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2022 | Case Study
Optimising the pricing page
Increasing the trial sign up flow and creating plan awareness

In brief

Role: Product Designer
Working closely with engineers, PMs, researchers, designers
Worked on the concepts, wireframes, UI/UX
Company: Trint
March - May 2022
Problem statement
Users landing on the pricing page don’t understand what they are paying for. This is a problem as this means they’re often missing the value and therefore not starting a trial. This causes our team to feel lost as there is a lack of clarity when it comes to making improvements.
Challenges

- We uncovered through research that users find the pricing page overwhelming and struggle to make a decision easily

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- Therefore, users currently don’t understand which plan is most suitable for their needs

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- Tracking isn’t currently set up on the pricing page which is preventing us from learning from our users

Hypothesis
Optimising the presentations of our plans will increase conversion; We will know that this is true when we have statistically significant more users in the variation vs control.

"Well, it's really clear who should pick this one, and that price is going to be really easy to understand." - Cheryl G.

Solution

- Ascending pricing order

- Single inverted pricing card

- Designing a responsive table for higher scannability

User research
I helped design the research plan and study, moderated the user interviews and worked with a researcher on the analysis of the sessions The goal was to uncover users’ preferences and the motivations behind this.
Learnings

✅ Users are generally project-based rather than use the product daily
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❌ Users were confused at some of the features and selected wording
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❌ Users found that the new plans were more restrictive than the previous ones

How might we increase conversion rates?
Sketches
Concepts and ideas around comparison tables and layout styles
No items found.
First designs
After looking at competitors and best practices, these designs enabled us to understand the page's structure.
No items found.
Current data shows how users don't scroll above the fold, this caused me to reduce content and page height while maintaining a narrative
This table uses zebra stripping, categories for each feature, angled labels and CTAs at the end of each section
Iterations
These iterations were designed after user research sessions and a series of design reviews.
No items found.
This iteration focuses on the most popular card and reduces the page's content to a bare minimum
Responsive table designed to be scalable throughout the product, unchecked boxes are replaced with empty states to reduce cognitive load and different CTAs depending on how far down a user has scrolled

Results and
next steps

I was able to show the value of condensing content by guiding users directly to their goals. I was also able to make the page more visually appealing thus influencing future UI components that would be reused in different areas of the product.

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All work on this site © Annie Ying Dutremble 2022