A seamless end-to-end subscription experience that increases revenue by 2x
Context
Our pricing structure consists of a free base plan and an enterprise plan requiring a one-year commitment. Developers have requested a mid-tier option that allows them to scale their usage without needing to commit to a full enterprise contract. Similarly, several enterprise contracts have churned, given the inflexibility with feature sets and price points within the existing self-serve model.
Project Challenges
I needed to understand how developers make pricing plan decisions. Should we offer individual features as à la carte options or create bundled packages? We also needed to identify which features and information would be most important in their decision-making process.
I faced numerous edge cases in the design. For instance, since the new pricing plan wasn't applicable to all products, I needed to clearly communicate this to prevent incorrect plan selections. I also had to ensure a smooth, clear migration process for existing paying customers.
Working with engineering contractors across different time zones presented communication challenges. Since they preferred async collaboration without live meetings, I needed to create a clear design doc that left no room for misinterpretation.
Deliverable
Uncovered the problems of the old pricing design and created clear pricing information and hierarchy, validated through user research.
Considered multiple entry points for upgrade.
Designed comprehensive checkout flows, along with both upgrade and downgrade experiences.
Impact
The new design increased revenue by 200% without any marketing campaigns (social media, email, etc.). 40% of users who started a trial converted to paying customers.
/pricing
Upgrade flow
Upsell moments
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