Doratoon | Membership System Redesign

Rebuilding Monetization through Customer Value and Lifecycle Strategy

Doratoon 是来画动画（Laipic Animation）的海外版本，是一款基于“模板 + 编辑工具”的动画创作 SaaS，面向未受过专业设计训练的普通创作者，核心应用场景包括：

• 品牌营销内容制作

• 社媒与内容平台的视频生产

产品定位为生产力工具，通过降低动画制作门槛，帮助用户快速完成创作。

自 2021 年上线付费体系后，Doratoon 的增长长期依赖促销活动，但 付费转化低、留存差、会员价值感弱。本项目从 商业模式 + 用户体验 + 会员生命周期 三个层面出发，对会员体系进行系统性重构，目标是：

• 提升会员转化率

• 提高用户长期留存与复购

• 建立可持续的会员价值感知体系

Duration: 6 months

• Iterations: 5+

• Responsibilities: business & user insight analysis, membership structure and value design, user journey and conversion strategy

• Collaboration: Product, Marketing, and Engineering teams

I acted as a product strategy owner, connecting monetization goals with customer experience.

我的角色

• 项目周期：6 个月

• 版本迭代：5+

• 职责：需求分析、会员体系与权益设计、用户体验与转化路径设计

• 协作：产品经理、运营团队、研发团队

我在项目中承担 商业目标与用户体验的桥梁角色

Key Challenges 重点挑战

Post-campaign analysis revealed several structural issues:

1. High acquisition cost, low user quality

• Rising CAC in overseas markets

• Promotion-driven users churned quickly after discounts ended

2. Promotion fatigue and weak value perception

• Users became conditioned to discounts

• Conversion dropped sharply outside campaigns

• Membership was perceived as a price deal, not a value service

3. Extremely low retention

• Black Friday campaign: 7-day retention at 0.69%

• Other campaigns: <2% 7-day retention

• Over 90% of users showed no return behavior within 7 days

Root cause: Users were never activated, and the membership value was neither clearly perceived nor repeatedly experienced.

通过对多次促销活动复盘，我发现 Doratoon 的增长模式存在结构性问题：

1. 高成本、低质量获客

• 海外 CAC 持续上涨（2021 年同比 +30%，预计 2022 年 +20%）

• 大量促销用户为价格敏感型，转化后迅速流失

2. 促销疲劳与价值感下降

• 用户对促销形成预期

• 非促销期几乎无转化

• 会员被视为“折扣商品”，而非“长期价值服务”

3. 低留存、低复访

• 黑五活动 7 日留存仅 0.69%

• 其他活动 7 日留存不超过 2%

• 超过 90% 用户在 7 天内不再回访

本质问题：用户未被激活，会员价值无法被感知和持续体验。

Strategic Insights 战略洞察：从“卖权益”到“交付客户成功”

From a business model and competitive analysis perspective, three key insights emerged:

1. Low-frequency value usage
   Free features already met basic creation needs, making paid benefits underutilized.

2. Unclear customer segmentation
   Beginner and advanced users had vastly different expectations, yet shared the same membership logic.

3. Content-driven value was no longer sufficient
   Market leaders had shifted toward service-oriented, scenario-based, outcome-driven memberships.

   通过商业模式分析与竞品对比，我得出三个关键判断：

   1. 会员权益刚需低频
      免费功能已覆盖基础创作需求，付费权益使用频率不足，导致体验感弱。

   2. 目标用户定位模糊
      基础用户与高阶用户需求差异巨大，但当前会员体系未能有效区隔。

   3. 价值集中在“内容”，而非“场景解决方案”
      市场领先产品已从“内容解锁”转向“服务化、场景化、结果导向”的会员价值。

Membership Value Architecture

Solution Approach

Based on the diagnosis of promotion-driven growth failure, this project reframed Doratoon’s membership from a feature-selling mechanism into a lifecycle-driven value delivery system.

The solution consists of three interconnected layers:

1. Membership Value Architecture
   — Defining why users pay and stay at different lifecycle stages

2. Value Exposure & Conversion Design
   — Ensuring value is continuously experienced during usage, not only explained at checkout

3. Payment System Optimization
   — Removing friction to close the loop from value perception to transaction

   基于前期对促销驱动增长失效的分析，本项目将 Doratoon 的会员体系从「权益售卖机制」重构为一个 以用户生命周期为核心的价值交付系统。

   解决方案由三个层级组成：

   1. 会员价值架构
      —— 定义不同用户在不同阶段“为什么要付费、为什么要留下来”

   2. 价值触达与转化机制
      —— 确保用户在使用过程中持续感知会员价值，而非只在购买页看到

   3. 支付系统升级
      —— 消除转化阻碍，形成从价值感知到实际付费的闭环

Basic｜Activation First

• Ensure a complete creation loop

• Unlock low-cost, high-perceived-value benefits

• Create clear upgrade triggers (e.g. watermark, export limits)

Pro｜Efficiency at Scale

• Focus on efficiency, stability, and commercial use

• Align benefit limits with real mid-frequency behavior

• Use high cost-performance pricing to expand market reach

Pro+｜Value Release

• Support high-frequency production and monetization

• Set “enough-to-use” limits to manage cost risk

• Introduce advanced capabilities (e.g. licensing

各层级的价值设计逻辑

Basic｜激活与留存优先

• 保证完整创作闭环，降低新用户放弃率

• 放开低成本但高体验感权益，提升活跃度

• 通过“去水印 / 导出限制”等关键节点，为升级创造清晰动机

Pro｜中频创作者的效率型价值

• 权益围绕效率、稳定性与商用场景设计

• 权益上限与真实中频使用行为匹配，避免价值浪费

• 通过高性价比定价，扩展市场边界（如教育场景）

Pro+｜高频创作者的价值释放

• 满足高频生产与商业变现场景

• 在“足够用”的前提下设定上限，控制成本风险

• 引入转授权等高阶能力，承接潜在增量收入模型

Payment System Upgrade

Once value architecture and exposure were optimized, payment became the final conversion variable.

Data showed that even with strong purchase intent, payment friction significantly reduced final conversion.The objective of payment optimization was therefore not persuasion, but friction removal.

Remove barriers and ensure that activated value smoothly converts into revenue.

1. Shortened Payment Flows & Reduced Failure Rate

• Streamlined and restructured the payment process to eliminate unnecessary steps

• Provided immediate solutions for high-frequency payment failure scenarios

• Delivered clear failure feedback to prevent user drop-off at critical points

2. Multi-Currency & Localized Payment Support

• Supported multi-currency settlement to reduce psychological and operational costs for cross-border payments

• Introduced local e-wallets in key markets (e.g., Indonesia)

• Engaged high-intent paying users and improved overall payment success rate

3. Alignment with Membership Value Structure

• Payment system designed in synergy with membership tiers, entitlements, and operational strategies rather than as an isolated module:

• Different membership tiers matched with appropriate pricing anchors

• Payment touchpoints synchronized with perceived value

• Structural space reserved for renewals and long-term subscriptions

  在会员价值与触达机制优化后，支付系统成为影响转化效率的最后关键变量。

  数据显示，即使用户已具备明确付费动机，支付路径中的摩擦仍然会显著拉低最终转化率。

  因此，支付系统升级的目标并非“刺激购买”，而是： 减少阻碍，让已被激活的价值顺利转化为收入。

• 1. 缩短支付路径，降低失败率，梳理并重构支付流程，减少非必要步骤/针对高频支付失败场景提供即时解决方案/明确失败反馈，避免用户在关键节点流失

• 2. 多币种与本地化支付支持：支持多币种结算，降低跨境支付心理与操作成本，引入重点市场（如印尼）的本地电子钱包/吸引高付费意愿群体，提高整体支付成功率

• 3. 会员价值结构形成协同：支付系统不再是孤立模块，而是与会员分层、权益节奏、运营策略协同设计；不同会员层级匹配不同价格锚点，支付节点与价值感知节点同步，为续费与长期订阅预留结构空间

Results & Impact

• Significant Growth in Membership Metrics: Achieved a 53.2% increase in purchase clicks on the membership page, a 26.2% rise in membership sign-ups, a 68.2% boost in renewals, and a 135.2% surge in coupon usage among members.

• Enhanced User Behavior & Value Perception: Embedded membership value directly into the content creation workflow, enabling users to perceive tangible benefits earlier and more frequently. This led to improved completion rates and usage frequency among members, reducing short-term churn.

• Business Model Shift & Operational Efficiency: Transitioned Doratoon's growth model from promotion-driven acquisition to value-driven conversion and retention. This reduced reliance on heavy discounting and established a sustainable monetization framework centered on renewals and long-term subscriptions.

• Foundational System for Future Strategy: The redesigned Membership System 1.0 became the core framework for all subsequent pricing, renewal, and premium service strategies, providing a scalable foundation for long-term commercial growth.

项目成果：

• 会员转化与留存数据显著提升：会员详情页购买点击率提升 53.2%，会员开通数增长 26.2%，续费数提升 68.2%，会员券使用率增长 135.2%。

• 用户行为与价值感知优化：将会员价值嵌入创作流程，使用户更早、更频繁感知权益，有效提升了会员用户的创作完成率与使用频次，降低短期流失。

• 增长模式转型与运营提效：推动 Doratoon 从“促销拉新”转向“价值驱动转化与留存”，减少对高频折扣的依赖，构建以续费与长期订阅为核心的可持续增长模型。

• 体系化基础建设：该会员体系 1.0 成为后续产品定价、续费策略与增值服务设计的核心框架，支撑长期商业化演进。