MeisterTask's mobile app upgrade screens were modernized to improve conversion rates. User requirements included addressing limitations of store regulations for team-based services, surfacing plan differences and free trial eligibility, and balancing feature information with cognitive load.
In addition to the web platform, MeisterTask is also available on mobile for iOS, iPadOS, and Android. Given the market for productivity apps and changes in how we approach work and our relationship with it (especially after the pandemic), it was necessary for the team to modernize our apps. This project focused on conversion and the role of our upgrade screens in this metric. For confidentiality reasons, sensitive data such as revenue generated by the apps cannot be disclosed.
To begin this study case, it is important to understand the user requirements we were facing. The biggest issue we had with the apps was the limitations of the store regulations. MeisterTask is a team-based service, which means that it is useful for teams to collaborate and get things done. The App Store and the Play Store are very good at managing individual licenses, but when it comes to teams, things start to get complicated. MeisterTask's direct competitors, such as Asana, do not offer subscriptions in their mobile app, likely due to this very limitation.
MeisterTask has many features, but they are not all available on the same plans, and not all are available on mobile. We needed to surface these differences and make it as clear as possible what is available on each plan.
We also needed to show that new users are eligible for a free trial. Although a rework of the trial was in preparation, we decided to add the free trial to the upgrade screen in the meantime, with the approval of my mobile product manager.
Finally, we decided to run an A-A/B test with two variants against our current implementation. Variant A would be more figurative and show the idea behind every feature, while Variant B would only display the name of the feature in text. This has to do with the cognitive load that this screen represents. On one hand, we want to surface our features and give users the right amount of information. On the other hand, we need to keep it as simple as possible to avoid overwhelming users with stimuli.
Working on this project with other designers, marketers, engineers, and product managers has been enjoyable. However, I left the company before seeing the experiment's results. I hope it works well for individual users. For teams, they will be redirected to our web platform, so there may not be many upgrades coming from the mobile app for this specific cohort.