Redesigning pricing for an editing consulting company.

Client

Dux Consulting LLC

The Challenge

Dux Consulting LLC is an editing consulting service where Stanford alums help students and companies alike with their editorial needs.

My role was to redesign their pricing page for users to quickly understand what plan to choose and to increase conversion rates.

(Wanna see it live or get some edits? Check it out here!)

User Interviews

After conducting 15 user interviews, I could identify four main pain points:

• There was not enough visual distinction between the Lite and Heavy plans, so users did not feel compelled to choose the pricier option.

• The Pro Plan looked scarce, and with its current design, looked like it provided less services than cheaper plans.

• There was no indication that Regular and Rush options are available.

• Users did not know exactly how much the service would cost until checkout, unless they calculated it on their own.
  

  These pain points could be summarized into two major themes: lack of visual hierarchy and an issue of transparency.

With these concerns in mind, I began user journey mapping:

The Solution

Researching common pricing page designs through Dribbble and competitors’ websites, I found there to be three distinct styles users commonly see on websites.

I chose to make iterations using the table layout, as it appeared to be the clearest way to resolve the main issues of visual hierarchy and transparency.

Usability Test

I completed a rapid usability test with five potential users to understand what does and doesn’t work with the initial iteration. Here’s what I found:

• Users found it easier to compare different price plans, but they wanted clearer instructions for choosing Regular v. Rush services

• Pricing felt more transparent, but users needed a way to estimate and compare costs for each plan directly on the site.

  I needed to make it easier for users to know exactly how much they are paying, and clarify what specific service (Regular v. Rush) they are choosing.

Responding to user feedback, I added Regular v. Rush buttons and header copy so clients can easily navigate pricing plan based on their deadlines and needs. Users also wanted a way to estimate how much it would be to get edits. We made a calculator to make their lives easier.

The Results

• An 10% conversion rate increase for users purchasing editing packages

• Drop-off rates decreased substantially, from 62% to 39%.

• 24% increase in Pro plan sales after redesign

• 100% of testing users said they would be more likely to pay for Dux’s editing services :)

Learnings

• Collaborating with multiple departments

  Though I could immediately jump to designing, understanding business incentives, engineer limitations, and marketing goals were essential to the success of this project.

• Data product design thinking process

  Behind every visual, interactive, and UI/UX iteration was prioritizing numbers and data analytics. I learned how to apply data to product design, and push for changes that would improve business outcomes in the short and long term.

• Learn from your users — constantly.

  Through user interviews and usability tests this project was heavily dependent on knowing what users need to trust the company and to purchase products from their site. Growing and iterating with user needs was necessary in order for the redesign process to become a productive and successful product.