Epic! for Kids

EdTech / B2C / Mobile / Android / iOS / Conversion

Pricing Matrix Update

Overview

Leveraging insights from my gaming industry experience, my first project at Epic! transformed small design tweaks into big wins, enhancing the brand and component system while getting me up to speed.

Goals

  • Gain understanding of Epic’s design system and library

  • Update out-of-brand designs using the new design system

Original Design Audit

When I took over as designer for the conversion pod, one of my first tasks was updating the styling of our current side-by-side price comparison chart pictured below. When reviewing this screen, I made a few notes that I’ve listed below.

1. Text Shape

For this text block, I experimented with a right-aligned, ragged-left format to achieve a more visually interesting shape.

2. Two Packages Featured

The second thing I noticed was that there were only two packages. I decided to explore this further to test a theory I had for improving conversion.

3. Low Package Contrast

The third issue I wanted to address was the low contrast of the paid package, which offered the most valuable user benefits.

Final Design:

Design Updates:

  1. I worked closely with my copywriter to refine the text for improved legibility and to guide the user’s attention toward the button row.

  2. To influence user decisions, I recommended emphasizing the middle option in a three-choice layout. We tested this approach with my team, incorporating both monthly and annual plans to validate the concept.

  3. I updated the design to include a monthly plan and enhanced the annual plan by increasing its size and using a contrasting color scheme for greater visibility.

Key Results:

A few straightforward changes, inspired by my experience in the gaming industry, had a significant impact on conversion rates. Following the launch, our A/B tests revealed impressive results, leading to a…

Increased conversion rate by:

10%

Driven by annual packages