Subscriptions | Microcopy by Amit

Ola Select

Read the story of how India’s first ride subscription program got its first makeover.

Business objective: Increase Ola Select adoption by making it appeal to the masses using redesign and copy changes.

Scope:Create a new product description, benefits explanation, emails (promotional & transactional), and in-app copy.

Role I played: Lead writer

Stakeholders: Project manager, designer, CMO, CEO

What is Ola Select?

Ola Select is Ola’s premier subscription offering. It offers subscribers access to benefits like peak waiver, free airport lounge access, in-ride Wi-Fi, top-rated driver-partner, priority allotment, etc.

Our challenge:

How to increase the product’s adoption without tinkering with the benefits and reducing cash burn in the process?

Basic process:

Meeting the stakeholders from Product & Marketing team to understand the offerings
Meeting designers to create a working process of design and content
Initial prototype: First draft of the all-new Ola Select was shown to the various stakeholders
Final product: Final touches and edit were made to finalise the offering
Promotional messages and in-app copy for increasing the adoption

User onboarding:

We tried two different types of user onboarding flows—carousel and vertical scroll. We opted for the carousel view as it gave us better user engagement. We had multiple entry points for user onboarding including navigation menu, push, pop-ups, etc. One such user onboarding flow is depicted below.

Cross-sell Ola Select during peak pricing: One of Ola Select’s prominent offerings is no peak pricing on Prime and Mini ride categories. We tried to sell Select to targeted user when there was a Peak pricing live. Targeted users were also given this option to try out Select for free.

Transactional emails: Emails for purchase, renewal reminders, expiry, plan change, refund, etc.

Our impact:

60,000+ paid Select subscribers joined in the first three months
6% Prime Sedan rides in India were taken courtesy of Ola Select
0.4% platform growth because of Ola Select