Role: Senior UX Researcher - Multi-method Research, stakeholder management, product strategy, user testing
Team: UX researcher, Consumer Insights Lead, Growth and Product leads, ELT
Timeline: November 2023 – February 2024
How I Framed the Problem
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:
“How do we make pricing feel like a value conversation, not a barrier?”
My Research Mindset: Start Broad, Then Go Deep
The Research goals and objectives where to…
Understand how users interpret the subscription plans and associated terminology
Evaluate pricing comprehension, perceived fairness, and perceived value
Identify preferred features and usability gaps across user types
Segment users based on preferences for subscription vs. one-time booking
I kicked off by asking:
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?
Layout & Merchandising
The way plans were presented visually influenced not just clarity — but user confidence.
“I feel like I’m missing something. It’s too much work to compare.”
Users needed structured comparisons and visual hierarchy — not because they couldn't read, but because they wanted to make informed, confident decisions.
To answer these, I structured my research in layers:
This combination allowed me to balance breadth, depth, and behavioral validation. Each method revealed a different angle — the why, the what, and the how.
Instead of just listing insights, I looked for underlying patterns — themes that helped me tell a deeper story about user trust and decision-making. I categorized the findings under three interconnected pillars:
Pricing Clarity
Fees weren’t inherently the problem — it was the lack of transparency.
“Is this a one-time thing? What am I really paying for?”
I saw an opportunity to reposition pricing as an investment in safety and trust. When explained clearly, even previously frustrating fees felt justified.
Price Elasticity
User intent varied dramatically. First-time or occasional users were risk-averse. Long-term users wanted value. But everyone appreciated flexibility.
“Let me try it first. Then I’ll commit.”
That told me we weren’t just selling access — we were asking for trust. And trust requires a lower-friction starting point.
As a result…
📈 +33% conversion from clearer layout and merchandising
📈 +9% conversion from more transparent pricing
📈 +100% conversion when pricing aligned with user willingness to pay
More than numbers — what mattered to me was hearing stakeholders say:
“I love the value you bring through your research - VP of Product”
That told me I hadn’t just influenced UI. it’s a reflection of the strategic impact my research had