Price Plan Change

Challenges:
Create a new UI design for the new basic and standard price plan offers. Show a clear comparison between the new price plan offers.  Increase the sign-up conversion rate while the 14 day free trial was reduced to 7 days.

Role:
UI/UX Designer and Visual Designer

Research Insights:
User testing showed us that users prefer a quick and simple on-boarding journey with a clear information about the price plan options with a risk free trial period.

Solution:
Reduce the fear of commitment – Display the “7 DAY FREE TRIAL” multiple times in the journey. Clearly show the first payment due date and the amount on the payment form.

 We’ve switched the steps showing the price plan first then followed by the account details and the payment form.

Keep it simple – Breakdown and separate the steps 1 to 3 as an account creation journey and steps 4 and 5 as a welcome journey.

Use common terms to describe the different features for comparison on the price plan table. 

Results:
Displaying the “7 DAY FREE TRIAL” multiple times on the journey showed an increase in findability of this risk free offer. 

Users were able to compare all the price plan offers before committing to a plan and providing additional account information.

Users had the positive experience of completing only 3 simple steps to create an account. The welcome journey (steps 4 and 5) did not feel like an additional task for them to complete.