Strategizing Monetizing Patterns for an AI Product
↑28% INCREASE IN CONVERSIONS FOR PAID PRODUCT
"Robin's meticulous design of the Single Plan Recommendation modal helped us scale and strategize our AI product merchandising."
Nicki Leslie
Principal UX Designer | GoDaddy
+28%
rate of new users signups
83%
favoring new designs in testing
$4.4M
bump in
annual revenue
Overview
Since GoDaddy announced, it would be launching its AI product called “GoDaddy Airo ” in January 2023, rethinking its monetization strategy became inevitable, as the current user flows would then become dated and would need to strategize how it would merchandise its paid product with added AI features.
I led the end-to-end monetization strategy for the new AI powered product.
The launch of new designs based on updated strategies led to a 28% increase in new user signups from, driving in a revenue realization of $4.4 million.
Skills Used
Audit, Research, Analysis, UX Design, Prototyping, User-Testing
Team
2 Designers, 1 PM, 1 Content Designer, 4 Engineers
Timeline
3 weeks
BUSINESS OPPORTUNITY
This business opportunity targets a serviceable market exceeding $120M, positioning GoDaddy competitively with a clear, scalable monetization strategy. By focusing on educating and enabling users, we aim to drive adoption and maximize revenue potential in this lucrative space.
USER OPPORTUNITY
This user opportunity focuses on creating a collective communication space that empowers users to sell their products more effectively while building brand presence and trust. By providing an integrated platform, we support their growth and success through enhanced visibility and credibility.
My Role
My task was to design a monetization strategy that allows monetization through relevant touchpoints, while ensuring the customers have a seamless experience
My goal here was to find those relevant touchpoints where we could educate users about the paid product and present and opportunity for monetization.
THINGS I WAS RESPONSIBLE FOR:
Market Analysis and AI products research
Alignment b/w all XFN partners
Visual Design, component design & QA
Context
Hypothesis
What are we trying to do?
Challenge
How might we... restrategize our merchandising patterns that could help us monetize our AI product?
✨
Solution Highlight
A context-based monetization strategy that leverages relevant customer touch-point and naturally presents upgrade opportunity into the user journey
0.1 Merchandising AI Product
VIDEO LOOP
Dual Monetization Strategy
IMAGE
0.2 Sample UI Components
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0.3 Mobile Responsive Designs
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0.4 Illustrations Showcase
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GUIDING QUESTION
What are some common monetization patterns for AI products?
Research
COMPETITIVE DISTINCTION
FOCUS GROUPS
AUDITING
BRAINSTORM WORKSHOP
Competitive Distinction
How can we stand out and create a competitive distinction?
Key Insight:
Creating a chatbot solution would lead to significant tech debt for GoDaddy
💡
Opportunity
Find opportunities within our product ecosystem to enables relationship building
Focus Groups
Reviewed around 100+ FullStory Sessions
💡
Key Insight
Unawareness: Customers did not know conversations existed.
💡
Key Insight
Competitive Distinction: Users are used to working with Gmail / M365
💡
Key Insight
Discoverability: No obvious encounters with Conversations
Auditing Current Experience
Reviewed around 100+ FullStory Sessions
💡
Key Insight
The current Conversations product is very limited
💡
Key Insight
Upgrade experiences relies on customer to find out about the product
💡
Key Insight
Plan offerings and value props are unclear and unintuitive
Brainstorm Workshop
Represented all stakeholders including - Product Manager, Content Strategy, Marketing Manager, other designers.
TURNING POINT
For GoDaddy
to be an aggregator is a more sound business prospect than being a provider
Design Iterations
Guiding Questions
Solving for the core issues
01 - How do you design for Solopreneurs, and Side Hustlers?
02 - What contexts need to be considered?
03 - What’s the ideal experience?
Where is the users?
Figuring out the contextual touchpoints
Working backwards from the ideal
What does the ideal monetization opportunity look like based on user's context
Four key themes emerged thinking about relevant instances. These themes were, Navigation, Context, Awareness, and Conversion. Dividing these themes into two categories, I was able to design two ideal touch-points opportunities - Direct Conversions and Contextual Conversions.
STRATEGY 1
Direct Paywall
Relies on customer to discover the product and buy a paid version for it. The monetization opportunity here is to show our full-plan offerings.
STRATEGY 2
Contextual Paywall
There are multiple contexts that could be leveraged within the product to present the upgrade opportunities.
Single Plan Paywall:
User stumbles upon the product within the product experience and is educated about the paid product possibilities. The opportunity here is to show a single plan to prompt upgrade.
Add-On:
Opportunity for the user to attach Conversations product while buying another similar product.
UpSell:
Once the user upgrades to a similar product, upsell the conversations product with a soft upsell opportunity by offering it as a free trial for 7 days.
Results & Impact
#Metrics
28%
first time signup rates, far exceeding the expected 20%.
#UserTesting
over 72% users responded they now have better understanding of the offerings and opportunities
#NewDesignSystemComponent
Successfully introduced a new pattern of merchandising single plans.
Learnings and Reflection
🏁 Iterate & Improve
Launching is only the beginning, we have to continuously iterate and improve
💡Educate, Enable and Monetize
Taking our users through a journey of education and enabling them will present upgrade as an obvious next step.
🤝 Team Alignment
A product is successful only when all parties align and join hands to work together towards a single mission