Restructured pricing experience to improve adoption, conversion, and long-term retention.
Array
B2C | Fintech | growth
My Role & Responsibilities
In my role as a Senior Product Designer, I drove end-to-end design of pricing and packaging, leading research and prototyping while collaborating cross-functionally to align product strategy, marketing, and implementation.
Project Details
Timeline: 9 months
Team: Collaborated with:
1 Product Manager
3 Engineers (Frontend and Backend)
1 Designer
Impact
Increased retention: +10% (Basic), +9.84% (Premium)
V12 pricing outperformed prior versions (V10, V11) across all key metrics
Improved month-over-month retention stability post-launch
The Problem
Pricing felt too high for the value that was offered, leading to low conversion and dropping retention.
In 2024 Array hit a rough spot, fewer users were signing up, more were leaving, and overall dissatisfaction grew because the pricing didn’t feel worth it.
How might we increase conversion without lowering perceived value?
Research:
A large pricing gap made the jump from Basic to Premium feel unjustified
Array offered three plans: Basic, Premium, and Bundle. But most of the meaningful features were locked behind higher tiers.
Basic only covered limited functionality, while Premium included the full experience, creating a gap where users didn’t feel the upgrade was worth the price.
Original entry screen
Onboarding screen created confusion and gave mixed signals
On signing up, users were greeted with a “Contact Sales” banner and multiple competing calls to action. For first-time users, this distracted from exploring the product and created friction before they could experience its value.
Hypothesis
The original idea was that users would start on Basic and move to Premium or Bundle through buttons on the homepage or main navigation. In reality, these options weren’t obvious, so users often missed the chance to explore higher-tier plans.
Research insights
The start and completion rate for product tours was low
The numbers that you see here are just start rates , so people just didnt use them at all.
Only 30.7% trial users changed subscription plan
Key functionality such as Fraud & Theft monitoring remained undiscovered for almost 70% of trial users.
Chapter 1: Pricing and Packaging
Experiments & solutions
Chapter 1: Pricing and Packaging
I brainstormed quickly and kept it scrappy with PMs and engineers, in spreadsheets. Mainly because thats where you could quickly move features and decide what features to try on that specific plan and you try to do some projections on how that would reflect in your pricing and packaging .
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Experiments & solutions
Chapter 2: Onboarding
My main goal here was: Turn the Array “Home” page from a static info-view into an action-oriented onboarding dashboard that guides users toward completing key setup and tasks and also discovering high-value features.
Results
Impact and outcomes from testing
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Chapter 1: Pricing and Packaging
Future enhancements
For next steps, I explored the idea of a more personalized product tour. During sign-up, users would answer a few quick questions about their top needs, allowing the onboarding experience to adapt and highlight the features most relevant to them.
Chapter 1: Pricing and Packaging
