Case study — Product Design
Prime Moby — User Journeys
Turning a promotional offer into a driver of acquisition and retention, while laying the foundations for a reusable offer architecture
Context
A few months after the launch of the marketplace, the product strategy evolved to increase adoption among two populations with strong potential for recurring use: professionals and students.
Business challenge
Give professionals and students a concrete reason to adopt the platform over its competitors, then turn this adoption into regular use regular and loyalty, with the possibility to change the user to a formula member.
Role of design
Integrate Moby Prime into the user journey: identify key moments, make the benefit easy to understand and access, facilitate activation, and create reminders throughout the experience.
Solution
Make Moby Prime more than a promotional communication : a visible benefit that can be activated at several stages of the journey, from discovery to usage, with follow-up available in the account area.
An offer designed as a loyalty mechanism: each activation of Moby Prime gives access to a benefit that can extend over time. The offer accompanies users beyond their first use and creates new reasons to return.
Point of contact
Each time a Moby Prime code is generated, a confirmation email complements the experience and serves as a reminder encouraging the user to take advantage of the benefit.
Existing user
— 3 possible entry points for allHasSince an advertising campaign
BFrom checkout
CSince the space includes
DFrom the home page
Space account, under "My privilege" and code advantage.
New user
Without a user account — The account creation is simplifiedHasFrom a targeted advertisement
Key difference with John: account creation is no longer a barrier imposed upfront — it only occurs if the user wants to join Premium Moby.
BFrom the home page
Design beyond a one-time offer
An architecture that is flexible and reusableFrom the specific case to the generic system
Starting from an existing UI, I developed the new use cases while ensuring that we did not create an experience specific only to Premium Moby. Components and patterns were designed to adapt to different content, messages, conditions, and contexts, making it possible to accommodate other types of benefits and promotional mechanisms within a single set of solutions.
One system, multiple time horizons
Short term : effectively address the need to acquire and activate Moby Prime. Long term : lay the foundations for a system capable of supporting product evolution, new offers, and a long-term loyalty strategy
A single point of convergence for two audiences: tracking consumed benefits and discovering new Premium Moby offers, accessible from the account area on both the app and website.
A feature designed as a product lever
Acquisition
Give professionals and students a strong reason to install and try the marketplace.
Activation & retention
Create repeated opportunities to discover, use, and find their benefits throughout the journey.
Evolution of the model
Gradually prepare users to adopt a subscription plan and strengthen long-term commitment.
Reusability
Build a sufficiently generic and flexible UI architecture to support future offers.