Problems to Solve
Pricing and upgrades haven’t been tackled before, leaving room for improvement.
Users couldn’t find a clear breakdown of features in different packages or upgrade prices.
Users didn’t know how to upgrade.
Constraint: User testing on pricing was deemed too sensitive, hence inviable.
My Responsibilities
Brainstorming workshop to generate solutions
Defining goals with PM and EM
Risk assessment & prioritization
Creating user flows & design patterns
Defining A/B tests and fake door tests
Impacts
Validated the need for package upgrades
Established the groundwork for the package upgrade and advertising flow
Designed a unified price table for the platform and homepage
1 / 8
Brainstorming Workshop
I facilitated a workshop that brought together a 7-member engineering team and the product trio (product manager, product designer, and engineering manager). The workshop aimed to:
Align on the state-of-the-art regarding user-driven upgrades, as led by the product manager.
Analyze the strengths and impediments of the current product approach towards user-driven upgrades.
Identify opportunity gaps by reframing impediments into actionable statements (HMW questions).
Brainstorm solutions for the HMW questions and categorize them.
2 / 8
Risk Assessment
The categories of brainstormed solutions are evaluated based on svpg’s the four big risks:
- Value Risk
- Usability Risk
- Feasibility Risk
- Business Viability Risk
As a result, the following approaches have been selected to address within the scope of this project:
Contextual hints & In-context advertisement
Pricing table: Overview of features & possible upgrades
Enhance Feature Flag Structure (not design-related)
3 / 8
Goals
Lay the groundwork for product-led pricing and upgrades
Make sure demand-side customers stay engaged and upgrade to more profitable models.
4 / 8
Moodboard / Competitive Analysis
Pricing flows of competitors and similar B2B platforms were examined to identify industry best practices for pricing presentation and advertising.
5 / 8
User Flow
6 / 8
Success Metrics
The impression count of the price table.
The click-through rate of each advertisement.
7 / 8
Design Patterns
Advertising Flow Overview
Pricing Table – Platform
Pricing Table – Homepage
Contextual Advertising Banners
Advertisements in Empty States
Advertising Dialogs
8 / 8
Experiments
Experiment 1:
- We wanted to optimize the conversion rate by providing the user with sufficient information about the action they are about to take, without deterring them from clicking on actions that imply commitment or payment, such as “Upgrade Now” or “Buy Now.”
- Action: Conduct a variant test with different CTA copies and track the click-through rate:
- Book a Consultation
- Schedule a Consultation
- Upgrade Now
- Discover More
- Learn More
- Contact Us
- Get in Touch
Experiment 2:
- We were unsure whether showing the package prices would increase or decrease the conversion rate.
- Action: Conduct an A/B Test with and without prices and track the click-through rate.
8 / 8
Preliminary Results
Launched advertisements for 10+ features in Gold packages
Validated a conversion rate of 12.7% within 8 weeks, as of December 17th 2023
Next Steps
Analyze user behaviour data to understand how users interact with the new pricing elements.
Continuously refine the pricing strategy and user experience based on data insights and user feedback.
Key Takeaways
Integrating in-context advertisements and contextual hints into the user interface can enhance user awareness and engagement with premium features, driving higher conversion rates.
Since we couldn’t conduct user research initially, we had to rely on continuous experiments to analyze user behaviour and feedback, which helped ensure our solutions stay effective and relevant.
Team & Stakeholders
Carmen Pölking – Product Manager
Christoph Werner – Engineering Manager
Dominik Rowicki – Software Engineer
Remy Toma – DevOps Engineer
Sergey Falinsky – Software Engineer
Szymon Ludyga – Software Engineer
