Scalence’s UX Strategy Accelerates Paid Subscriptions for a Digital Navigation Leader

The digital navigation platform, used by billions daily, faced challenges in converting free users into paying subscribers. Many premium users underutilized features due to unclear value propositions and usability issues.

Scalence conducted comprehensive UX research to uncover barriers in the user journey and developed strategies to streamline the experience, boost conversions, and drive deeper engagement with the platform.

Boosting User Engagement and Conversion

• Free users hesitated to upgrade to paid plans due to cost concerns, confusing onboarding, and unclear feature benefits.
• Premium users struggled to utilize advanced features, limiting their engagement.
• The company lacked clear insights into user behaviors and pain points, making it difficult to craft a strategy for improving conversions.

To address these challenges, Scalence mapped the user journey to uncover friction points and user needs.

Mapping the User Journey to Drive Engagement and Conversion

Scalence conducted a user-focused study, answering key questions to address challenges:

• Identifying friction points: Streamline the user experience for smoother onboarding.
• Providing seamless access: Enhance usability for on-the-go information access.
• Improving in-car experience: Tailor solutions to diverse driver needs.
• Enhancing developer tools: Offer resources to support a thriving developer ecosystem.
• Aligning with sustainability goals: Ensure platform evolution considers environmental impact.
• Building user trust: Strengthen participation and user-generated contributions.
• Tracking usage and costs: Develop intuitive tools for resource and credit tracking.

These insights guided the company in optimizing the user experience, increasing engagement, and boosting conversions.

Improved Conversions and Customer Delight Through Strategic UX Improvements

Immediate Recommendations:

• Cost Management Tools: Introduced a cost calculator and billing system for better user control.
• Industry-Specific Templates: Provided customizable templates tailored to different industries.
• Enhanced Usability Testing: Ensured new features were user-friendly and intuitive.

Long-Term Success Strategies:

• Technical Interviews: Aligned product strategies with user needs through leader discussions.
• User Personas Development: Created profiles to address diverse customer needs effectively.
• Commercial User Surveys: Targeted surveys confirmed cost concerns and prioritized features.
• Participant Recruitment Update: Improved outreach methods for future user research.

A key outcome was the company implementing Scalence’s cost-control suggestion, introducing an in-app feature that allowed users to manage their spending better, which helped build trust and increase engagement and conversions.

Scalence’s UX strategy transformed user insights into actionable solutions, creating a smoother, engaging experience. By enhancing usability and aligning features with user needs, Scalence helped the client drive conversions and set a solid foundation for future growth.

With a future-ready UX strategy, the company is now equipped to sustain long-term success in a competitive market.