- Find the best pricing structure;
- Flesh out RR’s service value;
- Encourage potential customers to try out our products;
I was responsible for UI and UX design as well as facilitating a design sprint dedicated to redesign pricing structure.
Latest Pricing Page Version
We started from single price to 2 pricing tiers to the current single price with monthly/annual subscription.
The Earliest Pricing Page Version
The earliest pricing page was text-heavy and conversions are low. Although users mentioned that the price is clear.
A Pricing Page Design Sprint
As the sprint facilitator, I gathered co-workers from the customer service team, engineering team, product owner, and our CEO. We ideated and prototyped 2 solutions for an A/B test in Optimizely. One is a single plan with less description and the other is a two 2 pricing tiers plan. If you want to learn more about this design sprint process, check out my blog post –
The A/B test result showed the single plan below still drove a better conversion rate which was against our expectations. We thought a cheaper pricing tier would attract more potential customers, but the result shows that our target customers prefer fewer choices and more transparency.
The Third Pricing Page Iteration
After I gathered enough user behavior data from the previous iteration. I redesigned the pricing page to make it more effective and visually appealing.
The Icon Set Design
Icon & Graphics