Unlocking Conversion through Conjoint

Pricing as a value conversation, not a barrier.

When our team introduced new subscription plans, we needed to ensure the experience felt clear, trustworthy, and worth committing to. I knew this wasn't just about whether users understood the plans, but how they evaluated trade-offs, interpreted pricing signals, and decided what was "worth it."

To me, the real challenge was this:

Start broad,
then go deep.

I set four research goals up front:

• Understand how users interpret the subscription plans and terminology.
• Evaluate pricing comprehension, perceived fairness, and perceived value.
• Identify preferred features and usability gaps across user types.
• Segment users by preference for subscription vs. one-time booking.

Then I narrowed the lens with three diagnostic questions:

• What's confusing or unclear to users?
• What pricing structure supports trust and low-risk entry?
• Where might we be inadvertently nudging users away from conversion?

Three pillars of trust.

Instead of just listing insights, I looked for the patterns underneath. The findings clustered into three interconnected pillars, each one a different lever on the same underlying question of trust.