WING.
Discuss.hk Subscription Plan (App)
Responsibility
Planning / UXUI Design / Prototyping / Advertising
Design Tools
Figma / Illustrator / After Effect
Target User
Forum members
Purpose
Analyzing the feasibility of a membership subscription plan for the forum. To design a new feature that balance advertising revenue with user experience but also to introduce new dynamics to the platform and enhance members’ sense of belonging to Discuss.hk.
Design Period
Aug 2022 - Mar 2023
Background.
One of the famous forum in Hong Kong - discuss.com.hk, was established in 2003. At its peak, it reached 120 million monthly page views and had over 3.5 million active users per month. With advertising revenue covering operational costs, the forum has been able to provide a free discussion platform for its members.
However, as the number of advertisements on the website and app increased, it negatively impacted the user experience. I began conducting research, comparing subscription plans of similar websites, and analyzing the feasibility of a membership subscription plan for the forum. The goal was not only to balance advertising revenue with user experience but also to introduce new dynamics to the platform and enhance members’ sense of belonging to Discuss.hk.
Empathize & Define.
The project began with understanding users’ needs, browsing behaviours, and pain points to design a subscription plan that aligns with their preferences and expectations.
User's pain points
1. Excessive ads negatively impact the browsing experience.
2. Long-time members feel unappreciated.
3. The discussion forum lacks innovative features.
Our challenges
1. How to attract users to subscribe.
2. Limited development time.
3. The outdated system makes large-scale layout modifications difficult.
Discuss.hk features a unique daily mission and item system. Survey results revealed that users are eager to earn coins by completing tasks and spending them on items that enhance functionalities and boost post visibility. Beyond an ad-free experience, the subscription plan can offer additional benefits such as unlocking feature limits, exclusive shopping discounts, and welcome gifts, encouraging users to subscribe.
User Flow.
To encourage users to join the subscription plan, the process must be straightforward and user-friendly, allowing them to complete their purchase in just a few clicks.
In October 2023, Discuss.hk introduced the Discuss Plus gift card and promo code gifting system. To enhance transparency, we added a “Subscription Details” section to the subscription plan page, providing subscribed members with essential information such as subscription type, payment platform, and validity period.
Advertising.
After launching the subscription plan, we collaborated with the marketing team to create a comprehensive online advertising campaign, including digital banners and a dedicated campaign webpage to drive promotion and user engagement.
Discuss.hk Subscription Plan (App)
Responsibility
Planning / UXUI Design / Prototyping / Advertising
Design Tools
Figma / Illustrator / After Effect
Target User
Forum members
Purpose
Analyzing the feasibility of a membership subscription plan for the forum. To design a new feature that balance advertising revenue with user experience but also to introduce new dynamics to the platform and enhance members’ sense of belonging to Discuss.hk.
Design Period
Aug 2022 - Mar 2023
BACKGROUND.
-
One of the famous forum in Hong Kong - Discuss.hk, was established in 2003. At its peak, it reached 120 million monthly page views and had over 3.5 million active users per month. With advertising revenue covering operational costs, the forum has been able to provide a free discussion platform for its members.
However, as the number of advertisements on the website and app increased, it negatively impacted the user experience. I began conducting research, comparing subscription plans of similar websites, and analyzing the feasibility of a membership subscription plan for the forum. The goal was not only to balance advertising revenue with user experience but also to introduce new dynamics to the platform and enhance members’ sense of belonging to Discuss.hk.
BACKGROUND.
-
One of the famous forum in Hong Kong - Discuss.hk, was established in 2003. At its peak, it reached 120 million monthly page views and had over 3.5 million active users per month. With advertising revenue covering operational costs, the forum has been able to provide a free discussion platform for its members.
However, as the number of advertisements on the website and app increased, it negatively impacted the user experience. I began conducting research, comparing subscription plans of similar websites, and analyzing the feasibility of a membership subscription plan for the forum. The goal was not only to balance advertising revenue with user experience but also to introduce new dynamics to the platform and enhance members’ sense of belonging to Discuss.hk.
Empathize & Define.
-
The project began with understanding users’ needs, browsing behaviours, and pain points to design a subscription plan that aligns with their preferences and expectations.
User's pain points
1. Excessive ads negatively impact the browsing experience.
2. Long-time members feel unappreciated.
3. The discussion forum lacks innovative features.
Our challenges
1. How to attract users to subscribe.
2. Limited development time.
3. The outdated system makes large-scale layout modifications difficult.
Discuss.hk features a unique daily mission and item system. Survey results revealed that users are eager to earn coins by completing tasks and spending them on items that enhance functionalities and boost post visibility. Beyond an ad-free experience, the subscription plan can offer additional benefits such as unlocking feature limits, exclusive shopping discounts, and welcome gifts, encouraging users to subscribe.
Empathize & Define.
-
The project began with understanding users’ needs, browsing behaviours, and pain points to design a subscription plan that aligns with their preferences and expectations.
User's pain points
1. Excessive ads negatively impact the browsing experience.
2. Long-time members feel unappreciated.
3. The discussion forum lacks innovative features.
Our challenges
1. How to attract users to subscribe.
2. Limited development time.
3. The outdated system makes large-scale layout modifications difficult.
Discuss.hk features a unique daily mission and item system. Survey results revealed that users are eager to earn coins by completing tasks and spending them on items that enhance functionalities and boost post visibility. Beyond an ad-free experience, the subscription plan can offer additional benefits such as unlocking feature limits, exclusive shopping discounts, and welcome gifts, encouraging users to subscribe.
User Flow.
-
To encourage users to join the subscription plan, the process must be straightforward and user-friendly, allowing them to complete their purchase in just a few clicks.
In October 2023, Discuss.hk introduced the Discuss Plus gift card and promo code gifting system. To enhance transparency, we added a “Subscription Details” section to the subscription plan page, providing subscribed members with essential information such as subscription type, payment platform, and validity period.
User Flow.
-
To encourage users to join the subscription plan, the process must be straightforward and user-friendly, allowing them to complete their purchase in just a few clicks.
In October 2023, Discuss.hk introduced the Discuss Plus gift card and promo code gifting system. To enhance transparency, we added a “Subscription Details” section to the subscription plan page, providing subscribed members with essential information such as subscription type, payment platform, and validity period.
Advertising.
-
After launching the subscription plan, we collaborated with the marketing team to create a comprehensive online advertising campaign, including digital banners and a dedicated campaign webpage to drive promotion and user engagement.
Advertising.
-
After launching the subscription plan, we collaborated with the marketing team to create a comprehensive online advertising campaign, including digital banners and a dedicated campaign webpage to drive promotion and user engagement.
Challenges.
-
This project marked my first experience in designing a completely new system, including an Admin panel. To create a clear and user-friendly online application system, I dedicated time to conducting research, user interviews, and usability testing, ensuring the design was secure, reliable, and easy to navigate.
Another significant challenge involved restructuring the system settings. By collaborating closely with developers, I gained a deep understanding of how metadata and parameters function. I explored multiple design options and, after thorough evaluation, selected the most effective solution.