Cambly is an English Tutoring Online Platform and Y Combinator company. As a freelancer, I worked closely with their product development team in SF to rethink their customer purchase journey. The goal was to decrease decision paralysis of potential subscribers and push conversions. By creating a page that showcases a range of different plans from cheap to more expensive, we were able to inform the user more clearly about benefits and features available at Cambly. We had to not only engage potential subscribers, but also build responsive designs flexible enough to be scalable to many different countries.
Simplifying the steps
With the user in mind, we broke down the shopping flow and identified three main stages: Choose a plan, pick a comment level and proceed to check out. People face too many choices in life already; we didn't want Cambly to be another tough part of the user's day.