Mailchimp | Growth & Activation

Pricing Page Redesign

I led the redesign of mailchimp.com/pricing which led to a 21% increase in free trial start rate and 13% increase in paid conversions.

Overview

Before our redesign, the pricing page had a high cognitive load and decision fatigue due to the amount of information.

We addressed this by positioning the Standard plan as the default entry point to become a customer and simplifying the layout while keeping main actions, such as plan comparison, accessible.

Responsibilities

We started with a highly simplified MVP before landing on this winning variant. I was responsible for:

Contribute to the iterative roadmap
Executing the designs you see on this page
Create product and marketing copy variants
Create test plans and run user tests
Presenting to leadership for alignment

MVP

The simplified MVP was an a-spot replacement designed and shipped in one sprint—allowing us to learn quickly while I refined our ideal state.

Ideal state

I created three varying designs to compare in a user test. I designed each component to be reusable and to add to our design system. One finding against our control was that the variants were easier to scan & understand.

The third variant won out amongst participants, and, after aligning with cross-functional partners and stakeholders, is what we ended up developing for an in-market test against our control.

Bonus: For the a-spot value props, I designed almost 20 visual variations of a bulleted list to test against each other for clarity before landing on our solution.

Winning variant

Despite having minimal traffic on tablet and web, we wanted to ensure that the experience of signing up for Mailchimp was great no matter what device you're using, so I created responsive designs accordingly.

After working with my eng team to QA the build and a few weeks of watching performance, my winning design resulted in a 21% increase in free trial start rates and a 13% increase in paid conversions.

Framer 2023

Amsterdam