Our client had a great product, an online subscription service designed for photographers, but they were seeing signs of missed opportunities when it came to customer retention and upselling.
One key issue was that multiple audience types were all accessing the product in exactly the same way.
This was creating confusion in the messaging and service structure, leading to a one-size-fits-all experience that didn’t actually fit anyone particularly well.
As a result, everyone was subscribing to the same service tier, even though that wasn’t the ideal option for all user types.
Services: UX Audit | Agency Collaboration | Heuristic Analysis | Design Framework
Our goal was to help the client break out their offering in a way that made sense for each audience segment—and ultimately increase profitability per segment. To get there, we started with a UX audit.
We conducted a heuristic review of the website, assessing the user experience from two angles:
Before making any firm recommendations on segmentation, we wanted to understand how the existing UX was supporting, or hindering, the client’s ability to speak clearly to different audiences.
By reviewing the user journeys through the lens of distinct personas, we were able to identify gaps, overlaps, and opportunities for clearer communication and more tailored user flows.
The output of our audit included:
The next phase focused on implementing changes with the in-house design team. This included introducing a more deliberate page hierarchy for key landing and conversion pages, aligned to audience segments.
These updates not only resolved immediate UX issues but also served as a blueprint for future design decisions. Supporting the client's ongoing growth and ability to serve a diverse user base more effectively.