Airmeet
I was the second hire in the product-led growth(PLG) design team. I was hired to lead various growth design initiatives. Collaborated with cross-functional teams - product, marketing, engineering. Some of the features I worked on had a substantial impact on revenue and improved customer activation. Below are the list of features I shipped and improved in 1 year.
Features
Metered pricing for event attendees
Problem Statement: Our existing plans did not comply with restricting attendees based on the pricing plans. It allowed registrations irrespective of the plan they’re in. This was resulting in losing significant $$ (revenue capture).
1. Reduce operational costs by preventing extra attendees enter the event free of cost to organizers.
2. Improve revenue by allowing organizers to obtain new registrations beyond the limit at certain charges.
This feature significantly contributed to our $3m ARR and helped raise our Series-B round.
Figma Playground
Purchase Add-ons
Problem Statement: Enterprise customers pricing plans were not flexible enough to buy extra seats for event registrations on the fly. This was resulting in losing significant $$ (revenue capture).
1. Reduce operational overhead internally to manage these requests.
2. Improve revenue by allowing organizers to buy extra add-ons - team member seats, new registrations etc.
Figma Playground
Enterprise Plan Trial
Problem Statement: Lack of discovery & understanding the value of the Enterprise plan for our free/business plan users.
Figma Playground
Custom Registration forms
Problem Statement: Inability to capture detailed information of attendees by the event organizers. Customers were switching to a competitor due to low switching cost.
Designed a custom form builder for event registrations.
Figma Playground
Event Access control & verification
Problem Statement: Lack of customization for organizers to control access of event attendees. One such example is a private event.
We designed workflows with various features like allowing event access for users with email from specific domains, invite-only event etc.
Figma Playground
Plan limits - Nudges to convert a free plan user to Premium
Problem Statement: Lack of nudges across various touchpoints of the product like team member limit, exhibitor limit, speaker limit etc. to convert a free user to premium or upsell features like add-ons/metered pricing.
This feature resulted in generating significant $$ for the business.
Figma Playground
Improving Activation Funnel
Problem: Users were dropping off after signing up for the service - 16% conversion from sign up to activation.
Designed a completely new onboarding experience capturing customer data in detail (for better segmentation/targeting for marketing), viewing demo airmeets before starting your first airmeet, getting started experience etc.
Initiatives led to a 3x jump in activation rate from 16% to 55%.
Figma Playground
Subscription Management Experience
Problem: Inability to downgrade, or upgrade to a new plan resulting in attrition of paid customers.
We built a pause subscription experience to solve this problem.
Case Study below👇
