Big Cartel
Pricing Page
The pricing plan is a prominent feature present on both the homepage and dedicated pricing plan page of Big Cartel's website. The current design remains consistent across both pages. Remarkably, the Pricing Plan page stands out as one of the most popular destinations on the site, boasting the highest conversion rate.
In response to this, I was entrusted with the task of rejuvenating this critical page.
To kickstart the redesign process, I meticulously reviewed session playback videos, closely observing how users interacted with this component on both the homepage and the Pricing Plan page. My observations revealed a significant issue: users found the 'header' confusing, leading to frustration and rage clicks. Recognizing the urgency of this problem, I set out to rectify it.
Furthermore, I noticed that users were dedicating a considerable amount of time to this page, suggesting that the information presented was not as clear and well-structured as it could be. As a result, I identified improving information clarity and layout as a primary goal of my redesign efforts.
How it Started
When I started with Big Cartel, this is what the Pricing Page looked like:
During the initial presentation of my designs, I received valuable feedback indicating that Big Cartel had previously used similar design approaches. As a designer, I recognized the need to pivot and explore fresh ideas.
In that meeting, I was also informed of a strategic shift in the business model. The company intended to introduce both monthly and annual subscription plans for users to select from. Given that the Pricing Plan page held the distinction of being the site's highest converting page, I saw an opportunity to enhance its appeal further.
My goal was to create a more enticing user experience, one that offered all the essential information on a single page, empowering users to make an informed decision about choosing Big Cartel as their preferred platform for hosting their businesses. This redesign aimed not only to revamp the design but also to align it with the evolving business strategy and user preferences.
A concern was raised by the Marketing Director regarding the length of the Pricing Plan page. Drawing from my prior experience in designing a similar section for the homepage, I had previously implemented an accordion feature for the categories to condense content height. The Marketing Director expressed interest in exploring the possibility of applying this solution to the Pricing Plan page.
Following extensive discussions with our development team and executive leaders, we collectively decided to revert to displaying the features of each plan in an exposed format. This approach was chosen to strike the right balance between information accessibility and page length.
Subsequently, I embarked on refining the design of the Pricing Plan page, resulting in the presentation of the final designs you see below.
New Homepage
The inception of the new homepage design began with a pivotal focus on the pricing section. To ensure coherence and user recognition, I concurrently designed both the pricing page and the pricing section on the homepage. This synchronization was integral to create a seamless user experience.
My journey into redesigning the homepage commenced with a comprehensive analysis of user behavior. I delved into session playback videos to understand how users interacted with the existing page, what information they sought, and the path they followed to convert into members. My discoveries were enlightening:
1. The majority of users immediately engaged with the pricing page CTA.
2. Users rarely scrolled past the first shop example.
3. Users are eager to see the Examples page and page layouts
Armed with these insights, my next step was to conduct competitive research. I meticulously studied websites like Wix, SquareSpace, Shopify, and Etsy, examining their strategies for showcasing products and enticing users to become members. Using these sites, I generated a site audit to see what features I should include on the new homepage of Big Cartel. This research laid the foundation for a comprehensive site audit, which helped identify key elements to include in the homepage update. This process significantly informed the direction of my new design, ensuring that it aligned with industry best practices while addressing the specific needs of Big Cartel's users.