Improving plan comparison and
purchase confidence
Redesigned the pricing modules to improve plan clarity, simplify comparison.
Context
Users struggled to compare subscription plans because the hero pricing module relied on a dropdown, making plan information difficult to scan. The pricing section further down the page also lacked clear visual hierarchy, making feature comparison challenging.
Users had difficulty understanding the differences between plans and identifying which option best fit their needs.
Role
Wireframing
UI exploration
Visual design
UX research synthesis
Stakeholder collaboration
Research (Identify pain points) → Wireframes → UI Exploration → Final Design → Validation
Key Insight
The challenge wasn’t presenting more pricing options—it was reducing the cognitive effort required to compare them.
Decision
1. Replace carousel with selectable pricing cards
Replaced the carousel with radio-button pricing cards so users could immediately view and compare all available plans. Each card highlighted key benefits, making plan differences easier to understand while preserving the lifestyle imagery that supported engagement.
Before
Hidden pricing options
Hidden pricing options
Unclear visual hierarchy
After
All plans visible
Key benefits highlighted
Radio button vs dropdown
2. Refine the pricing comparison layout
Redesigned the comparison module to improve feature scanning and make the recommended plan easier to identify.
The initial concept improved visual impact but still required users to read through long feature lists. Based on early feedback, the second iteration introduced stronger hierarchy and recommendation cues to improve comparison.
Before
Plan offer was not intuitive
Lack of benefits call out
Unclear visual hierarchy
After
Clear plan listed
Features listed
Radio button vs dropdown
Outcome
The redesigned pricing modules improved plan discoverability and comparison, resulting in higher booking conversions and stronger purchase confidence.