Pricing Page
Wistia — 2023
Problem
The existing pricing page had three major issues: lack of plan distinction, unclear messaging around product value, and customers perceiving Wistia as too expensive compared to competitors based on number of users.
Goals
• Tell that E2E story, show that we have more than just hosting features
• Clarify who we think should be on what plan
• Clarify the value of each feature to show clearly within the feature grid
Team
1 PM, 2 Engineers, 1 Product Designer (me)
Timeline
4 months
My Role
• Led end-to-end design
• Created wireframes and developer-ready design specs and QA
• Ran user testing, interviews, and synthesized insights (with PM)
Research
Using Wynter, we quickly got our existing page in front of our exact target users and asked them questions about how they were feeling about the pricing page. The feedback revealed that the feature comparison grid felt like a "feature dump" and didn't fully articulate the value of each item, with users noting there was "a lot scrolling to see the feature list." Users also expressed preference for language that says "ideal for small teams" or "perfect for agencies."
Redesigned pricing page with clear value propositions
Improved feature comparison and plan selection
Interactive pricing calculator for enterprise customers
