the benefits
Our presales webpage compared the benefits of the new Lite and Plus plans to Standard. Instead of our immediate application process, we needed to introduce a new and unfamiliar waitlist system.
Wait for interest
It was an exciting time as our team watched our current North American monthly members opt in to try our new plans. We asked them to choose a plan and we received almost 5k responses!
All metrics shared for this project have been approved by Product for use in my portfolio, with full permission and review from my employer to ensure no sensitive information is disclosed.
Time to launch
After closing our recruitment period, which showed healthy interest from members, we finalized the necessary experience modifications for our beta members and began their new memberships.
Monitor beta plan usage
We closely tracked how our drivers interacted with their new beta plans to assess their effectiveness. This data will help us make informed adjustments and improvements before opening these plans to the public.
“It’s convenient for me because I don’t use Zipcar as much so to get a discounted price for using and going less miles is a big plus for me.”
“If I maintained a Zipcar membership at all, the Lite membership is the one I’d maintain - but I’m not sure I’m getting enough use out of my membership to be worth it.”
“Before I was not utilizing the membership to justify the price I was paying. Now it just makes more sense, and I have removed it from my pending cancel subscription list.”
“Sometimes I need to drive more than 50 miles.”
“I would continue this plan because it’s now more affordable to visit the in-laws in Pennsylvania.”
“The monthly credit should be at least a full hour of usage.”
“The pricing is not bad, the 10 dollar credit and the additional mileage really helps too.”
“The $10 credit expired every month which means I have to use Zipcar every month and I don’t intend to do that.”
Moving on, to an open beta
Member feedback gave our team valuable insights into interest in the new plans and suggestions for adjustments before the 2025 public release. Below are some next steps to prepare for our open beta.
Recommend downgrading instead of cancellation
When canceling, suggest downgrading to a lower plan as a flexible alternative that better suits the member’s needs.
Build out self service plan changes
Allow members to upgrade and downgrade their plans with clear confirmations.
Improve the driver management process
Click 'Add Driver' to easily invite additional drivers. If the member has reached their limit, they will receive a message informing them and will have the option to upgrade their plan to increase their limit.
What I learned during this project
- Communication of unfamiliar patterns.
- Cross functional and cross platform collaboration for an overarching project.
- Utilizing closed member feedback to improve a public release.
