Mailchimp | Growth & Activation

Painted door test: GenAI

I led the design of a painted-door experiment to gauge interest in and price sensitivity of our Generative AI features.

Overview

This painted door test was created to help us gauge customer understanding of our GenAI features as well as test willingness to pay and price sensitivity.

Responsibilities

I was responsible for:

  • Create flow charts for both audiences

  • Use our dotcom design system for prospects and in-app system for customers

  • Delegate when needed and mentor newer designers

  • Align with cross-functional partners and squads

Aligning on structure

To understand if a time-based or usage-based model would work best, I partnered with my Product Manager to explore existing trials of products like Google Gemini and Grammarly.

We landed on a time-based model to merchandise these features for the first time which helped me narrow down versions of marketing & product copy and my designs.

Mapping the experiences

After deciding on the structure of our planned trial, I created flow charts to highlight the similarities and differences between the experience for prospects and existing customers.

Testing a $5 add-on, $10 add-on, and an upgrade option meant there were multiple flows I was accounting for when creating designs.

Design system(s)

I used our dotcom (marketing) design system for the designs for prospects and our in-app design system for existing customers to ensure consistency throughout their experiences.

I delegated when necessary and mentored two newer product designers while on this project, which helped me work more efficiently and helped them uplevel their design skills.

Where it ended up

Unfortunately, I left Mailchimp before this could make it out of a trial period (I know, a trial for a trial), but I like to think that it was wildly successful!

Framer 2023

Amsterdam