ELITE Membership
From Bake, formerly known as Cake DeFi
Tools
Figma
Deliverables
Web & Mobile App
UI/UX Design
Involvement
User Interview
Wireframing & Prototyping
Industry
Blockchain
ELITE membership offers Bake members to boost up to 2.5X rewards on their crypto investments despite the market fluctuations.
First, let’s examine why people invest in crypto on the Bake platform. Crypto investors aim to earn passive income by staking specific cryptocurrencies, similar to how individuals stake their crypto assets on Bake. However, the question remains: how sustainable are these returns in a volatile market?
One approach to earning is by joining ELITE membership, which can help boost rewards based on the initial returns. as well as gain access to expert insights, and enjoy additional benefits.
First, let’s examine why people invest in crypto on the Bake platform. Crypto investors aim to earn passive income by staking specific cryptocurrencies, similar to how individuals stake their crypto assets on Bake. However, the question remains: how sustainable are these returns in a volatile market?
One approach to earning is by joining ELITE membership, which can help boost rewards based on the initial returns. as well as gain access to expert insights, and enjoy additional benefits.
The Concept
As the lead product designer, I collaborated with a UX researcher to assess user interest before crafting the journey. The survey research was divided into two parts: gauging the likelihood of users being interested in a membership plan that boosts earnings rewards and identifying potential benefits that could make it more appealing to members.
86% of users
No. of users’ interest towards membership plan
This give us insights into the likelihood of users perceiving the new plan as an opportunity to boost their rewards, despite the market being volatile.
Based on our research, we have learned that our target audience is interested in exploring new strategies to increase their rewards. I drafted a membership discovery journey to pique their curiosity and motivation to gauge their interest in the membership.
low-fi wireframes of membership discovering journey
The Homepage
Discovering the membership under the 'More for you' section can capture users' attention without the need for hard-selling efforts.
Home
Portfolio Page
When users tap on the portfolio screen to monitor their earnings, this is where emotional value comes into play, engaging users to find out about the benefits of the boosting rewards membership.
Portfolio
Profile Page
Users may discover the membership plan when adjusting their preferences.
Profile
Membership Plan
This screen is the heard of the app where we explain how membership rewards users to help them make informed decision about the pricing plans.
Profile
ELITE member in-app experience
After becoming a member, users can have a holistic and rewarding experience, along with personalized experience that come with a unique identity.
The Result
Bake users can now subscribe to the ELITE membership, earning more yields and benefits. As a result, we received over 800 sign-ups within the first two weeks, leading to a significant increase in AUM.
Conclusions
Bake users can now subscribe to the ELITE membership, earning more yields and benefits. As a result, we received over 800 sign-ups within the first two weeks, leading to a significant increase in AUM.
I reflected on what went wrong after the membership launched.
From a user experience design perspective:
- Always conduct research. Due to time constraints, we weren’t able to conduct user interviews to delve deeper into what motivates them the most.
- Keep team members involved. The marketing designer only involved in the later stage, which caused timeline delays as there were ad-hoc changes to accommodate the brand identity of the membership.
- Keep developers involved throughout the process. We could have keep developers involved before design decisions to avoid misalign communication.
- Usability test. Due to time constraints, we weren’t able to conduct usability test with users. After the launch, some users still unsure how this membership works. There were some flow and content we could have designed better.
From a product management perspective:
- Keep the stakeholders involved. Some stakeholders and I weren’t involved in the early stage business discussion, which caused friction across departments and resulted in repetitive corrections. I would recommend to have regular updates within the respective team for better communication.
- Membership mechanism. Some stakeholders and I were not aware of some limitations from the third-party payment provider as potential users may get confused on the payment flow.
- Quality control. As far as I know this membership feature planning take place in Dec 2022, but the briefing only kickstart in Feb 2023. I could have been involved in the initial business discussion to avoid rush deadlines which will affect the quality of the solutions.
