80% of customers chose Lunar’s free plan. When the value of a paid plan was hard to work out, going free was simply the easiest choice. We needed to make it easier for customers to see what each plan offered and why it was worth paying for.

A Plan Selector experience that champions the features and benefits users said mattered most: the reasons they chose a plan in the first place. Through user research, we identified these hero features and surfaced them earlier in the journey, giving them more emphasis at the moment of choice.

• Plan Overview: Highlights the key differences and value proposition for each plan at a glance, so users can quickly compare their options side by side.

• Plan Detail Pages: Surface the features research showed users valued most and used to make their decisions, making the benefit of each plan easier to understand.

• In-App Comparison: Replaces an awkward web-view handoff with a clear, native comparison table that lets users compare inclusions side by side without leaving the app.

• Experimentation Framework: Creates an ongoing way to test how plan positioning and visual emphasis affect customer choice, beginning with Light as a trial and later highlighting Standard.

Impacts: When Standard was visually highlighted, plan selection rose from 8.3% to 30.7%, a 263% increase. Checkout price increased by 75% and the share of users choosing any paid plan grew by 165%, from 12.9% to 34.2%. The drop-off in applications and change in Unlimited selection were negligible, making this a clear net positive. Standard is now highlighted for all new consumer users.

Role: User research, UX Lead, content strategy