Pricing model update

Background

The business needed to change the product pricing modal, moving from usage based plans that contained all the features to a flexible modal combining more usage options, feature options and introducing annual plans.

Release data: March/June 2023

Users
Potential users, new users and legacy-plan users.

My Role

Planning the design process and writing the PRD - steps, requirements and timelines with the CPO, PM, CEO and Marketing.
Design research - metodology of paywall implementation, pricing behavioral and psycological impact.
Hands-on design - app, website and app store.
Delivering design to the development team - multi-stage hand-off and feature map
QA
Post-launch analysis

Before & after - home page

⚡️ Challanges

Scope: The change touched almost every screen in the app
Risk: Pricing changes create an emotional effect and negative user sentimen
Risk: Friction in UX and Communication in key moments (like hitting overage or upgrading) can lead to churn.

🍳 Process

Pricing is a sensitive change. My main goals were to avoid turmoil among our current users and get buy-in from our key stakeholders, mainly the CEO. The process had to be transparent and collaborative. I created the project timeline in Figma and in Asana to reflect the tasks and stakeholders buy-in points and created a communicative environment to get eveyone on board for each step of the way.

Key findings

🔭 Scope

This project had a widespread impact across every screen within the platform and required a unified release. I lead the coordinating efforts across developers, customer success, marketing, and product.

Effected areas:

Signup flow
Downgrade and upgrade flows (plan type, usage, annual/monthly)
Overage states
Update usage count in the global nav (trial and paid plans)

Paywall features:

Test draft (Visitor and audience segmentation, Lift Assist™
Test reporting (Visitors and audiences, subscription reporting)
Lift Assist™ and brand styles
Help Center (Conversion consults, managed accounts)

Billing:

New billing page
Usage counter (Side navigation)
Support for legacy plans

The screenshot below it the interactive figma map I created for the dev team, since the project was so large and detail oriented. It included links to all the design sections/frames and the Jira tickets. We had it color coded as well.