Setting up Gather for paid growth
WEB APP · Growth
A growth initiative to launch pricing changes and motivate Space Admin to upgrade their space and manage their subscriptions.
Responsible for designing the feature end-to-end and writing notification and email copy.
Sep 2022 - Oct 2022
Launched in October
Gather’s mission is to create opportunity and connection for people, no matter where they are. The product aims to serve many use cases across events, education, social, and remote work.
However, remote work presents the largest opportunity for sustainable growth while events and other use cases haven't been as strong post-covid.
Gather aims to shift their main revenue source from one-time events to recurring virtual office subscriptions.
To set up Gather for steady paid growth, we need to capture lost revenue, convert free offices, and offer better support to paid office spaces to keep up retention.
Space Admin can view their plan type and space's capacity utilization while in the space in the Grapes menu.
Receive real time in-app notifications when your space has hit capacity with a clear pathway to upgrade.
Space Admins can view their space capacity utilization while in the space and are notified when their space is over capacity.
Space Admin can then upgrade their space easily with a click.
Space Admins receive real-time notifications when their space becomes full or when a user is prevented from joining the space.
Space Admin can quickly assess the situation and manage their space's capacity with a few clicks.
For example, Gather’s published limit for a free space was 25 users, but we allowed up to 37 users before requiring a paid subscription.
Initially these caps and buffers were in place to encourage growth and get more users into a space to experience the value of Gather.
However, this has led to a collective in lost revenue for Gather as office spaces were operating within the buffers rather than upgrading their space to accommodate more users.
In order to capture lost revenue and convert free offices that should be paid offices based on user numbers, we updated our current user caps and buffers.
A space with 30 users will have a buffer of 3 users rather than 15.
No users allowed beyond the current 25 free tier user limit.
Reduce the user cap for free offices from 25 down to 15 users.
To maintain the trust of our customers and prevent office churn, we aim to transparently communicate changes to our caps and buffers and proactively notify offices when in the buffer and/or hitting a cap.
Provide Space Admins a persistent reminder of their subscription tier and current space capacity with pathways to upgrade.
We actively chose not to show the indicator when capacity is below 80% to avoid highlighting spaces that are under their paid capacity which can fluctuate day-to-day or week-to-week.
I explored many areas to place the capacity indicator from the toolbar to various menus and panels. I landed on nesting the feature in the Grapes menu as it's associated with space management and aligns with the level of importance for Space Admin.
Displays the active number of users in the space.
✦
This panel is used more for identifying teammates and connecting about work, rather than managing space users.
✦
Adding new content to this panel may not be ideal as its busy and dynamic with participant info, statuses, and sections
Add a new indicator icon in the toolbar with a pop-up.
✦
A dedicated icon and pop-up delivers the capacity info without disrupting existing features
✦
May be excessive as space capacity isn't a metric Space Admin need to pay close attention to daily
Contains all space related settings and actions.
✦
Space Admin already use this menu to access space dashboard and settings; Already includes CTA to upgrade
✦
This menu has a simpler, fixed design making it easier to scan and has more space to add new content
User capacity often fluctuates throughout the work day and week. I designed the indicator to illustrate that fluctuation within space capacity limits is perfectly OK. Only when a space is over capacity do we bring more attention and urgency to upgrading the space.
At ≥ 80%, the indicator illustrates to Space Admin that they are currently well within their paid capacity with some space left.
At 100%, the indicator illustrates to Space Admin that they are currently using all of their paid capacity and should think about upgrading if they expect more users to join.
At ≥ 100%, the indicator illustrates to Space Admin that they are currently in the 10% capacity buffer and should upgrade to continue giving access to additional users.
Provide Space admins a real-time notification when their space reaches capacity, has reached maximum capacity, and when a user gets subsequently blocked from entering the space.
When a space is at full capacity, additional users will not be able to join the space. Users will be sent to this page that notifies them of situation and suggests them to reach out to their Space Admin.
Space Member View
Space Admin View
Provide Space admins a clear pathway to upgrade their Free space to a Paid space when they reach the free plan limit of 25 users.
Provide Space admins a clear pathway to increase their paid user capacity when they reach the user limit of their current paid plan.
We saw the biggest increase in paid offices so far after the first month of launching.
Now that free spaces have a hard cap, spaces within the buffer are now upgrading to a paid subscription.
With the launch of the feature, we recognize this level of increase was more of a one-time bump but we expect an overall persisting lift as we are proactively bringing awareness to space capacity utilization.
Design pattern is reusable for other use cases such as Free Trials and other reminders for payment events and errors (e.g., card expiration).
%202.svg)
.svg){kind=icon}