Why should you iterate your designs?

It was just another usual day when i was going through dribbble and i came across this post by the Evernote team.

Evernote premium pricing page posted on Dribbble

I’m an Evernote Premium user and i really do love the product. Coming from a design background, when i saw looked at this screen a few times, thoughts sprung in my mind. And i am going to share them with you here. If you are visual designer i would suggest you stop thinking like a designer and see it like a user.

Take a look at the design. If your screen was a salesgirl, this is what she’s saying —

“You’ve come to the payment screen. Choose one — you can pay $5.99/mo or $49.99/yr (wait, latter one is the best value one and you save 30%)”

Now as a user i’m a man in my twenties thinking —

$49.99 is a lot of money, approx Rs3,370. While the $5.99 i.e Rs403 looks like something i can afford to pay for an app at this point. Maybe when i see great value in this I can change my plan to the other one. Thats i would have spent less than a hundred rupees if i do so.

To give you an understanding let me make a few assumptions here. I say assumptions because i do not have any research that would speak for it at this point. The Indians I have observed, haven’t reached the stage where they are easily willing to pay the price to try a new paid product when they get their work done with the free services. And now considering I am actually convinced to take it one step above and go premium, Rs3,370 is definitely going to be a huge price for me to make a decision today if can do it tomorrow.

But as a business it makes more sense to have users going for yearly subscriptions since that gives the company some more stability and makes users the premium ones. But as designers can’t we also think like businessmen and see if we can try to solve this?

Hence I decided to try a few iterations.

Iteration 1 — Illustrations credits Toptal and Zach Roszczewski

In Iteration 1, this is what the sales girl would be saying —

“You’ve come to the payment screen and the price is $5.99/mo. Now if you were to change your plan, how do see yourself? The guy with the light backpack running monthly or the guy with the equipped backpack ( going annually and saving yourself 30%! )”

Now both these versions sound slightly different looking at it as a conversation. We all know that when we sell something to somebody, a lot matters such as how you frame your sentence, your body language, what you say first etc. If this is the case why shouldn’t interfaces not try addressing conversations differently? However, one cant say which one of these ways would be the better one without a research. End of the day, it comes to intuition. Lets take a look at another version.

Iteration 2

Iteration 2

This interface if tested will definitely answer one question — is checkbox better than tabs in this context. Having a checkbox gave me a little more real estate to write a sentence to convince the user to take an action. In real life analogy, this would be one kickass line that the salesgirl says to grab my attention. As for the user experience it would be similar to some travel and food apps that add an offer at the checkout page to get higher order value to be placed, except, the total payable amount would increase as against decrease in this case. I’m hoping that shouldn’t be much of a problem. Lets look at the last design.

Iteration 3

This is a slightly different approach and it would be interesting to know what testing yields for subscription based pricing . The price in the second tab shows how much would I as a user spend every month if i were to bill for a year straight. What can be assumed here is that the comparison calculations are made easier as I only have to see the price difference between 4 and 5 which is simple to comprehend. But will this make any impact in the way I decide to choose yearly scheme? Let me know what you think would work best for your target audience.