The Strategy Shift
Manual upgrade process relying on Sales and CS. Users were unaware of premium features that could solve their pain points.
Product-Led Growth approach, ensuring customers could discover and act on upgrade triggers directly in their workflow in the product.
Cross-Functional Alignment
I facilitated a “Product Trio” workshop (PM, Design, EM) and a 7-member engineering squad to bridge the gap between business needs and technical feasibility.
- We reframed the impediments into opportunities through “How Might We” statements
- We assessed risks via SVPH framework (Value, Usability, Feasibility, Viability) to prioritise high-impact, low-risk solutions.
Design Strategy: Enabling Experimentation
Instead of designing a single solution, I designed a system of growth patterns that allowed the team to run quick experiments without constant engineering overhead.
Overall modular flow based on the common purchase decision journeys [1][2][3]
How that transformed into a UI flow
Utilise empty states to showcase premium workflows
Replace locked premium functions with teasers and upgrade prompts
Soft discovery for awareness-stage users
Unified Pricing Table
The Experiments
I prioritized a test-and-learn culture with the following experiments:
- CTA Copy Experiments: Variant test with different CTA copies
- Price Transparency Test: A/B Test with and without prices
Success Metrics
Impression count of the price table
Click rate of each trigger
Click-through rate of each advertisement
Experiment Results
12.7%
recorded interest to upgrade conversion rate within 10 weeks
Detailed Result Analysis
Conversion per Company
Launched advertisements for 10+ features in Gold packages and validated a conversion rate (by unique company) of 12.7% within 10 weeks, as of December 17th 2023
Conversion per User
Interesting gap between click rates and click-through rates (unique users) indicates that users are interested but encounter obstacles in completing the desired action
Conversion per Area
Engagement volume is highest in high-traffic areas like Project, reflecting strong adoption and visibility in these major user flows.
Conversion per Ad Format
Engagement is highest when ads are shown in place of disabled functions, followed by empty state ads, indicating that users are more likely to interact with ads directly tied to their intent to use the function.
Conversion per Feature
The high user interest and engagement observed for Custom Signature, Cost Analysis and Estimation, and Certificate features suggest a high market fit and perceived value for these offerings.
Business Impacts
Feature Validation
Identified primary drivers of expansion revenue
Behavioral Insight
Identified most effective ad format
Viability Proven
Validated the viability of the product-led growth approach
Reusable Growth Framework
Designed an ad guideline reusable by any product squad
Experimentation Baseline
Created a baseline for design and product experimentation
