OVERVIEW

Task:

Evaluate and redesign an existing pricing page for a SaaS platform.

Client:

Harmonize is a company with several SaaS products that optimize workflow. AttendanceBot is a chat-first solution for people management professionals.

my Evaluation approach

Methods: Heuristic Analysis, Abby Method, Feature Comparison

In order to evaluate the existing site design, I conducted a Heuristic Analysis using the Abby Method to evaluate the page’s information architecture.

I wanted to know:

Did the pricing page successfully inform its users, and was it easy to use? Where could we improve the page to enhanc both of these factors?

I found that the page did not provide a simple, intuitive experience and did not efficiently communicate the value of AttendanceBot’s services.

I also wanted to know:

What best practices have been successful in the past?

After a quick search, I found that SaaS platforms like Canva, Mailchimp, and Campaign Monitor had developed top performing pricing pages. The common threads amongst these pages were a clear, impactful tagline explaining the product value, neutral colors paired with strong accent colors, and a plan & pricing section that provides the most important elements — Plan name, price, and CTA button.

THE REDESIGN:

Some of the key factors I wanted to improve were Clarity, Accessibility, Findability, Learnability, and Delight. I applied many of the same elements as the comparator SaaS sites I evaluated to improve value proposition, information architecture, and page navigation.

I designed the page so that pricing information was completely accessible, using a white background and dark text. I used brand accent colors only to emphasize important information, and of course to direct the user to subscribe.