The freemium business emerged organically across different apps at different times. Because of this, our main challenge with Office 365 is that the premium value runs across a portfolio of apps and services, making it confusing for users to understand. Before tackling this project, the Office 365 free ecosystem:
To tackle this, the strategy team first conducted a full audit of our in-product approach today to understand the current customer journey, and note where there were gaps or opportunities for improvement in our messaging and visuals, and outlined goals for both.
Next, I worked with the strategy and research team to identify key questions we wanted to answer:
Wanting to include potential users in the solution formation, our team ran four co-creation workshops where we asked participants to sketch and make notes regarding a productivity suite with their own package of feature across all products, both free and premium.
Previously, there was no introduction to what was available on the Microsoft 365 suite. Now, during each app’s first run experience, users get a brief overview on app-centric free and premium features, based on messaging that we developed with our co-design participants. Here’s OneDrive’s.
Instead of unclear vague diamonds, now when users run into a paywall, they are met with an in-app feature callout that is relevant and easily dismissible. This minimizes interruption while slightly nudging users on premium capabilities that they may be interested in using.
Following the technique of progressive overload, users are slowly introduced to more information the more they engage with upsell content, laddering up to the larger Microsoft 365 premium narrative.
Conducting A/B testing and a few months after our upsell redesign, we ran the numbers again and saw a significant increase in the following:
Due to privacy reasons, please contact me if you're interested in learning more about the quantifiable impact this project had!