IMF
Product Design
Element451 Pricing Model Redesign: A Design-Centered Case Study with AI-Driven Prototyping
Element451’s existing pricing experience was built around four predefined packages tied to a legacy pricing structure. As the company evolved its product offering, the pricing model no longer reflected how products were actually sold or combined. The new strategy introduced a customizable multi-product bundle approach, allowing institutions to build pricing packages based on their specific needs and buyer personas.
Services
Product Design, Strategy, Branding, No-Code Development
Stack
Framer, Figma, Adobe CC
Timeline
3 months
Overview
Element451’s existing pricing experience was built around four predefined packages tied to a legacy pricing structure. As the company evolved its product offering, the pricing model no longer reflected how products were actually sold or combined. The new strategy introduced a customizable multi-product bundle approach, allowing institutions to build pricing packages based on their specific needs and buyer personas.
I led the UX and product design direction for the first phase of this transformation: redesigning the public Pricing Calculator to support the new pricing model while maintaining clarity, usability, and alignment with the existing design system. The work included responsive UX design, pricing logic translation, implementation collaboration, and scalability planning for future pricing-related experiences.
The problem
The previous calculator relied on static package selection and could not support the flexibility or complexity of the new pricing model. The updated system introduced dynamic pricing formulas, buyer-persona-based product relationships, multi-product bundle discounts, and support-tier calculations, all of which needed to be reflected in a customer-facing experience.
The challenge was turning a highly technical pricing engine into an experience that felt simple and approachable for users. At the same time, the calculator needed to remain scalable, responsive across devices, and tightly aligned with backend logic, HubSpot integrations, and Prismic CMS infrastructure.
My role
As the lead Product UX Designer, I was responsible for defining the UX strategy and designing the end-to-end calculator experience. I created wireframes and responsive UI directions in Figma, translated complex pricing logic into user-friendly interactions, and worked closely with developers to ensure the design aligned with implementation realities and future scalability needs.
I also collaborated with stakeholders to balance business goals, technical constraints, accessibility requirements, and user clarity throughout the project.
Approach
The core UX strategy focused on reducing cognitive load while preserving the flexibility of the new pricing system. Instead of exposing users to technical pricing complexity, I designed a lightweight interaction flow where users could select products, define institution size, choose a support level, and instantly receive a customized annual estimate.
The visual design focused on improving readability and clarity by introducing consistent typography, spacing, and layout patterns that supported long-form reading. Interactive elements and modular components were introduced to help users explore data and insights more effectively while maintaining a clean and accessible presentation.A major focus was scalability. The calculator was designed as a modular system capable of supporting future SKUs, pricing tiers, and related pricing experiences. I also paid particular attention to the mobile experience, ensuring the product matrix and pricing relationships remained understandable within constrained screen sizes without sacrificing accessibility or clarity.
Outcome
The project established the UX foundation for Element451’s new pricing ecosystem and transformed the pricing experience from a static package selector into a flexible product configuration tool aligned with the company’s future strategy.
The final solution delivered a clearer and more scalable pricing experience, simplified complex pricing interactions for users, and created alignment between the marketing website, internal pricing infrastructure, and future pricing-related initiatives. The work also laid the groundwork for upcoming updates to the Pricing Features experience and ROI Calculator.
