Web App
Project Overview
Mattermost planned to adjust their business plan by including a free option for their customers. This addition of “Freemium” brought on new challenges, such as:

- How might we encourage users to upgrade to paid plans?
- How might we demonstrate value to users who don’t yet have access to that value?
- How can we provide a great experience while limiting access in Freemium?

A designed experience that both clearly communicates the limitations of the freemium plan and demonstrates value of paid plans.

Metrics: trial activations increased by 40%
My Contributions
My Role: Product Designer

My time on this project involved leading UX strategy and process in which I designed a comprehensive experience for our new free plan for admins and end-users including in-product upselling, a trial experience, and a new and improved upgrade and downgrade experience.

Team: 1 Product Designer, 5 Engineers, 2 Product Managers
Invite modal with a call to action to upgrade

Facilitating "Brainwriting"

I gathered 1 product manager and 5 engineers remotely in Figjam to convene on the infrastructure around free vs. paid plans. By facilitating a collaborative brainstorming session, I was able to gather the right people in the room with the right knowledge to generate ideas around some of the main problems we were solving for:
A screenshot of a Figjam brainstorm

Educating users on Enterprise features

In both our onboarding checklist and in the product switcher menu, I included a general jumping off point to gauge user interest. This offers the user the opportunity to learn more about the most popular features they would receive access to in a free, 30-day trial. The primary action they have here is to start a trial for 30 days.
A modal explaining what you can do with the Enterprise plan

Tailoring the upsell

In addition to a general upsell, I proposed offering upgrade access points alongside various features. In this way, we are upselling the customer according to their interest in a given feature. This accomplished two things: 

1. It tailors the upsell to the customer interests
2. It does not lock the free customer out from seeing the breadth of available features in paid plans.

In this, I focused on transparency and communication by highlighting these features with a paid plan tag and calling attention to the paid plan. These tags solved the below problem:

How might we communicate to the user at different points in their trial journey which features belong to which plans?
Invite modals with various upgrade cta's depending on their plan status

Communicating limits

To better surface the workspace’s data usage in relation to the data limits, we decided to utilize the product switcher menu.  Given that there are data limits around board cards, messages, file storage, and integrations, we made this section on the menu dynamic to only reflect the limit that the workspace was closest to hitting. We used color to communicate how close the workspace was to hitting the limit. This design was just one piece of the solution that solved for the problem:

How might we communicate the workspace’s data limits to the user?
examples of the product switcher menu communicating plan limits.

Wins and Learnings

Establishing the parameters of the Freemium offering versus our paid offerings was a significant undertaking. With clear communication and tailored upsells, we were able to increase trial activations by 40%.
Check out the prototype
View prototype