Enhancing Subscription Upgrade to Boost Revenue and Customer Satisfaction
Enhancing Subscription Upgrade to Boost Revenue and Customer Satisfaction
SERVICE
UX Design, UI Design
User Research.
INDUSTRY
SAAS in Product Management
REALIZED
Oct 2023
Enhancing Subscription Upgrade to Boost Revenue and Customer Satisfaction
LIVE SOFTWARE
SERVICE
UX Design, UI Design
User Research.
INDUSTRY
SAAS in Product Management
REALIZED
Oct 2023
Summary
Chisel, a SaaS provider, offers a product management platform that helps teams align and execute their strategies efficiently.
Summary
Chisel, a SaaS provider, offers a product management platform that helps teams align and execute their strategies efficiently.
$
$
m
m
Raised for platform expansion
Raised for platform expansion
1000+
Customers worldwide
1000+
Customers worldwide
/5
Rated on G2
/5
Rated on G2
#
#
in Usability and Implementation for Roadmap Tools
in Usability and Implementation for Roadmap Tools
I streamlined the user journey, reduced friction, and strategically guided users to upgrade without needing a sales rep.
I streamlined the user journey, reduced friction, and strategically guided users to upgrade without needing a sales rep.
Despite the platform’s success, its upgrade process needed optimization.
Despite the platform’s success, its upgrade process needed optimization.
The Mission ?
Boost conversion rates and turn those free users into happy, paying customers within the app.
The Mission ?
Boost conversion rates and turn those free users into happy, paying customers within the app.
This is how we made it happen…
This is how we made it happen…
So, what was the problem ?
So, what was the problem ?
Many users were stuck on free plans due to a confusing upgrade process filled with vague benefits and unclear direction which ultimately hindered conversion.
Many users were stuck on free plans due to a confusing upgrade process filled with vague benefits and unclear direction which ultimately hindered conversion.
User giving up
User giving up
Frustration
Frustration
Missed conversions
Missed conversions
Missed full value
Missed full value
Limited Upgrade Access
Limited Upgrade Access
Users had no self-service upgrade option, requiring contact with a representative, slowing conversions.
Users had no self-service upgrade option, requiring contact with a representative, slowing conversions.
Poor Communication
Poor Communication
The advantages of premium plans were poorly communicated, leaving users uncertain about the benefits.
The advantages of premium plans were poorly communicated, leaving users uncertain about the benefits.
Hidden Premium Value
Hidden Premium Value
Premium features were hidden from free users, leaving them unaware of upgrade options or benefits.
Premium features were hidden from free users, leaving them unaware of upgrade options or benefits.
Hypothesis
Hypothesis
Simplifying the in-app upgrade flow and highlighting premium features, we expected higher conversion rates and a smoother user experience.
Simplifying the in-app upgrade flow and highlighting premium features, we expected higher conversion rates and a smoother user experience.
Research
Research
Research
Research
Research
Research
Research
User Research and Insights
User Research and Insights
GOAL
Understanding user needs and preferences.
Understanding user needs and preferences.
COLLABORATION
Worked closely with marketing and product teams to align strategies and ensure the upgrade process met user needs.
COLLABORATION
Worked closely with marketing and product teams to align strategies and ensure the upgrade process met user needs.
METHOD USED
Interviews, data analysis, and feedback sessions.
METHOD USED
Interviews, data analysis, and feedback sessions.
#1 Self Service Preference
Users showed a strong preference for managing their own upgrades, highlighting the need for a more intuitive, self-guided process.
Insight #1:
Self Service Preference
Users showed a strong preference for managing their own upgrades, highlighting the need for a more intuitive, self-guided process.
#2 Visibility Matters
Insight #2:
Visibility Matters
Users wanted clearer, more prominent access to premium features, making it easier to see the value in upgrading.
Users wanted clearer, more prominent access to premium features, making it easier to see the value in upgrading.
Research Methodology
Research Methodology
Team Collaboration
Team Collaboration
Our team collaborated in brainstorming sessions to align on research goals and methods, ensuring that our efforts were well-coordinated and impactful.
We held brainstorming sessions to align research goals and methods, ensuring coordinated and impactful efforts.
We held brainstorming sessions to align research goals and methods, ensuring coordinated and impactful efforts.
Leveraging Existing Research
Leveraging Existing Research
I’ve built on existing industry studies and competitive analyses to understand common challenges and trends, using this knowledge to inform our strategy.
I built on existing studies and competitive analyses to address common challenges and shape our strategy.
I built on existing studies and competitive analyses to address common challenges and shape our strategy.
Competitive Benchmarking
Competitive Benchmarking
By dissecting competitors' upgrade processes, I gained insights into industry standards, which helped me identify areas where we could stand out.
By analyzing competitors' upgrade processes, I identified industry standards and areas where we could stand out.
By analyzing competitors' upgrade processes, I identified industry standards and areas where we could stand out.
Data-Driven Insights
Data-Driven Insights
Analyzing user data and feedback revealed a clear demand for self-service upgrades and better visibility of premium features, shaping our approach to the redesign.
User data and feedback revealed a need for self-service upgrades and better visibility of premium features, guiding the redesign.
User data and feedback revealed a need for self-service upgrades and better visibility of premium features, guiding the redesign.
User stories:
As a user I want ...
... to seamlessly upgrade my subscription within the software, so I can access additional features without assistance.
... to seamlessly upgrade my subscription within the software, so I can access additional features without assistance.
... clear visibility of subscription features and pricing options across the app, so I can make informed decisions about upgrading.
... clear visibility of subscription features and pricing options across the app, so I can make informed decisions about upgrading.
... the subscription upgrade process to be intuitive and user-friendly, with clear instructions guiding me through each step.
... the subscription upgrade process to be intuitive and user-friendly, with clear instructions guiding me through each step.
... relevant notifications and reminders about available subscription upgrades, tailored to my needs, so I can stay informed.
... relevant notifications and reminders about available subscription upgrades, tailored to my needs, so I can stay informed.
User stories:
As a user I want ...
... to seamlessly upgrade my subscription within the software, so I can access to my new plan without assistance.
... clear visibility of premium features and pricing options, so I can make informed decisions about upgrading.
... the upgrade process to be intuitive and user-friendly, with clear instructions guiding me through each step.
... relevant notifications about new features and promos tailored to me, so I can stay informed without hassle.
User journey map
User journey map
Challenges
Challenges
Challenges
Challenges
Challenges
Challenges
Challenges
Navigating a landscape of challenges, our team adeptly balanced immediate demands with future growth considerations.
Navigating a landscape of challenges, our team adeptly balanced immediate demands with future growth considerations.
01
CHALLENGE #1
CHALLENGE #1
Balancing urgent design needs with long-term considerations
Balancing urgent design needs with long-term considerations
Balancing urgent design needs with long-term considerations
SOLUTION #1
SOLUTION #1
Prioritized design solutions based on immediate impact and future scalability.
Prioritized design solutions based on immediate impact and future scalability.
Prioritized design solutions based on immediate impact and future scalability.
01
02
CHALLENGE #2
CHALLENGE #2
Time constraints
Time constraints
Time constraints
SOLUTION #2
SOLUTION #2
Required rapid design and implementation to meet deadlines, created from scratch.
Required rapid design and implementation to meet deadlines, created from scratch.
Required rapid design and implementation to meet deadlines, created from scratch.
02
03
CHALLENGE #3
CHALLENGE #3
Limited resources for comprehensive design exploration.
Limited resources for comprehensive design exploration.
Limited resources for comprehensive design exploration.
SOLUTION #3
SOLUTION #3
Adopted an iterative design approach with quick iterations and internal feedback loops to maximize efficiency.
Adopted an iterative design approach with quick iterations and internal feedback loops to maximize efficiency.
Adopted an iterative design approach with quick iterations and internal feedback loops to maximize efficiency.
03
04
04
CHALLENGE #4
CHALLENGE #4
Complex Feature Set
Complex Feature Set
Complex Feature Set
SOLUTION #4
SOLUTION #4
Streamlined Design and Development Processes to Focus on Core Functionality Within Time Constraints.
Streamlined Design and Development Processes to Focus on Core Functionality Within Time Constraints.
Streamlined Design and Development Processes to Focus on Core Functionality Within Time Constraints.
Design
Design
Design
Design
Design
Design
Design
Strategic Focus
We tackled the most pressing challenges first, delivering high-impact solutions while setting aside additional features for future iterations.
SOFTWARE SOLUTIONS
NOW
Upgrade CTAs
Adding prominent "Upgrade" buttons throughout the site to encourage users to move from free to premium plans.
Comparative Pricing & Plan Overview
Table showing features, pricing, and clear upgrade options—previously unavailable.
Free Trial Offer
Hover me
Offering a free trial period to allow users to experience the software before committing.
Upgrade CTAs
Click
Comparative Pricing & Plan Overview
Free Trial Offer
Additional Resources
Confirmation & Instant Access
Visible Premium Features
Additional Resources
Providing links to additional information on the website for a detailed comparison of upgraded plans and their pricing.
Confirmation
& Instant Access
Granting immediate access to upgraded features post-purchase, along with a confirmation email detailing the new plan.
Visible Premium Features
Pre showing visuals and benefits of premium features to free users as a preview mode, enticing them to upgrade.
Educational Resources
Providing resources and tutorials to help users further explore and maximize the benefits of their upgraded plan, such as video tutorials, knowledge base articles, or webinars.
Live Chat Support
Offering live chat support for immediate assistance.
LATER
Checkout Process Redesign
Improving the usability and branding of the checkout process for a smoother, more user-friendly experience.
Personalized Offers
Offering personalized upgrade offers or discounts based on the user's usage history or behavior within the software.
Preview Premium Features
Showing premium features to free users as a preview mode, enticing them to upgrade.
Checkout Process Redesign
Personalized Offers
Preview Premium Features
SOFTWARE SOLUTIONS
NOW
Upgrade CTAs
Click
Upgrade CTAs
Click
Comparative Pricing & Plan Overview
Comparative Pricing & Plan Overview
Additional Resources
Additional Resources
Free Trial Offer
Free Trial Offer
Confirmation & Instant Access
Confirmation & Instant Access
Visible Premium Features
Visible Premium Features
LATER
Checkout Process Redesign
Checkout Process Redesign
Personalized Offers
Personalized Offers
Preview Premium Features
Preview Premium Features
Strategic Focus
We tackled the most pressing challenges first, delivering high-impact solutions while setting aside additional features for future iterations.
SOFTWARE SOLUTIONS
NOW
Upgrade CTAs
Adding prominent "Upgrade" buttons throughout the site to encourage users to move from free to premium plans.
Comparative Pricing & Plan Overview
Table showing features, pricing, and clear upgrade options—previously unavailable.
Free Trial Offer
Hover me
Offering a free trial period to allow users to experience the software before committing.
Upgrade CTAs
Click
Comparative Pricing & Plan Overview
Free Trial Offer
Additional Resources
Confirmation & Instant Access
Visible Premium Features
Additional Resources
Providing links to additional information on the website for a detailed comparison of upgraded plans and their pricing.
Confirmation
& Instant Access
Granting immediate access to upgraded features post-purchase, along with a confirmation email detailing the new plan.
Visible Premium Features
Pre showing visuals and benefits of premium features to free users as a preview mode, enticing them to upgrade.
Educational Resources
Providing resources and tutorials to help users further explore and maximize the benefits of their upgraded plan, such as video tutorials, knowledge base articles, or webinars.
Live Chat Support
Offering live chat support for immediate assistance.
LATER
Checkout Process Redesign
Improving the usability and branding of the checkout process for a smoother, more user-friendly experience.
Personalized Offers
Offering personalized upgrade offers or discounts based on the user's usage history or behavior within the software.
Preview Premium Features
Showing premium features to free users as a preview mode, enticing them to upgrade.
Checkout Process Redesign
Personalized Offers
Preview Premium Features
SOFTWARE SOLUTIONS
NOW
Upgrade CTAs
Click
Comparative Pricing & Plan Overview
Additional Resources
Free Trial Offer
Confirmation & Instant Access
Visible Premium Features
LATER
Checkout Process Redesign
Personalized Offers
Preview Premium Features
A 3 step upgrade process
Easy steps to see and upgrade your subcription.
A 3 step upgrade process
Easy steps to see and upgrade your subcription.
UI Elements
Differentiate premium/upgrade features and enhance user experience.
UI Elements
Differentiate premium/upgrade features and enhance user experience.
Visible & Locked Premium Features
Easy steps to see and upgrade your subcription.
Visible & Locked Premium Features
Easy steps to see and upgrade your subcription.
My Plan & Available Upgrades
Shows the current plan alongside other available plans and their features, encouraging upgrades.
My Plan & Available Upgrades
Shows the current plan alongside other available plans and their features, encouraging upgrades.
Post-Implementation
Post-Implementation
Post-Implementation
Post-Implementation
Post-Implementation
Post-Implementation
Post-Implementation
What Were We Missing?
What Were We Missing?
Although upgrades became self-service, we struggled to fully implement analytics for tracking user behavior.
Although upgrades became self-service, we struggled to fully implement analytics for tracking user behavior.
Although upgrades became self-service, we struggled to fully implement analytics for tracking user behavior.
What were our future goals then ?
What were our future goals then ?
Enhanced Monitoring
Implement analytics to track conversions and user behavior.
Enhanced Monitoring
Enhanced Monitoring
Implement analytics to track conversions and user behavior.
Enhanced Monitoring
User-Centric Optimization
Build trust with testimonials and clear plan comparisons.
User-Centric Optimization
Build trust with testimonials and clear plan comparisons.
Marketing Integration
Align marketing efforts with personalized offers to boost upgrades.
Marketing Integration
Align marketing efforts with personalized offers to boost upgrades.
Feedback Loop
Regularly collect user feedback to make informed improvements.
Feedback Loop
Regularly collect user feedback to make informed improvements.
Chisel Labs won multiple awards, reflecting the impact of our efforts to improve user experience and drive growth.
Chisel Labs won multiple awards, reflecting the impact of our efforts to improve user experience and drive growth.
Reflection and Lessons Learned
Reflection and Lessons Learned
1
1
1
1
Delivering Value
Showcased the value of premium and enterprise plans, building trust and driving awareness for seamless upgrades
Delivering Value
Showcased the value of premium and enterprise plans, building trust and driving awareness for seamless upgrades
Delivering Value
Showcased the value of premium and enterprise plans, building trust and driving awareness for seamless upgrades
Delivering Value
Showcased the value of premium and enterprise plans, building trust and driving awareness for seamless upgrades
Balancing Priorities
We addressed the most critical needs first, those with the highest impact on conversions, while planning for future scalability
Balancing Priorities
We addressed the most critical needs first, those with the highest impact on conversions, while planning for future scalability
Balancing Priorities
We addressed the most critical needs first, those with the highest impact on conversions, while planning for future scalability
Balancing Priorities
We addressed the most critical needs first, those with the highest impact on conversions, while planning for future scalability
Adaptability
Working within technical constraints required flexible, creative solutions that allowed us to deliver high-impact results.
Adaptability
Working within technical constraints required flexible, creative solutions that allowed us to deliver high-impact results.
Adaptability
Working within technical constraints required flexible, creative solutions that allowed us to deliver high-impact results.
Adaptability
Working within technical constraints required flexible, creative solutions that allowed us to deliver high-impact results.
Looking Forward
Next steps involve refining analytics, using user feedback to drive continuous improvements in the upgrade experience.
Looking Forward
Next steps involve refining analytics, using user feedback to drive continuous improvements in the upgrade experience.
Looking Forward
Next steps involve refining analytics, using user feedback to drive continuous improvements in the upgrade experience.
Looking Forward
Next steps involve refining analytics, using user feedback to drive continuous improvements in the upgrade experience.
"Building this solution from scratch was incredibly rewarding. Creating something impactful that gives users more control while driving real business results is why I’m passionate about what I do."
"Building this solution from scratch was incredibly rewarding. Creating something impactful that gives users more control while driving real business results is why I’m passionate about what I do."
Curious about more?
Your Goals, My Focus
The first step is always the hardest, and you’ve already nailed it. Let’s take the next one together— tell me more below.
Your Goals, My Focus
The first step is always the hardest, and you’ve already nailed it. Let’s take the next one together— tell me more below.
Your Goals, My Focus
The first step is always the hardest, and you’ve already nailed it. Let’s take the next one together— tell me more below.
