PROBLEM
The problem was unclear—what caused user hesitation or which part of the payment flow needed fixing wasn’t known. This uncertainty made deep research essential to uncover real adoption barriers.
MY ROLE
Workshop Facilitation and User Research
Collaborated with Product Managers, Engineers, and Technicians in workshops to map workflows and identify pain points like unclear pricing. Synthesised user interviews into key personas to guide design decisions.
Design Execution
Turned insights into user flows, wireframes, and prototypes, improving navigation and reducing errors using the
existing design system.
Communication with Stakeholders
Conducted fortnightly reviews with the Head of Product, Founder, Engineers, and QA, aligning user needs with technical
limitations and addressing 90% of feedback.
Testing, Iteration & Handoff
Oversaw usability testing across iterations to improve usability. Managed handoff, resolving most developer questions for a smooth, bug-free launch.
MY CONTRIBUTION
User Experience Design, User Interface Design, User Research, Usability Testing, Prototyping, Bug Bashing, Design Handoff, Contribution to Design System
MY TEAM
I collaborated with a cross-functional team consisting of Head of Product Design, Business Development Lead, 1 Frontend Developer, 1 Backend Developer.
WHY OPTIMISE THE PAYMENT EXPERIENCE?
The Driving Theory Test app supports thousands of learners, but many hesitated to upgrade due to unclear pricing, trial terms, and subscription management. Research uncovered these friction points, leading to a payment flow redesign to build trust, boost conversions, and give users more control.
OUT COME
We worked with Head of Product, Marketing, and Engineering to launch a 7-day free trial and a "Manage Subscription" section, helping users explore Premium confidently. This led to a ~185% user growth (from 245 to 768), reduced checkout drop-offs by 20%, and improved retention through a clearer payment flow and targeted campaigns—supporting long-term user engagement.
PROCESS
Our process involved identifying pain points, iterating on solutions through testing, and collaborating with engineering for
implementation.
STRATEGISING
With initial guidance from the Head of Product, I approached the problem with a UX strategy mindset. I started by asking:
Before diving into design concepts, we first needed to uncover key insights and gather essential information to guide our direction.
CURRENT STATE
To evaluate the current payment flow, I assessed it against eight key criteria to ensure an effective, user-friendly, and conversion-focused experience. While the three-step process and flexible payment options worked well, several critical gaps were identified.
Package information is unclear, the screen layouts lack consistency, and there is no auto-fill for card details or email confirmation after payment. Most notably, there is no visible “Cancel” option and no “Manage Subscription” feature, which limits user control and trust. These missing elements highlighted the need for a more transparent and well-structured payment experience that empowers users and supports long-term engagement.
COMPETITOR BREAKDOWN
After reviewing the current flow, I analysed top competitors across driving theory, subscription, and edtech apps to identify best practices. This revealed key gaps in clarity, trust, and control, helping refine our positioning and improve the overall payment experience.
Competitor analysis showed that apps like Duolingo, Spotify, and YouTube perform well by using 2–3 step checkouts, clear pricing, visible trial terms, and integrated payment options like Apple Pay. In contrast, apps like Driving Theory Test 4-in-1 Kit and DVSA Kit lack clear “Manage Subscription” pages, hide the “Cancel” button, and don’t send email confirmations, leading to user confusion and complaints. These insights point to key opportunities for improvement in clarity, user control, and post-payment communication.
USER INTERVIEW
To design an optimal and efficient payment flow, I conducted interviews with 10 users to identify user groups, understand their
desires and concerns before making a payment, and bridge the gap between desk research and user research. This helped solidify
the issues users face and allowed me to consider suitable solutions based on UX strategy. The interviews were divided into three
main phases:
“I’m not sure what I’m actually getting with each plan—it’s not clearly explained.” – James, 26, Manchester
→ Users need a clear explanation of what each pricing tier includes.
“I wish there was a free trial so I could test it before paying.” – Linh, 23, Birmingham
→ Users want the ability to try the service before committing.
“I had no idea what the refund policy was. That made me hesitate.” – Sarah, 30, London
→ Users expect transparent refund and privacy policies upfront.
“Apple Pay just feels faster and more secure—I always look for it first.” – Nam, 28, Leeds
→ Users prefer trusted, seamless payment methods like Apple Pay or Google Pay.
03 – Post-Payment Experience: What Do Users Need Right After Paying?
“I didn’t get any confirmation—so I wasn’t sure if the payment went through.” – Hannah, 25, London
→ Users expect immediate confirmation of successful payment, ideally via email.
“I wanted to double-check what I paid for and how to cancel, but there was no clear info.”
→ Users want clear plan details and how to cancel if they stop using the service.
CUSTOMER JOURNEY MAP
By mapping the customer journey, I identified key friction points. Users struggled to locate the “Upgrade” button, encountered
unclear pricing and hidden costs, and faced a lack of transparency around cancellation policies and security. Additionally, there was no noticeable difference before and after upgrading, making it difficult for users to perceive the value of each plan.
THE ROOT CAUSES
Through desk research, user interviews, and journey mapping, I identified critical pain points in the payment flow that directly
informed the redesign solutions. Users hesitated due to unclear subscription value, hidden costs, and the absence of trial options.
Additionally, difficulties in managing subscriptions, cancelling plans, and receiving confirmations fuelled frustration, highlighting areas ripe for targeted improvements.
The current design failed to convey the value of Premium plans, with two screens listing packages but lacking clear benefits.
Upgrading offers key features—unlocking all question sets, unlimited practice modes, answer analysis, and advanced mock tests—yet users struggled to perceive this value, contributing to high drop-off rates. This insight drove the decision to implement separate, visually clear plan screens, linking directly to the solution’s focus on transparency and engagement.
Users lacked visibility into purchased plans, renewal dates, and cancellation options, causing post-purchase dissatisfaction. This
deficiency, identified as a critical pain point, underscored the need for a dedicated management tool. The proposed “Manage
Subscription” screen in the Profile tab was designed to address this, providing a foundation for the solution’s proactive usage
dashboard and improved user control.
The lack of trial and refund policies was a major barrier, impacting user trust and conversion rates. These elements are vital for
attracting new users, retaining existing ones, and enhancing market competitiveness. This gap necessitated a solution aligned with
resource constraints, leading to the proposed 7-day free trial with personalised onboarding—pending Head of Product approval—to address market needs and business objectives effectively.
PROJECT GOALS
DESIGN PRINCIPLES
I defined two core design principles for Payment process
EXPLORATION
Current Challenge: The old design overwhelmed users by listing all plans (1 Month - £1.99, 3 Months - £3.99, 6 Months - £5.99, 1 Year - £9.99, Lifetime - £15.99) on one screen.
Redesign the layout to compare Freemium and Premium features on one screen, using colour-coded visuals to highlight benefits.
Pros: Clear premium benefits and vibrant visuals helped users compare free vs. paid plans and spot key offers like trials and
discounts — 70% of users preferred this direct comparison for quicker decisions.
Cons: Missing direct links to terms an d cancellation policies, while disconnected pricing and benefits made plan comparisons less
intuitive.
Display each plan on a dedicated screen with a consistent layout, showing pricing, benefits (e.g., “Unlock all question sets”), and
policies (e.g., “Cancel anytime”). Add subtle visual cues like icons for key benefits.
Pros: Vibrant colours and whitespace improve readability and highlight key promotions, while clear Premium benefits, pricing, and
terms simplify comparisons—80% of users found it easier to understand in testing. The consistent design also aligns with our existing UI system, reducing development effort.
Cons: Lacking a full view of all plans on one screen and separating pricing from benefits makes comparisons less intuitive — users
can’t see all options at once, potentially increasing navigation time.
List all plans on one screen with expandable sections for details, emphasising discounts (e.g., “Save 20% with Lifetime”).
Pros: Easily comparing pricing, discounts, and Premium benefits supports intuitive decision-making, while highlighted offers and a 7-day trial encourage users to explore Premium.
Cons: Later screens emphasise pricing over features, making it harder to connect value with cost, while the final screen lacks clear
payment instructions, leaving users unsure of the next steps.
Current Challenge: Post-purchase, 70% of users reported dissatisfaction due to the inability to manage subscriptions. Spotify’s
subscription hub offers seamless control, a benchmark we aimed to meet within our constraints.
Add a subscription management section in the Settings tab to view renewals, switch plans, and cancel.
Pros: Clear subscription details are prominently displayed in settings, making it easy to track renewal dates and manage plans—this centralised location enhances convenience and user control.
Cons: Placing subscription management and account closure options too close may cause confusion or accidental actions, while
overly concise subscription details can limit user understanding of their value.
Introduce a separate screen in the Profile tab, displaying current plan details, alternative plans, and a cancel option.
Pros: Users can access and manage their subscriptions directly from 'Manage Subscription', with perks and renewal dates clearly
displayed to enhance awareness and control.
Cons: Users cannot easily compare different subscription tiers within the same screen.
SOLUTION
After extensive discussions and analysis, we chose Option 2 as the primary solution.
This option effectively communicates the value of each subscription tier, helping users easily understand what they unlock with
Premium. By separating plan details into dedicated screens, it reduces information overload and creates a structured flow for
easier comparison of pricing, benefits, and policies. This option also ensures a consistent layout and visual hierarchy, improving
readability, trust, and conversion rates by addressing user hesitation. Once approved, I refined and optimised the design while
resolving minor issues for a seamless experience.
After extensive discussions and analysis, we chose Option 2 as the primary solution.
Following a detailed analysis with the Head of Product, a structured 7-day free trial was introduced to build trust and reduce hesitation. Users are required to enter their card details upfront, with the option to experience Premium features before committing. After the trial, the subscription automatically renews based on the plan initially selected. This approach not only meets user expectations for transparency and control but also supports business goals by encouraging smoother onboarding.
As for the refund policy, it was not implemented due to limited resources and operational capacity. This decision allows the team to focus on enhancing service quality and user experience instead of managing a complicated refund process.
USABILITY TESTING
To refine the payment experience, I conducted user testing with 10 participants across three predefined groups (Practical
Learners, Busy Professionals, and Sceptical Users). Each completed identical tasks to validate the design’s effectiveness, assess
transparency and trust improvements, align with user needs and business objectives, and gather feedback for further refinements.
Testing spanned three iterations over two weeks.
Testing Process and Results
A/B Testing and Iterations
I conducted A/B testing with two UI versions: the original design and the improved version. The first iteration (Week 1) tested plan
comparison and subscription management with 5 users, revealing a 20% confusion rate due to inconsistent button placement.
Adjustments included standardising button sizes and colours, tested in Iteration 2 (Week 2) with 7 users, dropping confusion to
5%. Iteration 3 (Week 2) refined cancellation flow, achieving a 98% task success rate across 10 users. Each iteration used Nielsen’s
usability heuristics, with feedback logged in a shared Figma file for transparency.
Identified Issues and Improvements
Major issues—unclear package value, missing subscription management, and complex cancellation—were resolved. Minor UI issues
(e.g., inconsistent spacing, low-contrast text) were prioritised due to time constraints. Post-testing, I collaborated with developers
to fix 12 bugs (e.g., payment loader delays), verified in a final usability round, ensuring a 95% bug-free launch.
After conducting Usability Testing, major issues such as unclear package value communication, Manage Subscription, and
Cancellation were resolved. Additionally, I identified minor UI issues, such as design consistency and information visibility.
From the identified issues, I continued making improvements. Given the limited time and resources, I prioritised addressing the most critical problems. I then conducted A/B Testing with two UI versions—before and after improvements—followed by three iterations of usability testing to refine the enhancements. After this process, we finalised the design.
FINAL DESIGN
FIGMA FILE
USABILITY TESTING
Unforeseen challenges are inevitable in any project. It's important to adapt and find the best ways to address these issues as they arise. During the redesign process, we encountered key blockers that required careful consideration:
Conduct Thorough Beta Testing
Review the prototype on the Play Store/App Store to identify usability issues, performance glitches, and user pain points, while ensuring the app meets functional requirements and user expectations through systematic testing.
Identify and Document Bugs
Log identified issues with detailed descriptions, screenshots, and reproduction steps, and prioritise them based on severity and impact on user experience.
Collaborate with Development Teams
Communicate identified bugs and improvement suggestions to developers for prompt resolution, and actively participate in discussions to clarify issues and verify fixes after implementation.
CONSTRAINTS AND MITIGATION STRATEGIES
Unforeseen challenges are inevitable in any project. It's important to adapt and find the best ways to address these issues as they arise. During the redesign process, we encountered key blockers that required careful consideration:
Navigating Implementation Challenges
Every project encounters unforeseen challenges, requiring adaptability to ensure successful outcomes. During the redesign of the
payment flow, we faced several constraints that necessitated strategic adjustments to meet user needs, business objectives, and
technical requirements.
Technical Limitations
Throughout the research and development phases, we encountered technical constraints that impacted the implementation of
certain features as originally envisioned. Compatibility issues with the existing Stripe payment gateway, backend limitations, and
resource constraints posed significant challenges. For example, features such as refunds upon cancellation and in-app chatbot
support for troubleshooting were deemed infeasible due to limited staffing (3 developers), budget restrictions, and infrastructure
limitations. To address these constraints, I collaborated closely with the Head of Product to identify alternative solutions.
Cross-Team Collaboration
Achieving alignment between user needs, business objectives, and development capabilities required continuous teamwork. This
process involved managing competing priorities and making strategic trade-offs. Through weekly discussions with the Head of
Product and engineering team, we explored alternative solutions. These preserved core functionality while enhancing user
experience. Despite resource constraints, the final design improved clarity, control, and ease of use in the payment flow. This led to
185% user growth (from 245 to 699 users, post-launch data), driven by targeted marketing campaigns, the 7-day trial, and the
optimised payment experience.