Business problem : SafetyCulture introduced a new seat type (A new lite seat) and needed to update all the billing and plan pages. However, we were also losing 77% of users on the existing plan comparison page, and then another 50% of users failed to enter all their details and start the trial for a premium plan.
My role: Introduce the new lite seats, redesign and optimise the plan comparison and trial checkout pages.
Identified UX and copywriting issues contributing to poor conversion and user drop off. These included poor hierarchy, CTA buttons below the first fold, too much copy, too much emphasis on the free plan instead of premium plan, and confusing messaging.
My role: Introduce the new lite seats, redesign and optimise the plan comparison and trial checkout pages.
Identified UX and copywriting issues contributing to poor conversion and user drop off. These included poor hierarchy, CTA buttons below the first fold, too much copy, too much emphasis on the free plan instead of premium plan, and confusing messaging.
Old plan page and trial checkout
New design for the plan page
The new design for the plan page has less visual clutter, more streamlined benefits, social proof, and the focus remains on the premium plan rather than the free plan.
New design for the checkout page
The new design for the checkout page has collapsed the form so its shorter, all fields and the CTA button are above the first fold where the user cannot miss them, unnecessary fields that contributed to friction have been removed, and improvements to the pricing copy emphasising the premium trial is free.
Upgrade plan page exploration
Below is the different UI exploration of the upgrade plan page. We explored different options of layout, text hierarchy, number of 'benefits' and social proof.
Checkout page exploration
Below is the different UI exploration of the checkout page. We prioritised trying different UX copy for the checkout, pricing and trial information. I also tried multiple ways to ensure the checkout button and pricing was above the first fold, as in the previous design it was hidden.
