Membership Plans for Firstleaf
Firstleaf faced limitations with its fixed member pricing structure, hindering their ability to easily adjust prices or source higher-priced wines to meet consumer demand. To address this challenge, we introduced membership plans at three different price points.
Membership Plans for Firstleaf
Firstleaf faced limitations with its fixed member pricing structure, hindering their ability to easily adjust prices or source higher-priced wines to meet consumer demand. To address this challenge, we introduced membership plans at three different price points.
Membership Plans for Firstleaf
Firstleaf faced limitations with its fixed member pricing structure, hindering their ability to easily adjust prices or source higher-priced wines to meet consumer demand. To address this challenge, we introduced membership plans at three different price points.
Company
Firstleaf
Role
Product Designer
Year
2023
Context and background
Firstleaf is an e-commerce wine company that specializes in selecting and delivering personalized wine boxes to customers. We have a subscription-based business model. Because of this, we should introduce new features mindfully to acquire new members and also keep the current subscribers happy.
Context and background
Firstleaf is an e-commerce wine company that specializes in selecting and delivering personalized wine boxes to customers. We have a subscription-based business model. Because of this, we should introduce new features mindfully to acquire new members and also keep the current subscribers happy.
Context and background
Firstleaf is an e-commerce wine company that specializes in selecting and delivering personalized wine boxes to customers. We have a subscription-based business model. Because of this, we should introduce new features mindfully to acquire new members and also keep the current subscribers happy.
The challenge
Our pricing model was limiting revenue + affecting user trust
Firstleaf had a fixed pricing structure for its members. Members enjoyed a flat discount, allowing them to purchase any wine from our store for $14. This was a great deal, and all customers were happy.
However, due to our promise of "any wine for $14," we were facing the following limitations from the business side:
Prices of wine could not be adjusted/increased, limiting our revenue.
Users were not able to distinguish the quality of wines and saw all of our wines as "cheap."
We failed to cater to users who were seeking higher-priced wines.
The challenge
Our pricing model was limiting revenue + affecting user trust
Firstleaf had a fixed pricing structure for its members. Members enjoyed a flat discount, allowing them to purchase any wine from our store for $14. This was a great deal, and all customers were happy.
However, due to our promise of "any wine for $14," we were facing the following limitations from the business side:
Prices of wine could not be adjusted/increased, limiting our revenue.
Users were not able to distinguish the quality of wines and saw all of our wines as "cheap."
We failed to cater to users who were seeking higher-priced wines.
The challenge
Our pricing model was limiting revenue + affecting user trust
Firstleaf had a fixed pricing structure for its members. Members enjoyed a flat discount, allowing them to purchase any wine from our store for $14. This was a great deal, and all customers were happy.
However, due to our promise of "any wine for $14," we were facing the following limitations from the business side:
Prices of wine could not be adjusted/increased, limiting our revenue.
Users were not able to distinguish the quality of wines and saw all of our wines as "cheap."
We failed to cater to users who were seeking higher-priced wines.
Research and discovery
Customers believed that price reflects quality
In order to understand our customers better, we conducted an online survey with 304 participants. We found that customers directly associated the price of the wine with its quality. Their typical spending on a bottle of wine was more than our offering of $14. As a result, they perceived our wines as "cheap." From this, we can infer that there is an assumed association of higher-priced wines with "better" quality wines.
Customers reacted positively to a tiered-pricing model
95% of the customers had at least one subscription service with a variable pricing model. Therefore, the concept that we wanted to introduce was not new to them. Sixty-two percent of current and past Firstleaf members reacted positively to the idea of a tiered membership. We also tested with non-members, and 50% of them reacted positively as well.
Gathering customer expectations around cost
We had our initial ideas about cost figured out, but we wanted to ask our customers about their expectations for a better possibility of success. We were able to gather their ideas and expectations regarding prices, such as average bottle value, price of different tiers, and so on.
Research and discovery
Customers believed that price reflects quality
In order to understand our customers better, we conducted an online survey with 304 participants. We found that customers directly associated the price of the wine with its quality. Their typical spending on a bottle of wine was more than our offering of $14. As a result, they perceived our wines as "cheap." From this, we can infer that there is an assumed association of higher-priced wines with "better" quality wines.
Customers reacted positively to a tiered-pricing model
95% of the customers had at least one subscription service with a variable pricing model. Therefore, the concept that we wanted to introduce was not new to them. Sixty-two percent of current and past Firstleaf members reacted positively to the idea of a tiered membership. We also tested with non-members, and 50% of them reacted positively as well.
Gathering customer expectations around cost
We had our initial ideas about cost figured out, but we wanted to ask our customers about their expectations for a better possibility of success. We were able to gather their ideas and expectations regarding prices, such as average bottle value, price of different tiers, and so on.
Research and discovery
Customers believed that price reflects quality
In order to understand our customers better, we conducted an online survey with 304 participants. We found that customers directly associated the price of the wine with its quality. Their typical spending on a bottle of wine was more than our offering of $14. As a result, they perceived our wines as "cheap." From this, we can infer that there is an assumed association of higher-priced wines with "better" quality wines.
Customers reacted positively to a tiered-pricing model
95% of the customers had at least one subscription service with a variable pricing model. Therefore, the concept that we wanted to introduce was not new to them. Sixty-two percent of current and past Firstleaf members reacted positively to the idea of a tiered membership. We also tested with non-members, and 50% of them reacted positively as well.
Gathering customer expectations around cost
We had our initial ideas about cost figured out, but we wanted to ask our customers about their expectations for a better possibility of success. We were able to gather their ideas and expectations regarding prices, such as average bottle value, price of different tiers, and so on.
Taking a look at industry standards
Pricing tiers are not new. Many major players in e-commerce use this pricing model, so I wanted to take a look at their designs and gain some inspiration and pointers. A few things that I noticed were:
Pricing plans usually had 3 - 4 tiers.
Out of these tiers, 1 - 2 tiers were visually highlighted
The text used was very simple, often just one line.
Taking a look at industry standards
Pricing tiers are not new. Many major players in e-commerce use this pricing model, so I wanted to take a look at their designs and gain some inspiration and pointers. A few things that I noticed were:
Pricing plans usually had 3 - 4 tiers.
Out of these tiers, 1 - 2 tiers were visually highlighted
The text used was very simple, often just one line.
Taking a look at industry standards
Pricing tiers are not new. Many major players in e-commerce use this pricing model, so I wanted to take a look at their designs and gain some inspiration and pointers. A few things that I noticed were:
Pricing plans usually had 3 - 4 tiers.
Out of these tiers, 1 - 2 tiers were visually highlighted
The text used was very simple, often just one line.
Design phase: Creating initial wireframes
I created wireframes to kick-off some initial conversations
I started putting together the information that I learned into a visual form. I created some wireframes with different layouts and options for the ways we can display the plans. We proceeded to have discussions as a team to figure out the pros and cons of each layout and also collaborated with the marketing team during this process.
Design phase: Creating initial wireframes
I created wireframes to kick-off some initial conversations
I started putting together the information that I learned into a visual form. I created some wireframes with different layouts and options for the ways we can display the plans. We proceeded to have discussions as a team to figure out the pros and cons of each layout and also collaborated with the marketing team during this process.
Design phase: Creating initial wireframes
I created wireframes to kick-off some initial conversations
I started putting together the information that I learned into a visual form. I created some wireframes with different layouts and options for the ways we can display the plans. We proceeded to have discussions as a team to figure out the pros and cons of each layout and also collaborated with the marketing team during this process.
Iterating till we find the best userflow
Once we had some basic designs, I wanted to user-test the different options for user flows. We wanted to make sure that we covered all the possible touchpoints and ensured a good user experience. Some examples of the user flows that we tested are below:
Experience of a logged-in vs logged-out user
The experience for a logged-in user would be different from that of a non-logged-in user. We made sure to capture these different user flows and design accordingly.
Experience of switching plans
I user-tested multiple flows to ensure that users find the experience of switching plans a breeze and leave feeling satisfied and happy.
Experience of switching between 6 and 12 bottles
Users can buy either 6 or 12 bottles as part of their plan. We wanted to make this apparent to them and also show the benefits and changes in price when they change the quantity. I tested many ways of displaying this information.
Iterating till we find the best userflow
Once we had some basic designs, I wanted to user-test the different options for user flows. We wanted to make sure that we covered all the possible touchpoints and ensured a good user experience. Some examples of the user flows that we tested are below:
Experience of a logged-in vs logged-out user
The experience for a logged-in user would be different from that of a non-logged-in user. We made sure to capture these different user flows and design accordingly.
Experience of switching plans
I user-tested multiple flows to ensure that users find the experience of switching plans a breeze and leave feeling satisfied and happy.
Experience of switching between 6 and 12 bottles
Users can buy either 6 or 12 bottles as part of their plan. We wanted to make this apparent to them and also show the benefits and changes in price when they change the quantity. I tested many ways of displaying this information.
Iterating till we find the best userflow
Once we had some basic designs, I wanted to user-test the different options for user flows. We wanted to make sure that we covered all the possible touchpoints and ensured a good user experience. Some examples of the user flows that we tested are below:
Experience of a logged-in vs logged-out user
The experience for a logged-in user would be different from that of a non-logged-in user. We made sure to capture these different user flows and design accordingly.
Experience of switching plans
I user-tested multiple flows to ensure that users find the experience of switching plans a breeze and leave feeling satisfied and happy.
Experience of switching between 6 and 12 bottles
Users can buy either 6 or 12 bottles as part of their plan. We wanted to make this apparent to them and also show the benefits and changes in price when they change the quantity. I tested many ways of displaying this information.
Figuring out the best content strategy
Once we nailed down the user flows, it was time to concentrate on the content. We ran multiple tests with 261 users to determine the most effective content to display in our designs.
Testing different plan names and descriptions
We tested 10 different plan names and descriptions, and users selected the ones they connected with the most.
What content do users rely on to make a decision?
We determined that users primarily relied on the average bottle price, the total price, what the plan offers, and plan descriptions to make a choice about the plan.
We won the 2023 Alumni awards for this user testing!
As a bonus, we were awarded by UserTesting in the emerging business category for utilizing great human insights to design our products.
Figuring out the best content strategy
Once we nailed down the user flows, it was time to concentrate on the content. We ran multiple tests with 261 users to determine the most effective content to display in our designs.
Testing different plan names and descriptions
We tested 10 different plan names and descriptions, and users selected the ones they connected with the most.
What content do users rely on to make a decision?
We determined that users primarily relied on the average bottle price, the total price, what the plan offers, and plan descriptions to make a choice about the plan.
We won the 2023 Alumni awards for this user testing!
As a bonus, we were awarded by UserTesting in the emerging business category for utilizing great human insights to design our products.
Figuring out the best content strategy
Once we nailed down the user flows, it was time to concentrate on the content. We ran multiple tests with 261 users to determine the most effective content to display in our designs.
Testing different plan names and descriptions
We tested 10 different plan names and descriptions, and users selected the ones they connected with the most.
What content do users rely on to make a decision?
We determined that users primarily relied on the average bottle price, the total price, what the plan offers, and plan descriptions to make a choice about the plan.
We won the 2023 Alumni awards for this user testing!
As a bonus, we were awarded by UserTesting in the emerging business category for utilizing great human insights to design our products.
The final design, after multiple iterations
We continued to design, iterate and test till we arrived at a version that was satisfactory for both the business and user perspectives. I designed the whole flow from viewing the different plans, the process of switching plans and post-purchase confirmation screens.
The final design, after multiple iterations
We continued to design, iterate and test till we arrived at a version that was satisfactory for both the business and user perspectives. I designed the whole flow from viewing the different plans, the process of switching plans and post-purchase confirmation screens.
The final design, after multiple iterations
We continued to design, iterate and test till we arrived at a version that was satisfactory for both the business and user perspectives. I designed the whole flow from viewing the different plans, the process of switching plans and post-purchase confirmation screens.
Results!
3% of our users upgraded to higher-priced plans in the first month.
We released this feature just recently, so this is initial data from the first month. This is validation that we're on the right track to increase revenue.
Results!
3% of our users upgraded to higher-priced plans in the first month.
We released this feature just recently, so this is initial data from the first month. This is validation that we're on the right track to increase revenue.
Results!
3% of our users upgraded to higher-priced plans in the first month.
We released this feature just recently, so this is initial data from the first month. This is validation that we're on the right track to increase revenue.
A few more details about this effort
A massive cross-functional endeavor
We collaborated on an almost daily basis with numerous teams - marketing, customer experience, development, retention, research, wine brands, and creative.
Executing a strategic phased release
We planned out our product release into different phases for a specific number of users and continued to iterate based on the learnings from previous phases.
Embracing iterations
To date, we are continuously learning and refining our design and content based on the user data and feedback that we monitor.
A few more details about this effort
A massive cross-functional endeavor
We collaborated on an almost daily basis with numerous teams - marketing, customer experience, development, retention, research, wine brands, and creative.
Executing a strategic phased release
We planned out our product release into different phases for a specific number of users and continued to iterate based on the learnings from previous phases.
Embracing iterations
To date, we are continuously learning and refining our design and content based on the user data and feedback that we monitor.
A few more details about this effort
A massive cross-functional endeavor
We collaborated on an almost daily basis with numerous teams - marketing, customer experience, development, retention, research, wine brands, and creative.
Executing a strategic phased release
We planned out our product release into different phases for a specific number of users and continued to iterate based on the learnings from previous phases.
Embracing iterations
To date, we are continuously learning and refining our design and content based on the user data and feedback that we monitor.
Future phases
Continue iterations & testing
After validating that we are on the right track to increase revenue, we are now running.a few more iterations to optimize on this.
Future phases
Continue iterations & testing
After validating that we are on the right track to increase revenue, we are now running.a few more iterations to optimize on this.
Future phases
Continue iterations & testing
After validating that we are on the right track to increase revenue, we are now running.a few more iterations to optimize on this.