Design
Site Plan Checkout Flow
New UX for Account Tiers
The new checkout flow facilitates the introduction of the new pricing and packaging. It aims to streamline the experience, provide clear messaging, and drive adoption and revenue growth.
In 2021, Pantheon introduced a new pricing and packaging structure, implementing changes driven by several key factors.
Through multiple rounds of design iteration and testing with diverse customers including Web Development Agencies, Online Publishers, and Enterprises like HomeDepot, I embraced the power of quick feedback loops, enabling me to fine-tune the solution and gain confidence in its effectiveness. Additionally, collaborating with engineers and business stakeholders provided valuable insights and feedback, further solidifying my design.
Participants expressed the perception that the Account Tier is either a substitute for Site Hosting Plans or that they can be used interchangeably.
“I don’t know if this silver plan means free when I launch a site.”
“An Account Tier is for multiple sites.”
“I would think Gold and Performance are similar.”
Participants understand what an Account Tier is.
“Level of additional services that are coupled with hosting.”
“It’s a software bundle”
Participants expressed confusion regarding the connection between an Account Tier and a Workspace.
3 participants out of 9 thought that a workspace is only for a single site, not for their entire organization. All participants agreed that the definition of a workspace needs to be clarified in the workspace formation process.
Participants struggled to grasp Pantheon's pricing and billing structure until they accessed the Billing Center in the dashboard.
They recommended making a clearer distinction between account-level and site-level entitlements.
Based on the user testing sessions, I have gathered thorough insights and valuable feedback that has helped shape the user experience of our project.
These findings guided our efforts to enhance content design, interface design, and upsell strategy, address user concerns regarding messaging and visibility, and optimize the overall usability.
In 2021, Pantheon introduced a new pricing and packaging structure, implementing changes driven by several key factors.
In the summer of 2022, I departed from Pantheon. However, it wasn't until the summer of 2023 that the Checkout Flow and its related projects (Upsell, Support, etc) were finally released to the customers.
The delay and hesitation were primarily due to concerns from business stakeholders who feared that the transition would have a negative impact on the existing site hosting business.
The heart of the matter is the lack of a clear product-led growth and monetization strategy.
This has resulted in a half-hearted commitment from stakeholders when it comes to making necessary changes and engaging in cross-functional collaboration.
The absence of a company-wide strategy and oversight, coupled with the departure of the Director of Monetization, has impeded the promotion of Account Tiers, resulting in inadequate packaging of high-value features and tools within them. This has raised doubts about whether Pantheon's primary focus is on selling individual features or the bundled Account Tiers.
These circumstances underline the internal disconnection between the Product Team, Product Marketing Team, and Marketing Team.
Working with a Monetization Team on a holistic Early Access Program can certainly contribute to the development of a Product-Led Growth strategy. The a proactive cross-functional collaboration can bring valuable insights and expertise to the table, helping to align product development and pricing strategies with the company's growth objectives.
Through collaboration and feedback from the EAP participants, the company can gather valuable data and insights to refine its product offerings and optimize its strategy, ultimately driving customer acquisition, retention, and expansion.
