Subscription UX isn’t just about conversions — it’s about clarity, control, and calm.
Original Website Design
Redesign Website Design
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Executive Summary
This report aims to enhance the user experience (UX) of Ford UK’s Subscription Services website to drive grater awareness and sign-ups for free trial subscriptions, supporting the company’s broader push toward electric vehicle (EV) adoption. Following design thinking principles, the report integrates comprehensive user research, web analytics evaluation, and design recommendations.
Project Aim
Improve Ford UK’s subscription service webpage by making it easier for potential EV customers to understand offerings, access free trials, and complete sign-up processes.
Research Approach
- Secondary research identified EV customer priorities (e.g., convenience, cost transparency) and revealed that complicated sign-up flows and hidden eligibility conditions are major barriers to subscription uptake.
- Primary research – Survey – revealed a preference for simple, transparent experiences, with key deterrents including complex sign-up processes, unclear eligibility requirements, and concerns about hidden costs.
- Primary research – Usability Test – with a participant exposed navigation issues, with difficulty finding the “Start Free Trial” option and frustration over vague eligibility criteria.
Key Findings
- Users expect straightforward navigation, prominent trial offers, and transparent eligibility information.
- Current website design suffers from low information visibility, unclear call-to-action prompts, and a lack of motivational messaging around free trials.
Recommended Changes
- Add a prominent subscription page banner highlighting the free trial offer and its benefits
- Introduce an early-stage eligibility notice module to set user expectations before sign-up.
- Redesign the subscription information layout to group relevant features together more clearly.