Amelia Chieng
Hi! I’m a hands-on designer based in Oakland, CA with a decade of experience across brand, digital, and growth, taking work from concept to launch.Get in touch ↗
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The pricing page has evolved three times, each reflecting where the product and company were positioned, and the brand's evolving visual identity. Pricing pages have a specific tension: they need to accurately represent the product suite at that moment, and stay approachable enough to readily navigate an organization's complex challenges, but neither the product nor a company's challenges are static.
TeamCopywriter
Digital Producer
Front End Engineer
Lead Brand DesignerWeb Developer
ResponsibilitiesStrategy, UI / UX, Interactive prototyping, QA
Improve Qualification
The pricing page moved away from a tiered-by-company-size model in 2023. An early test that year showed visible pricing significantly hurt MQLs. Prospects needed to understand the differentiation and value of the suite in a sales conversation before price meant anything to them. Hiding pricing deeper in the funnel closed that gap. As the company continues to evolve its packaging and pricing strategy, this finding remains an important input into how and when pricing is introduced to prospective buyers.
Impact: +20.62% time-critical MQL conversion
Reduce Decision Paralysis
As the product suite grew to four offerings, up from three, the page shifted to intentionally lead with full-platform packaging rather than individual products. This reduced the cognitive load of comparing four separate line items and reframed the decision around the value of adopting the platform as a whole.
Impact: ~30% increase in platform-level CTA engagement
Drive Qualified Sales Conversations
The product suite consolidated from four products down to two core pillars, alongside a new people science consulting service. I led discussions with PMM, pricing solutions consultants, and marketing leadership to align on product priorities and decision-making. With fewer products and less immediate emphasis on the full-platform sell, I surfaced previously hidden product features, removing the need for drawers, and implemented cross-linking to existing detail pages so visitors could explore a specific product without losing their place on the pricing page. The longer-term plan is to bring that product depth directly into the experience through imagery, interactive hover states, or lightboxes.
Engage and Perform product iconography was also dropped ahead of a broader brand refresh, while retaining distinct visual treatment for AI Coach and the recently released Performance Culture Quadrant.
Success metric: Increase qualified sales conversations