User Testing
E-commerce
Marketing
Led Design
December 1, 2024
Zoom & Perplexity partnership offer
To accelerate free-to-paid user conversion
Starting point: Auditing the search experience
What/ Why/ How
What’s partnership offer?
Zoom launches joint promotional campaign with SaaS software.
SaaS software mutually benefits users by driving traffic and expanding the potential user base. This increases annual payment conversion rates and boosts order revenue.
Purchase a specific Zoom annual plan and receive free discounts from partner brands.
Competitive Research
Visual Framework: Background processing solutions adopting the visual paradigm of partner brands, such as integrating partner brand logos into the navigation bar.
Brand Expression: Customized color schemes that blend brand DNA, and integrated solutions for product visual presentation.
Experience Consistency: Seamless transitions between brand elements, and contextualized layout of joint marketing messages.
Retail receipts employ a strikethrough pricing strategy to build perceived value and boost confidence in purchasing decisions.
The SaaS platform clearly displays the logic behind savings calculations, showing the specific amount saved in real-time, driving increased order rates through visualization.
Product hierarchy design: free gifts and paid items maintain equal visual weight to avoid diminishing perceived value; promotional accessibility is enhanced; coupon codes achieve prominent visibility and are integrated with one-click application functionality.
Marketing customer acquisition emails
The results were telling: 92.3% of participants (4 out of 5) failed to complete the task within 5 minutes, or expressed uncertainty such as “not sure if I found the right version.”
Most users exhibited frequent scrolling and backtracking behaviors—clear signs of confusion and lack of confidence.
Design Exploration
User testing - Verify design
Testing result (Control group)
Keyword analysis
Behavioral paths & Thermodynamic chart
User ratings (experimental group)
Final design
Checkout
