⏺ Research
Forming a hypothesis
1. Understand quantitative data
The pricing page itself has been improved to help users understand what's included in each plan. However, only 9% of the monthly 80k traffic goes to the pricing page which is the only place that explains what's offered in each pricing plan.
2. Competitive analysis
25% of the 90 competitor websites audited display pricing modules on pages other than the pricing page. I compiled the research into a presentation deck and shared with 30+ stakeholders in a meeting to advocate for the hypothesis.
⏺ Initial design POV
Feature page. Tailor the module to those with interest in specific features
Many users explore specific features on dedicated pages. However, the current feature page doesn't show which plans include those features.
Home page. Simplify the module while maintain its intrigue
The module's information needs to be simplified for the home page where other messages also need to be conveyed.
⏺ Key feature page module
HMW tailor the module to those with interest in specific features
We could even track user activity (if feasible) and dynamically suggest pricing plans that include the features a user has viewed.
⏺ Plot twist
Consistency over customization under time constraint
Design: New and effective patterns
The team championed the design solutions due to their effectiveness and novel approach. However, we decided not to implement the customized modules for this quarter due to the following reasons:
Data Science: Hard to validate the outcome
Due to the relatively low number of visits on the key feature pages, it would take a considerable amount of time to obtain results from A/B testing.
Engineering: Tight timeline
With a dozen key feature pages, the design necessitates unique content for each, posing challenges for maintenance if future changes occur. And we faced a very tight timeline.
⏺ New goal - Universal module
How might we condense the information while maintaining its intrigue for a universal module?
The module's information needs to be simplified for universal use across all touch points while clearly explaining pricing structures to the audience. In addition, the module should also spark interest, encouraging visitors to explore further and ultimately sign up.
⏺ Testing Round 1
Option A wins(with feature lists)
Deciding what information to include in the home page pricing module was a challenge. To address this, we generated a list of questions based on the goals we wanted to achieve. Our researcher helped conduct 8 unmoderated tests. In the testing, we found that differentiation is more intriguing than lack of information even for earlier business stage participants who are not as familiar with marketing terminology/products.
⏺ Iteration
Further clarify and differentiate the plans under constraint
Constraint: We needed to ship fast before the holiday season. The last iteration incorporated the engineering team's input in removing the interactive elements due to a tight timeframe. However, assessing whether it would suffice, testing with 8 participants revealed that it was confusing.
The pricing calculator
⏺ Testing round 2
The improvements were validated, green lighting A/B testing
We conducted another round of testing with 8 participants, comparing the new designs to the old ones. The inclusion of cross marks and tooltips resulted in reduced confusion regarding the features offered and the distinctions between each plan. With the improvements validated, constraints were lifted, and A/B testing was given the green light.
⏺ Where I lent a hand
Visual revamp & responsive design
The site was undergoing a visual overhaul to target more established companies - "More mature looking and get rid of the Kale color". I explored the visual style of the pricing modules by collaborating with Mailchimp's in-house brand team. I also revamped 20+ pages across desktop, tablet and mobile devices.
⏺ Outcome
Successfully passed A/B testing and deployed to all users
This marks the first instance of introducing pricing plans on both the home page and key feature pages. The 30-day A/B testing showed positive results. The new pricing module creates a successful marketing funnel to sign-ups.
↗ 14%
Est. Revenue/user
(14M users)
⏺ Takeaway
Gain a holistic view to advocate for best UX under constraints
Engaging in effective communication with cross-functional partners enabled me to grasp the diverse goals of various teams within a highly interdependent project. It was also crucial to determine when to compromise and when to advocate for user needs.
Presenting my work to everybody at Mailchimp in the end 💛
