Subscription Add-on Features
Objective
At Moz we wanted to build an experience in the subscription management that allows customers to increase/decrease various limits within their subscription or add additional product features to their plan. We were also going to take this opportunity to streamline the users ability to upgrade/downgrade their subscription tier without calling customer service.
Moz's customer segments value different things and are willing to pay more / less for SEO solutions based on those values and as their businesses grow.
The A La Carte projects aim to break up/unbundle our existing pricing format across value-drivers ("components") in order to build more flexible capabilities which allow for customer-segment focused, value-based packaging and pricing options which meet their needs and allow customers to grow with Moz as they grow themselves by adding more of what they need as they need it.
Success metrics
Increase Moz Pro Average Revenue Per User (ARPU)
Increase New incremental revenue by ~1% from existing customers.
Migrate existing customers onto A La Carte packages which match their current feature and limits access.
Enterprise Customers:
Puts limits in place for legacy custom SKUs based on the reality of Contract agreement
Allows for easier add-ons as customers need more limits or want to add features, etc.
Self-Serve Customers:
When an existing Moz Pro customer selects to add a component or units of a component, it should automatically migrate the customer to an A La Carte plan type
Assumptions
Sign-up for Moz Pro on their own (without the help of a Salesperson)
Independent ability to upgrade or downgrade their plan level
Uses a personal or corporate credit card to manage their account
Monthly or annual billing cycles
Ability to cancel at any time via the subscription management page
Limitations
This project needed to be release in about 3 weeks
There was only one UX resource allocated for this work
Not all areas of the tool were going to be able to add limits to their base options
Core Customer Segments
Through research and one-on-one interviews, we found that the goals, challenges, and frustrations of some of our customer segments were very similar—so similar that it does not make sense to create separate personas for each of them. So, we grouped some of segments to come up with our final 6 core customer segments.
Omnichannel Giant
Est. Lifetime Value per Customer: $46k
Giant enterprise brand with hundreds of business locations and billions in revenue.
Small Enterprise
Est. Lifetime Value per Customer: $9k
Small enterprise brand with 100-200 locations and millions of dollars in revenue.
Medium Agency
Est. Lifetime Value per Customer: $4k
Mid-market or growth sized digital agency that does not offer location management.
Growth Digital Agency
Est. Lifetime Value per Customer: $18k
Growth or mid-market sized digital agency that offers seo and location management. We want to grow with them.
Large E-Business
Est. Lifetime Value per Customer: $4k
Large company that operates online. They have the potential to be big spenders but, are not currently.
Small Agency + Local Tracking
Est. Lifetime Value per Customer: $3+k
Small agency or consultant that offers seo and location management services. They are small but, we can help them grow!
Process
After establishing the customer segments that this project was going to be serving as well as their needs and pain-points it became apparent that customizations was critical for them to feel like they were getting the best value out of the product. Working with Engineers, Product Managers and Product Marketers we had a whiteboard session that worked through some of the requirements and technical limitations to make this project successful.
Before any designing was began, it was imperative that both sales and enterprise account managers were engaged in this process. It was becoming clear that customers were much happier to pay more for their subscriptions as long as they were only paying for what they wanted to use more of.
“I need to add on extra keywords for my clients sometimes, and I can’t justify upgrading to a whole new account level. I just want to get what I need”
Design
As we got to the design stage, this UI components were largely pre-defined in our established pattern library but the real value here was creating a new interaction layer that allowed the user to dynamically change their account feature limits with a sliding toggle. This was a new interaction pattern for our product, and it brought customer delight because they physically were able to control the size of their account.
outcome
As this functionality remains in the tool we are seeing over 122%MoM growth in our user-base using this capability. And the MRR has increased 300% MoM on the tools that can support add-ons.
After the designs had gone live and users had the change to use the new add-on functionality, I added a sentiment poll in the product to track if this landed well. And after 30 days of gathering results and over 180 responses the feed back was 72% positive!
User Senitment Poll
