Enterprise Self-Service Subscription
Problem statements
Users struggle to trust the self-service platform for high-value transactions.
Decision-makers find it challenging to evaluate and onboard platforms efficiently.
Global users face barriers with localization and integration.
How might we statements
How might we build trust with users making large payments?
How might we streamline platform discovery and onboarding?
How might we enhance global usability and workflow efficiency?
MVP spoiler alert: Free trial subscription
But please read below through my process to see how we came to this decision.
Research
Survey
Methodology
N=50, 100% US-based
Mix of self-identification, forced ranking and general preference questions
More than 50% are familiar with their company’s current process for online services
50% somewhat or very familiar with the current purchase process
32% were from companies size of 200 to more than 1K
45% had used a self-service option when purchasing L&D program
100% have knowledge of how much is spent on L&D budget
Areas of focus
Company goals & budgeting
Platform discovery & evaluation methods
Preferred pricing & payment models
Past purchasing behaviors
Top purchasing challenges & feature needs
Key platform features & expectations
Trust factors for large transactions
Support needs during and after purchase
Snapshot of a few results
User interviews
Methodology
N=7, ~1 hour interviews
Participants based in US, UK, France, South Africa & India
Income range $20k-$200k, ages 25-43, company size 8-2500
Participants are self-identified as HR Manager, Learning and Development Manager, Finance Manager or Team Leader
Participants responsible for either selecting, administering or paying for a company’s L&D platform
Participants are the primary decision-maker or on a team of decision-makers
Participants are somewhat or very familiar with current company process for setting up accounts and managing payments
Areas of focus
Identification & company goals
Understanding current process
Understanding needs and expectations
Understanding payment process
Understanding usability, support and feedback
Support & assistance expectations
Integration and automation
Baseball cards
Research results
Survey summary
33% use learning platforms to provide broad content access to both a majority and specific groups of employees
Over 50% research online platforms with ratings/reviews, consult with colleagues and industry peers
47% have self-serviced purchased with a company credit card with automated payments
Most important platform feature is course selection, then a tie with course assignment and analytics
73% expect a phone support option as primary issue resolver
32% follow company’s pre-determined L&D budget guidelines
40% use a“Pay-as-you-go” pricing model, followed by subscriptions at 33%
43% report friction with hidden fees
Most important payment feature was to have automated billing and invoicing, followed by payment reminders and notifications
51-53% like easy access to detailed product info and free trials or demos in discovery process
50-70% list payment security, data privacy and fraud protection as primary concern when making large payments on platform
47-76% list strong security measures, 24/7 support and clear refund policies as trust-enablers when purchasing on platform
83% found it very to extremely important to have training and support post-purchase available
Interview summary
Platform frustrations and user needs: Across various industries, users expressed frustrations with platform inefficiencies, lack of relevant training content, overwhelming notifications, and difficulty navigating payment systems. They desire features such as easier learner onboarding, customized training content, and better notification systems.
Importance of support and assistance: Users strongly favor platforms that offer reliable support, particularly through phone or chatbot services. A majority prefer 24/7 availability for resolving critical issues, indicating the significance of accessible and efficient customer service.
Flexible payment models: There is a strong demand for flexibility in payment methods, including "pay-as-you-go" and subscription options. Many respondents also expressed a need for automated payments, invoicing options, and wire transfers for larger or one-off purchases.
Trust and security concerns: Users expressed concerns over the security of making large payments online, emphasizing the importance of secure payment processing and transparency. They also want features like tracking and analytics to ensure better management of learner progress and platform performance.
Localization and integration needs: Localization, such as language and currency options, was a recurring need among global users. Additionally, the integration of learning platforms with HR systems was a “nice to have”, as it enables seamless workflow management.
Validated assumptions
The Importance of:
Clearly understood product value
Ratings and reviews
Pricing options
Easy course selection
Flexible payments options
Auto-renewals
Course selection
Analytics and learner progress reports
Billing history
Timely notifications and updates
Comms preferences
Dependable and fast support options
New findings
The Importance of:
System integrations (i.e. HR platforms)
Localized language and currency
24/7 phone support for critical issues
Chatbot or AI chatbot for quick-solve issues
Admin ease & ability to add new learners
Monthly or quarterly updates/check-ins
Free trials and discounts
Broad and granular analytics
Confidence that content is up-to-date
Confidence that large payments are secure
Centralized payment process (not using third party)
Customized learning to avoid non-relevant content
Designs
User-flow
Below shows the full journey of a potential self-service customer, with MVP contained in the purple outlined box.
Lo-fi examples
Hi-fi examples
MVP
As a phase one approach we decided to offer a free trial subscription first. This gives time to build the back-end further. Stripe was the decided payment method but allows us to further build out this end-to-end experience with enhanced areas like:
Where do we start them after creating account and subscription trial?
What does onboarding look like?
What kind of support can be offered?
Next steps
Design and develop new onboard experience for self-service customers
Refine subscription renewal and messaging
Refine billing information pages
Refine and develop potent AI chatbot for support
Constant feedback
Develop feedback widgets for new features and experience