Internet Brands
Background
I’ve worked on various projects at Internet Brands but I’m proud to share a significant journey - the redesign of WillMaker's pricing page, a legal SaaS B2C product that simplifies estate planning.
Role
Product Designer
Timeline
Aug - Dec 2024
Skills
UI UX Design
Visual Design
UX Research
User Testing
Product Strategy
Team
1 product manager
2 engineers
1 marketing
1 researcher
Tools
Figma
Miro
Jira
Role
Product Designer
Timeline
Jun - Dec 2024
Team
1 product manager
2 engineers
1 researcher
Tools
Figma
Miro
Skills
Prototyping
UX Research
User Testing
Product Strategy
Context
WillMaker is a SaaS estate planning tool to create wills, trusts, and legal documents
WillMaker streamlines estate planning with guided, legally sound document creation, making the process accessible, easy, and efficient.
Context
WillMaker is a SaaS estate planning tool to create wills, trusts, and legal documents
WillMaker streamlines estate planning with guided, legally sound document creation, making the process accessible, easy, and efficient.
Context
WillMaker is a SaaS estate planning tool to create wills, trusts, and legal documents
WillMaker streamlines estate planning with guided, legally sound document creation, making the process accessible, easy, and efficient.
Context
WillMaker is a SaaS estate planning tool to create wills, trusts, and legal documents
WillMaker streamlines estate planning with guided, legally sound document creation, making the process accessible, easy, and efficient.
The goal of WillMaker's pricing page
The pricing page provides information about WillMaker. I collaborated with my team to understand product requirements and user needs.
The goal of WillMaker's pricing page
The pricing page provides information about WillMaker. I collaborated with my team to understand product requirements and user needs.
The goal of WillMaker's pricing page
The pricing page provides information about WillMaker. I collaborated with my team to understand product requirements and user needs.
The goal of WillMaker's pricing page
The pricing page provides information about WillMaker. I collaborated with my team to understand product requirements and user needs.
Business Goals
Clearly communicate the value of the service
Build trust with potential users
Guide users toward making an informed purchase decision
User Goals
Understand the benefits of the service
Feel confident in their decision-making process
Easily navigate and access relevant information before purchasing
My Role
My Responsibilities
I redesigned the entire WillMaker pricing page experience! I collaborated with the researcher to identify data, worked with the product team to align on goals, and partnered with engineering to ensure technical feasibility. I am collaborating with the team to update the design system as part of a rebrand, which may result in some temporary visual inconsistencies.
My Role
My Responsibilities
I redesigned the entire WillMaker pricing page experience! I collaborated with the researcher to identify data, worked with the product team to align on goals, and partnered with engineering to ensure technical feasibility. I am collaborating with the team to update the design system as part of a rebrand, which may result in some temporary visual inconsistencies.
My Role
My Responsibilities
I redesigned the entire WillMaker pricing page experience! I collaborated with the researcher to identify data, worked with the product team to align on goals, and partnered with engineering to ensure technical feasibility. I am collaborating with the team to update the design system as part of a rebrand, which may result in some temporary visual inconsistencies.
My Role
My Responsibilities
I redesigned the entire WillMaker pricing page experience! I collaborated with the researcher to identify data, worked with the product team to align on goals, and partnered with engineering to ensure technical feasibility. I am collaborating with the team to update the design system as part of a rebrand, which may result in some temporary visual inconsistencies.
Problem
WillMaker's pricing page fails to support user purchase decision-making process
The pricing plan lacks clarity around its core offerings and provides limited engagement opportunities, creating friction in the decision-making process.
Problem
WillMaker's pricing page fails to support user purchase decision-making process
The pricing plan lacks clarity around its core offerings and provides limited engagement opportunities, creating friction in the decision-making process.
Problem
WillMaker's pricing page fails to support user purchase decision-making process
The pricing plan lacks clarity around its core offerings and provides limited engagement opportunities, creating friction in the decision-making process.
Problem
WillMaker's pricing page fails to support user purchase decision-making process
The pricing plan lacks clarity around its core offerings and provides limited engagement opportunities, creating friction in the decision-making process.
User Pain Points
By conducting a website audit, analyzing current website data, and leveraging the UserTesting tool for customer insights, we acquired valuable information about the challenges users encountered. These are some of the prominent pain points that led to user drop-offs.
User Pain Points
By conducting a website audit, analyzing current website data, and leveraging the UserTesting tool for customer insights, we acquired valuable information about the challenges users encountered. These are some of the prominent pain points that led to user drop-offs.
User Pain Points
By conducting a website audit, analyzing current website data, and leveraging the UserTesting tool for customer insights, we acquired valuable information about the challenges users encountered. These are some of the prominent pain points that led to user drop-offs.
User Pain Points
By conducting a website audit, analyzing current website data, and leveraging the UserTesting tool for customer insights, we acquired valuable information about the challenges users encountered. These are some of the prominent pain points that led to user drop-offs.
Solution
Enhancing information clarity and building trust
The goal was to simplify decision-making, provide clear product education, and build trust through transparent, reliable content that boosts user confidence in their purchase.
Solution
Enhancing information clarity and building trust
The goal was to simplify decision-making, provide clear product education, and build trust through transparent, reliable content that boosts user confidence in their purchase.
Solution
Enhancing information clarity and building trust
The goal was to simplify decision-making, provide clear product education, and build trust through transparent, reliable content that boosts user confidence in their purchase.
Solution
Enhancing information clarity and building trust
The goal was to simplify decision-making, provide clear product education, and build trust through transparent, reliable content that boosts user confidence in their purchase.
Demonstrate simplicity of product through How It Works
How It Works serves as a concise and visually appealing design to help users quickly grasp key information while providing optional subtext for those who want to learn more. Images and copy content established by product team.
Understand product's unique offerings through Comparison Chart
The comparison chart helps users compare features and differentiate our product from competitors, simplifying the decision-making process while promoting key product information.
Building trust through Reviews and FAQ
I incorporated a reviews section to provide social proof and build credibility, reinforcing the value of WillMaker and helps users feel more confident in their purchase decisions. The FAQ addresses key questions users may have before checkout, offering additional support to help them make a confident purchase decision.
Impact
Increase in conversion rate
The engineering team rolled out changes by sections to a group of users for product/research team to track user behavior. This was the final data that informed the decision to fully implement the design live.
Impact
Increase in conversion rate
The engineering team rolled out changes by sections to a group of users for product/research team to track user behavior. This was the final data that informed the decision to fully implement the design live.
Impact
Increase in conversion rate
The engineering team rolled out changes by sections to a group of users for product/research team to track user behavior. This was the final data that informed the decision to fully implement the design live.
Impact
Increase in conversion rate
The engineering team rolled out changes by sections to a group of users for product/research team to track user behavior. This was the final data that informed the decision to fully implement the design live.
80% trusted redesign
Percentage of users who felt more confident in making informed purchase decision.
+30% "Add to Cart"
Percentage increase in customers adding a WillMaker plan to cart.
+6% purchases
Percentage increase in customers purchasing a WillMaker plan.
Design Iterations
Working with cross-functional teams to find the right design
Each section went through multiple iterations to enhance clarity and effectiveness. I incorporated feedback from cross-functional teams and refined the content to balance user needs with business objectives.
Design Iterations
Working with cross-functional teams to find the right design
Each section went through multiple iterations to enhance clarity and effectiveness. I incorporated feedback from cross-functional teams and refined the content to balance user needs with business objectives.
Design Iterations
Working with cross-functional teams to find the right design
Each section went through multiple iterations to enhance clarity and effectiveness. I incorporated feedback from cross-functional teams and refined the content to balance user needs with business objectives.
Design Iterations
Working with cross-functional teams to find the right design
Each section went through multiple iterations to enhance clarity and effectiveness. I incorporated feedback from cross-functional teams and refined the content to balance user needs with business objectives.
Pricing Plans
How WillMaker Works
Takeaways
What I Learned
A full redesign isn’t always necessary, especially when certain elements are already effective. I did not completely redesign the pricing table because it was successful in delivering its information and purpose.
Taking the initiative to reach out to other team members goes a long way. When I needed help or wanted to learn more about the data analytics, I could simply ask :D
Takeaways
What I Learned
A full redesign isn’t always necessary, especially when certain elements are already effective. I did not completely redesign the pricing table because it was successful in delivering its information and purpose.
Taking the initiative to reach out to other team members goes a long way. When I needed help or wanted to learn more about the data analytics, I could simply ask :D
Takeaways
What I Learned
A full redesign isn’t always necessary, especially when certain elements are already effective. I did not completely redesign the pricing table because it was successful in delivering its information and purpose.
Taking the initiative to reach out to other team members goes a long way. When I needed help or wanted to learn more about the data analytics, I could simply ask :D
Takeaways
What I Learned
A full redesign isn’t always necessary, especially when certain elements are already effective. I did not completely redesign the pricing table because it was successful in delivering its information and purpose.
Taking the initiative to reach out to other team members goes a long way. When I needed help or wanted to learn more about the data analytics, I could simply ask :D
What I Would Do Differently
Explore other alternatives for the comparison chart to fit the branding
I wish I celebrated the small successes more by giving my team members more compliments and taking the time to show more excitment about the project.
What I Would Do Differently
Explore other alternatives for the comparison chart to fit the branding
I wish I celebrated the small successes more by giving my team members more compliments and taking the time to show more excitment about the project.
What I Would Do Differently
Explore other alternatives for the comparison chart to fit the branding
I wish I celebrated the small successes more by giving my team members more compliments and taking the time to show more excitment about the project.
What I Would Do Differently
Explore other alternatives for the comparison chart to fit the branding
I wish I celebrated the small successes more by giving my team members more compliments and taking the time to show more excitment about the project.
Thank you for reading <3
Explore my other projects
Thank you for reading <3
Explore my other projects
Thank you for reading <3
Explore my other projects
Thank you for reading <3
