Xero is an award winning cloud-based accounting software platform, with over 2 million global users. The pricing page is one of the most visited pages on xero.com and informs users of Xero's plans, prices and features.
The pricing page was experiencing a lot of growing pains. Australia's tax office was rolling out Single Touch Payroll, a policy requiring employers to report tax and superannuation information to the tax office each time their employees are paid. There was now an opportunity to introduce a payroll-only software, which was previously an add-on, to business owners who would not otherwise consider Xero. This needed to be added to the pricing page.
Add-ons such as Expenses, Payroll and Projects each had high targets.
Users were turning to cheaper software solutions, or choosing the cheaper tiered plans which may not have necessarily been appropriate for their needs.
I was tasked with redesigning the pricing page to help users choose the appropriate plan and add-ons.
- 3 digital experience specialists with backgrounds in marketing automation and marketing analytics
- Product owner
- Product manager
- Discovery research
- Facilitating ideation and co-design
- Recruitment, screening and planning user testing
- User testing
- User testing analysis