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Aligning 10 teams to design a flexible, user-focused buying experience
Outcome
Created a trusted, adaptable buy-flow designed to boost decision-making confidence, reduce churn, and improve usability.
Skills
Team
Platform
Responsive Web
Timeline
9 months
Overview
Xero is a global SaaS leader in cloud accounting, empowering 4.2 million users in over 180 countries. The platform helps small businesses manage core accounting functions, including tax and bank reconciliation, while also handling critical tasks like payroll and payments.
The challenge
To better serve customers, Xero is redesigning its SaaS product packaging to offer more a-la-carte options that would provide more tailored solutions to align with the diverse customer needs and growth trajectories.
My role
Goals
Business goals
User goals
Have more flexibility and control of the feature’s they need and pay for as their business grows and changes in its lifecycle
Constraints & limitations
A series of Co-design workshops based on Design sprint methodology to craft a new experience
Phase 1: Understand
We start to see the problem from different angles based on either what the customer is doing, or thinking and saying to CX/Sales.
Teams bounced insights off each other and helped each other answer some unanswered questions in their own areas.
Phase 2: Ideate and decide
Test & learn
8 Participants
1:1 Interviews
Using a prototype, to understand what users think of the buying experience
3 Regions
Insight 1
Flexibility with Control
Users appreciated the ability to customise their plans with add-ons, enabling them to evaluate and choose features based on their specific business needs and priorities. However, they also wanted clear guidance to avoid feeling overwhelmed by the breadth of options.
Solution
An accessible and helpful feature comparison table along with an build your own plan tool.
Insight 2
Deliver Information at the Right Time
Users need relevant information presented contextually and incrementally. Striking a balance between too much information and too little is critical. Clear hierarchies of information and staged decision points empower users to make informed choices without cognitive overload.
Solution
A trusted recommendation model that empowers users to make informed decisions.
Insight 3
The Plan Decision is Ongoing
Choosing a plan isn’t a one-time decision. As users’ businesses evolve, so do their needs. The system should support re-evaluation and adjustment whenever necessary, providing a seamless and accessible way to make changes.
Solution
A scalable buy-flow, future-proofed to tailor to customer’s growing needs
Learnings
Learnings 1
Unite Everyone on a User-Centered Vision
Keep the user at the forefront to ensure their needs are the loudest voice in the room. Align all teams on this shared purpose to drive consistent decisions and outcomes.
Learnings 2
Understand Tech Constraints and align work with team Roadmaps and OKRs
Understanding each team’s technical constraints enables productive collaboration. Together, define MVP, MLP, and MMP to balance scope and deliver impactful outcomes
Avoid positioning your project as a favor. Instead, align efforts with team roadmaps and OKRs to ensure shared ownership and progress.
What I would do differently next time
Establish Ownership and Decision-Makers Early
Define roles and responsibilities upfront to avoid design by committee. Clear ownership helps maintain momentum and accountability.