Summary
The Problem
Over the course of a decade, SongPop (music trivia game) had sprouted into two separate apps and four different subscription plans.
The benefits of separate subscriptions were not compelling enough and getting harder to maintain, plus SongPop 2 players needed to pay twice to try the newer app.
Project Info
I was the Creative Director for the SongPop games and I worked closely with our VP Product and Product Manager to hammer out every single detail of this transformation.
The Solution
We merged everything into a single plan, SongPop PLUS. It would work across both apps, but a large proportion of players would have to manually cancel and re-subscribe. Our largest player segment would face a 2x price increase from $5 to $10 a month.
I designed a step-by-step PLUS migration assistant that walked each player segment through syncing their accounts, switching plans (including cancelling their old one), collecting a treasure chest of limited edition goodies, and getting help if they needed it. Apart from every aspect of the design, I wrote the copy and user-tested the interstitials and error flows to make sure the migration went smoothly for everyone and that nobody would lose their data.
Results
The outcome of all of this work did pay off. We managed to move most of the existing subscribers over to SongPop PLUS seamlessly. Even with the price increase, nearly all players migrated successfully. Users who had been paying double on both apps were overjoyed. We even re-used the migration assistant feature for more subscription changes later that year.
We saw a big boost in the number of SongPop Classic players downloading the newer app and linking their accounts, giving them access to more features. More people were giving the new game modes on SongPop a try, and lots were enjoying them more than they thought they would.
For a lot of players, SongPop is their social circle and their hobby, something they tune into every morning and every night. It was a privilege to work on a game that delights millions of people every day.