BUSINESS CASE STUDY - EXPANDING PRODUCT TIERS AND PRICING
Atlassian was introducing 2 product tiers to their suite of products. The first was a ‘free’ tier with a simpler set of features for small teams, the second was a ‘premium’ tier for enterprises who value security features, SLAs and customization.
CHALLENGES OF TIERED PRICING
Pricing for Jira Software, for example, is a flat rate for up to 10 users, with progressive pricing for users above 10. As a customer expands their user base, price per user decreases at specific points. The concept was already confusing to users with just one product type. Introducing two additional product types makes this problem exponentially more complex.
PROJECT GOALS
As with all projects, I put together a 1-page document outlining the problem statement and goals.
DESIGN GOALS
The design team was faced with the challenge making a complex table of calculations simple to understand. My goal for design was to convey all of questions a user may have around pricing in a clear and straightforward way.
WHAT DO WE ALREADY KNOW?
I gathered as much knowledge from different teams working on the product launch to inform our work.
WHAT ARE OTHERS IN OUR SPACE HANDLING THIS ISSUE?
My designer and I gathered 14 different pricing pages of enterprise software companies to contrast and compare.
WHAT DON’T WE KNOW?
We kept track of open, unanswered questions.
USER INTERVIEWS
Working with a researcher, we interviewed 8 people who purchase software for their companies.
DEVS AS PART OF THE DESIGN PROCESS
I kept the developement team in the design reviews as the designer worked from sketches of idea to higher fidelity prototypes. We opted for a slider, which was more challenging from a development perspective, but was easier to use for a user.
CONNECTING THE DOTS
Throughout development, I continued to refine stories, answer questions, run daily stand ups and sprint retros.
HOW IT LAUNCHED
