While on the Storefront team at Dropbox, I was focused on the Checkout experience for Dropbox customers. Part of our team's work was to migrate to a modern "platform" for our checkout surfaces. As part of this migration, we had to do a few rounds of iteration on our Business product pages to test into an experience that was at least revenue-neutral compared to the current surface.
Migrate our Business Checkout pages to our modern platform. Test UI in order to achieve at least revenue-neutral to our control.
We had seen success with this approach in our Single-Seat products and needed to move our Multi-Seat/Business products to the same platform as part of a long-term objective.
The legacy Checkout surface was a one-off page that was prone to SEVs and any update/request was not extensible to any other SKU's Checkout experience.
Additionally, as we looked to ramp up experimentation on our Checkout surface, we needed to have one platform, across SKUs, to speed up our velocity and minimize development time for one-off changes.
Our initial test saw our new page running at an estimated $800K loss/year compared to our control.
We revisited our pre-mortem doc and identified that the "per/user" pricing may be something we weren't reflecting well in the new UI.
We ran an iteration with an updated UI and saw a positive impact on conversion that forecasted to a $2.5MM win/year.
Additional Notes
The Team: Myself (PM), Tech Lead, Product Designer, Data Analyst, Checkout Engineer
What I did:
Team Kickoff - Ran a pre-mortem with the team to identify assumptions, risks, and contingency plans.
Baseline Data - Documented current Checkout surface traffic/conversion rates/revenue to establish success, guardrail, and termination metrics.
Project Scoping - Worked with Design + Engineering to break down the work, test, and launch.
Establish Metrics - Worked with Data Analyst to outline and launch our experiment and monitor our metrics in the weeks post-launch.
Stakeholder Communication - Share results on the v1 experiment, it's projected loss, and our plan to iterate and rapidly re-test.
Iterate & Evangelize - Shared out results with larger Growth organization and worked with team to clean up the experiment and roll out the v2 surface.
Below you can see an example of the legacy Checkout surface and the updated Checkout surface, after our iteration.