Following a successful alpha and beta, Flux.io became a subscription based service in November, 2016. I was a part of the core product team that researched, designed and implemented the pricing strategy and product.
What even is flux?
Flux is a tool for the Architecture, Engineerings and Construction (AEC) field to connect design tools and teams. While redesign the on boarding experience, it came to light that the issue with on boarding was not the act of creating an account, but the fact that users signing up were still unclear of what Flux was.
To answer these questions for myself and our internal team, I drafted up personas of our user base.
WHat's the plan?
There are many types of subscription as a service (SaaS) plans. Our product team began with market research and interviews with expert users to garner industry perspective, best practices, and user feedback.
Initially, we leaned towards a per project plan. Feedback was that the pricing structure was unusual and therefore it was hard for users to gage whether or not the price was appropriate. We also explored how many tiers of pricing would be appropriate. We decided to start with a standard monthly subscription fee with enterprise options for bulk seats.
How does it work?
Once the business plan was established, we began collaborating with front-end and back-end engineering to see what assets would be new, what existing code could we reuse, and what where the opportunity-cost trade offs of different systems and services.
What's the story?
How would I use it?
Users expressed that the hardest thing about learning new software is knowing where to start. I brainstormed with our internal team or Architectural Engineers to devise a list of 20 popular yet practical projects and work flows that could benefit from Flux.
Changing from free to subscription based service had a ripple affect throughout the product. One example is that the on-boarding experience and template emails would now all need to be updated. I took this opportunity to redesign the emails going from static copy to a more graphical interface. I created new illustrations that injected our brand into our messaging. All of our existing emails had to be updated, and many new emails needed to be written around billing information and account creation. During all this drafting, I realized that a content style guide would be useful so that anyone at the company could contribute. I conducted tone of voice workshops and created a content guide to ensure our brand consistency.
research + ux + product + prototyping + content copy + illustrations
Show don't tell our product story and launch a paid SaaS