Subset - Creating a subscription sharing app

The app idea originated from a research study conducted by Coil around subscriptions. If there was an app that made it easy to share subscriptions and split the cost with friends and family, more people would likely share their subscriptions. To bring the app to life, Coil established a dedicated team, which collaborated with an external agency throughout the process.

Contribution

Mockups for research
Art direction and UX guidance
User testing
Web design
Branding

Credits

App development by STRV
User research by KNow Research
Logo by Arthur Bauer

Video by Peter Kemme

Initial user research

In a qualitative study users were presented with app screens where they could share subscriptions with other users. Most participants would enjoy a simple and secure way to share their subscriptions and an non offensive way to split the cost with their friends and family. It should be automated and transparent.

App development

Based on initial research we engaged an external agency to help us build the app. I supervised the development making sure screens were implemented correctly and added additional screens and states that were needed along the way. I accompanied the process from the initial meeting until the release of the app.

Select subscription and add login credentials

Add friends and split cost

Visual design and branding

The logo represented the concept of overlapping friend circles forming groups (subsets) where they share their subscriptions. The logo's shapes were intentionally designed to come together and create an S shape. In terms of color, the logo aimed to evoke a sense of magic and simplicity.

Website

The main goal of the site was to guide users to the app. For the desktop version, I added a QR code that would direct users to the respective app stores on their devices.

App store and social media asset

I created some visual assets for the app store removing any brand names of subscriptions to adhere to the App store policies, but still trying to bring across the message what people actually would use it for.

Conclusion

Overall, the project was burdened with an excessive number of requirements right from the start. It would have been better to begin with a smaller app offering limited functionality and then expand based on user demand.

The lack of a payment provider capable of facilitating subscriptions without extensive user vetting resulted in a cumbersome sign-up experience that discouraged potential users in the end.

Despite the app's ultimate lack of success, I highly value the experience gained throughout the entire development process. From conceptualizing an idea based on research findings to crafting a product and successfully launching it on both the App Store and Google Play Store, I learned a great deal along the way.