Product UX Designer - Trial Activation

Overview

We are seeking a part-time Product/UX Designer for Carby, a carb-conscious meal planning app, focusing specifically on enhancing the trial user experience to improve activation and conversion rates. The role requires deep involvement in resolving users' first-session value challenges following trial checkout, rather than general visual improvements.

Business Context

• Out of 99 matured trials, only 28 convert to paying customers; 45 canceled and 22 accounts went past due.
• Approximately 84% of users reach the app during their trial, yet only 40-50% actually cook a meal within 24 hours.
• Simply signing in does not guarantee success; users must derive clear value quickly to be motivated to continue.
• The immediate goal is to raise trial-to-paid conversion to 40%, with a stretch target of 50%.

Primary Responsibilities

• Examine the entire user flow from checkout to app sign-in, first meal plan, grocery list generation, cooking dinner selection, and next-day app return.
• Analyze user videos and flow data to pinpoint a singular exact point of friction: understand user expectations, screen requirements, observed issues, cancellation or drop-off causes, and propose a specific actionable remedy.
• Prioritize aspects such as usefulness, clarity, trustworthiness, billing transparency, payment issues, app accessibility, initial meal plan value, grocery list usefulness, and user return rates.
• Focus predominantly on maximizing first session value post-checkout instead of later stages or superficial UI enhancements.

Ideal Candidate Profile

• Ability to watch user session videos and translate confusion into precise product modifications.
• Strategically minded towards user activation and retention rather than mere aesthetics like fonts or colors.
• Skillful in crafting clear UX copy revisions and basic wireframes targeting the specific screen causing user drop-off.
• Capable of articulating how suggested changes will drive trial-to-paid conversion improvements.
• Experienced with reviewing processes including checkout, onboarding, app sign-in, meal plan creation, grocery list preparation, and re-engagement flows.

Unsuitable Candidates

• Those who mainly focus on visual polish without linking it to retention or cancellations.
• Individuals promoting broad redesigns instead of focused, actionable fixes.
• Those who cease analysis at sign-in rather than verifying meal and grocery value delivery.
• Applicants unable to appreciate how billing or trust-related issues contribute to cancellations.

Application Instructions

• Start your application with the word MANGO.
• Submit 1-2 samples of product or UX work where you've boosted activation, onboarding, checkout, retention, or conversion metrics.
• Describe a specific app flow improvement you implemented, detailing the confusion addressed, changes introduced, and resultant user behavior or metric enhancements.
• Provide your hourly rate, weekly availability, and confirm your comfort using Loom for user videos and Figma for design.
• Include a brief idea about Carby addressing what specific screen or user experience point you would first investigate if a trial user accesses the app but does not cook within 24 hours, along with your reasoning.