Title goes here
Project type
Overview
Overview paragraph
MY ROLE
Product Design Lead
DURATION
Mar - Jul 2022
IMPACT
$7M in revenue
THE PROBLEM
Text
THE DESIGN CHALLENGE
THE AUDIENCE
Text
Text
The design process
To kick off the design challenge, I held an ideation session with our product manager to understand the use cases to solve for within a complex system of roles and permissions. My priority was to understand the cost breakdown per seat within each pricing tier plan and how best to represent price transparency to maximize value for our users.
How purchasing seats work
When sharing a video, owners of Vimeo accounts are able to invite more team members to collaborate. If there are no remaining seats available to assign to a new member, purchasing an additional seat is required.
Cost breakdown per role
Viewer roles = free
Contributor roles = cost per seat per tier plan
research insights
1.
When purchasing, users are risk averse and price sensitive. Transparency of cost breakdown is important.
2.
There was a lack of understanding the value of purchasing additional seats. Opportunity to improve language.
4.
Positive response towards usability of the checkout flow. Rated 4.5 out of 5 on usability.
The final polish
Value of additional seats
As an owner invites a new team member to collaborate, they have the ability to toggle permissions from a viewer → contributor with a component that displays the value of each role. With a contributor role, they are prompted to purchase an additional seat with a direct CTA.
Frictionless checkout
As a user clicks on ‘purchase seats’, the modal displays a cost breakdown without redirecting the user to another page. The user is able to read through the terms and has a direct CTA to both actions: purchasing an additional seat and inviting a team member. To minimize error, a user has a few seconds to cancel the purchase if required.
Back to current workflow
The user is immediately directed back to their current workflow. Once the purchase is successful, a confirmation banner is displayed on the initial share modal. And the user is free to proceed with their job to be done.
Quality assurance
The final step was conducting quality assurance sessions to ensure all designs were aligned with the product live in production.
METRICS OF SUCCESS
On July 1st 2022, the new pricing & packaging strategy launched live to 100% of prospective customers in Australia, New Zealand, and the United Kingdom.
This project impacted 65% of revenue growth and forecasted $7m in revenue across all routes to market.
Lessons learned
Questions drive better solutions
A successful UX solution places content at the center
Design for error: design solutions for when things go wrong
Always advocate for low friction as it helps users get their job done faster