Customer Experience
Customer Experience
Customer Experience
Web
Web
Web
Cross-team Coordination
Cross-team Coordination
Cross-team Coordination
Introducing a scalable fair image pixel based pricing for cloud processing of photogrammetry datasets
Introducing a scalable fair image pixel based pricing for cloud processing of photogrammetry datasets
Introducing a scalable fair image pixel based pricing for cloud processing of photogrammetry datasets
Introducing a scalable fair image pixel based pricing for cloud processing of photogrammetry datasets
Introducing a scalable fair image pixel based pricing for cloud processing of photogrammetry datasets
Introducing a scalable fair image pixel based pricing for cloud processing of photogrammetry datasets
Write some nice intro
Write some nice intro
Write some nice intro
Write some nice intro
Write some nice intro
Write some nice intro
6 months
Timeline
CX designer
Role
6 months
Timeline
CX designer
Role
The problem
The problem
Back in 2023 Pix4D’s pricing strategy for cloud processing was not favourable for datasets captured with a mobile device.
Processing of mobile images was offered for free. This meant that Pix4D was losing money.
Back in 2023 Pix4D’s pricing strategy for cloud processing was not favourable for datasets captured with a mobile device.
Processing of mobile images was offered for free. This meant that Pix4D was losing money.
The (business) goal
The (business) goal
Implement Image pixel based fair pricing
Replace the current cloud offering with a new pricing system based on credits that are purchased independently from the licenses and are valid across multiple products.
Implement Image pixel based fair pricing
Replace the current cloud offering with a new pricing system based on credits that are purchased independently from the licenses and are valid across multiple products.
Implement Image pixel based fair pricing
Replace the current cloud offering with a new pricing system based on credits that are purchased independently from the licenses and are valid across multiple products.
Implement Image pixel based fair pricing
Replace the current cloud offering with a new pricing system based on credits that are purchased independently from the licenses and are valid across multiple products.
Implement Image pixel based fair pricing
Replace the current cloud offering with a new pricing system based on credits that are purchased independently from the licenses and are valid across multiple products.
Implement Image pixel based fair pricing
Replace the current cloud offering with a new pricing system based on credits that are purchased independently from the licenses and are valid across multiple products.
By implementing the new Cloud offering we will:
Be able to charge users according to their usage in terms of processing and storage
Provide clients with the flexibility to buy extra credits as they need
Grow revenues by offering more flexible and customized solutions
By implementing the new Cloud offering we will:
Be able to charge users according to their usage in terms of processing and storage
Provide clients with the flexibility to buy extra credits as they need
Grow revenues by offering more flexible and customized solutions
Project structure and responsibilities
Project structure and responsibilities
platform cloud
Cumulus - credit calculation, allocation and storage
1 project manager
3 backend devs
CXOps
Account application - UI of credit transactions
Checkout
Auto top-up
1 team manager
3 backend devs
3 frontend devs
1 CX designer
Marketing
New cloud pricing communication and purchase
1 director of marketing
1 communication specialist
1 frontend dev
cloud product
Credit based processing
1 product manager
1 UX designer
2 backend devs
2 frontend devs
platform cloud
Cumulus - credit calculation, allocation and storage
1 project manager
3 backend devs
CXOps
Account application - UI of credit transactions
Checkout
Auto top-up
1 team manager
3 backend devs
3 frontend devs
1 CX designer
Marketing
New cloud pricing communication and purchase
1 director of marketing
1 communication specialist
1 frontend dev
cloud product
Credit based processing
1 product manager
1 UX designer
2 backend devs
2 frontend devs
Project structure ans responsibilities
platform cloud
Cumulus - credit calculation, allocation and storage
CXOps
Account application - UI of credit transactions
Checkout
Auto top-up
Marketing
New cloud pricing communication and purchase
cloud product
Credit based processing
1 project manager
3 backend devs
1 team manager
3 backend devs
3 frontend devs
1 CX designer
1 director of marketing
1 communication specialist
1 frontend dev
1 product manager
1 UX designer
2 backend devs
2 frontend devs
Complexity of the project
Complexity of the project
Complexity of the project
Changing pricing model + Payment provider at the same time
Changing payment provider enables us to implement the new pricing scheme Payment provider handles subscription payments
Changing pricing model + Payment provider at the same time
Changing payment provider enables us to implement the new pricing scheme Payment provider handles subscription payments
Changing pricing model + Payment provider at the same time
Changing payment provider enables us to implement the new pricing scheme Payment provider handles subscription payments
Changing pricing model + Payment provider at the same time
Changing payment provider enables us to implement the new pricing scheme Payment provider handles subscription payments
Changing pricing model + Payment provider at the same time
Changing payment provider enables us to implement the new pricing scheme Payment provider handles subscription payments
Changing pricing model + Payment provider at the same time
Changing payment provider enables us to implement the new pricing scheme Payment provider handles subscription payments
Changing the subscription scheme too
Non-PIX4Dcloud users are affected too
Changing the subscription scheme too
Non-PIX4Dcloud users are affected too
Changing the subscription scheme too
Non-PIX4Dcloud users are affected too
Changing the subscription scheme too
Non-PIX4Dcloud users are affected too
Changing the subscription scheme too
Non-PIX4Dcloud users are affected too
Changing the subscription scheme too
Non-PIX4Dcloud users are affected too
Handling the migration of existing customers to the new system
No customer should have “old” and “new” subscriptions at the same time
Handling the migration of existing customers to the new system
No customer should have “old” and “new” subscriptions at the same time
Handling the migration of existing customers to the new system
No customer should have “old” and “new” subscriptions at the same time
Handling the migration of existing customers to the new system
No customer should have “old” and “new” subscriptions at the same time
Handling the migration of existing customers to the new system
No customer should have “old” and “new” subscriptions at the same time
Handling the migration of existing customers to the new system
No customer should have “old” and “new” subscriptions at the same time
How to incentivise resellers to sell credits
Resellers work with a margin but credits are sold on a fix price.
How to incentivise resellers to sell credits
Resellers work with a margin but credits are sold on a fix price.
How to incentivise resellers to sell credits
Resellers work with a margin but credits are sold on a fix price.
How to incentivise resellers to sell credits
Resellers work with a margin but credits are sold on a fix price.
How to incentivise resellers to sell credits
Resellers work with a margin but credits are sold on a fix price.
How to incentivise resellers to sell credits
Resellers work with a margin but credits are sold on a fix price.
Constraints
Constraints
Digital marketing team development capacities
The current website is rather static. The team never implemented complex components There is no shopping cart concept
Digital marketing team development capacities
The current website is rather static. The team never implemented complex components There is no shopping cart concept
Digital marketing team development capacities
The current website is rather static. The team never implemented complex components There is no shopping cart concept
Digital marketing team development capacities
The current website is rather static. The team never implemented complex components There is no shopping cart concept
Digital marketing team development capacities
The current website is rather static. The team never implemented complex components There is no shopping cart concept
Digital marketing team development capacities
The current website is rather static. The team never implemented complex components There is no shopping cart concept
Lack of resources for automation
Identifying who is eligible for migrating to the new system requires manual work
Lack of resources for automation
Identifying who is eligible for migrating to the new system requires manual work
Lack of resources for automation
Identifying who is eligible for migrating to the new system requires manual work
Lack of resources for automation
Identifying who is eligible for migrating to the new system requires manual work
Lack of resources for automation
Identifying who is eligible for migrating to the new system requires manual work
Lack of resources for automation
Identifying who is eligible for migrating to the new system requires manual work
External payment provider
Major part of the purchase process is handled by an external payment provider - limited design and functionalities
External payment provider
Major part of the purchase process is handled by an external payment provider - limited design and functionalities
External payment provider
Major part of the purchase process is handled by an external payment provider - limited design and functionalities
External payment provider
Major part of the purchase process is handled by an external payment provider - limited design and functionalities
External payment provider
Major part of the purchase process is handled by an external payment provider - limited design and functionalities
External payment provider
Major part of the purchase process is handled by an external payment provider - limited design and functionalities
Cross-platform design and workflows
5 platforms are affected by the changes
Cross-platform design and workflows
5 platforms are affected by the changes
Cross-platform design and workflows
5 platforms are affected by the changes
Cross-platform design and workflows
5 platforms are affected by the changes
Cross-platform design and workflows
5 platforms are affected by the changes
Cross-platform design and workflows
5 platforms are affected by the changes
Complexity of the project
Challenges
Challenges
Stakeholder management
Clear understanding of who is responsible for which components
Stakeholder management
Clear understanding of who is responsible for which components
Stakeholder management
Clear understanding of who is responsible for which components
Stakeholder management
Clear understanding of who is responsible for which components
Stakeholder management
Clear understanding of who is responsible for which components
Stakeholder management
Clear understanding of who is responsible for which components
Multi-platform coordination and constrains
When a component should exist in the marketing website (React) and Account application (Angular) When the checkout interface is handled by an external company
Multi-platform coordination and constrains
When a component should exist in the marketing website (React) and Account application (Angular) When the checkout interface is handled by an external company
Multi-platform coordination and constrains
When a component should exist in the marketing website (React) and Account application (Angular) When the checkout interface is handled by an external company
Multi-platform coordination and constrains
When a component should exist in the marketing website (React) and Account application (Angular) When the checkout interface is handled by an external company
Multi-platform coordination and constrains
When a component should exist in the marketing website (React) and Account application (Angular) When the checkout interface is handled by an external company
Multi-platform coordination and constrains
When a component should exist in the marketing website (React) and Account application (Angular) When the checkout interface is handled by an external company
Ever changing requirements
Being agile and focusing on the core functionalities to meet the deadline
Ever changing requirements
Being agile and focusing on the core functionalities to meet the deadline
Ever changing requirements
Being agile and focusing on the core functionalities to meet the deadline
Ever changing requirements
Being agile and focusing on the core functionalities to meet the deadline
Ever changing requirements
Being agile and focusing on the core functionalities to meet the deadline
Ever changing requirements
Being agile and focusing on the core functionalities to meet the deadline
Solutions
Solutions
1
Online credit calculator
The image pixel based fair pricing meant that higher the image resolution was the more credit the user had to purchase. To ease the transition to this new pricing method we introduced an online credit calculator.
1
Online credit calculator
The image pixel based fair pricing meant that higher the image resolution was the more credit the user had to purchase. To ease the transition to this new pricing method we introduced an online credit calculator.
1
Online credit calculator
The image pixel based fair pricing meant that higher the image resolution was the more credit the user had to purchase. To ease the transition to this new pricing method we introduced an online credit calculator.
1
Online credit calculator
The image pixel based fair pricing meant that higher the image resolution was the more credit the user had to purchase. To ease the transition to this new pricing method we introduced an online credit calculator.
1
Online credit calculator
The image pixel based fair pricing meant that higher the image resolution was the more credit the user had to purchase. To ease the transition to this new pricing method we introduced an online credit calculator.
1
Online credit calculator
The image pixel based fair pricing meant that higher the image resolution was the more credit the user had to purchase. To ease the transition to this new pricing method we introduced an online credit calculator.
2
Sticky bottom banner
Adding a proper e-commerce shopping cart feature was out of scope for the project. To overcome this limitation but still show the selected subscription plan and credit package somewhere we came up with a "stick bottom banner" UI.
2
Sticky bottom banner
Adding a proper e-commerce shopping cart feature was out of scope for the project. To overcome this limitation but still show the selected subscription plan and credit package somewhere we came up with a "stick bottom banner" UI.
2
Sticky bottom banner
Adding a proper e-commerce shopping cart feature was out of scope for the project. To overcome this limitation but still show the selected subscription plan and credit package somewhere we came up with a "stick bottom banner" UI.
2
Sticky bottom banner
Adding a proper e-commerce shopping cart feature was out of scope for the project. To overcome this limitation but still show the selected subscription plan and credit package somewhere we came up with a "stick bottom banner" UI.
2
Sticky bottom banner
Adding a proper e-commerce shopping cart feature was out of scope for the project. To overcome this limitation but still show the selected subscription plan and credit package somewhere we came up with a "stick bottom banner" UI.
2
Sticky bottom banner
Adding a proper e-commerce shopping cart feature was out of scope for the project. To overcome this limitation but still show the selected subscription plan and credit package somewhere we came up with a "stick bottom banner" UI.
3
Dynamic credit package selector
Each subscription plan came some default monthly renewing credit packages. On top of this the users were able to add axtra credits to their purchase.
3
Dynamic credit package selector
Each subscription plan came some default monthly renewing credit packages. On top of this the users were able to add axtra credits to their purchase.
3
Dynamic credit package selector
Each subscription plan came some default monthly renewing credit packages. On top of this the users were able to add axtra credits to their purchase.
3
Dynamic credit package selector
Each subscription plan came some default monthly renewing credit packages. On top of this the users were able to add axtra credits to their purchase.
3
Dynamic credit package selector
Each subscription plan came some default monthly renewing credit packages. On top of this the users were able to add axtra credits to their purchase.
3
Dynamic credit package selector
Each subscription plan came some default monthly renewing credit packages. On top of this the users were able to add axtra credits to their purchase.
Biggest design mistakes
Biggest design mistakes
Not thinking mobile first
Not thinking mobile first
Consequences
Consequences
It is an amateur mistake still can happen. Our main interactions are not meant to be used on mobile. Still they should look and function seamlessly.
Last minute adjustments to the components
Bottom sticky banner and banner for accepting cookies are in conflict
Bottom sticky banner and banner for accepting cookies are in conflict
Consequences
Consequences
Difficult to predict how well and algorithm will perform. Has to design around the limitations of the models.
Redesign where we place the cookie banner
Not running tests on the pricing
Not running tests on the pricing
Recommendation
Recommendation
We made several simulations on how the new pricing will affect existing users but never dared to ask them what they would consider a fair price.
Develop an A/B testing framework for the website
Lessons learned
Lessons learned
What would I do differently?
1
Pulling in the right stakeholders at the right time
1
Pulling in the right stakeholders at the right time
1
Pulling in the right stakeholders at the right time
1
Pulling in the right stakeholders at the right time
1
Pulling in the right stakeholders at the right time
1
Pulling in the right stakeholders at the right time
2
More effectively convincing stakeholders of my design rational and better articulating design decisions.
2
More effectively convincing stakeholders of my design rational and better articulating design decisions.
2
More effectively convincing stakeholders of my design rational and better articulating design decisions.
2
More effectively convincing stakeholders of my design rational and better articulating design decisions.
2
More effectively convincing stakeholders of my design rational and better articulating design decisions.
2
More effectively convincing stakeholders of my design rational and better articulating design decisions.
More projects
Bootstrapping DesignOps
Community & Operations
Bootstrapping DesignOps
Community & Operations
Bootstrapping DesignOps
Community & Operations
Bootstrapping DesignOps
Community & Operations
Bootstrapping DesignOps
Community & Operations
Bootstrapping DesignOps
Community & Operations
Service design tool: an online tool for designing on-demand transportation services
Visionary fairy tale
Service design tool: an online tool for designing on-demand transportation services
Visionary fairy tale
Service design tool: an online tool for designing on-demand transportation services
Visionary fairy tale
Service design tool: an online tool for designing on-demand transportation services
Visionary fairy tale
Service design tool: an online tool for designing on-demand transportation services
Visionary fairy tale
Service design tool: an online tool for designing on-demand transportation services
Visionary fairy tale