For this project, I worked closely under Joris (Director of Core Product at Homerun) as the sole Product Designer on the project. I was responsible for translating the pricing strategy overhaul into well thought out UX flows with a branded user centric design. More specifically, my focus was on the introducing a new Plans page within Homerun’s settings and an all-new standalone Self-Checkout experience with its various subscription, upgrade & downgrade pathways.


I was also responsible for collaborating with our front-end and back-end dev teams for the continued development and testing for this technical & edge-case-heavy release.

My design process prioritized a user-centric approach, focusing on clarity, transparency, and intuitive navigation. I built upon Joris' exploratory work, crafting detailed subscription, upgrade, downgrade & cancellation flows tailored to various plans and billing cycles.


Fairly early on during my discovery work in establishing detailed flows and identifying key payment & billing related metadata – I recognised the need for a dedicated & scalable self-checkout page. After solidifying the feature, usage & job slot based pricing system in tandem with key stakeholders in the leadership team, I fleshed out detailed user flows and sketched initial concepts for the plan selection page.

My next priority was identifying key user touch-points for interacting with plans and detailed breakdowns of the metadata associated with each flow. This foundation proved invaluable in establishing the content hierarchy and balance (both static and interactive) on the checkout page. With a fairly small development team and complex business logic, layout reuse and information abstraction were crucial for a seamless user experience across subscription, upgrade, and downgrade actions.


Throughout this highly iterative design process, I was able to add more resolution to both our flows and visual design with each iteration. This was especially challenging since each new variable added to the mix had a trickle-down effect on every other part of the flow.

With a relatively battle-tested and industry standard flow in place, a lot of our points of contention while designing & evaluating these designs were around the little things like navigation patterns, content hierarchy and form elements.


In typical double diamond fashion, my early explorations tended to go pretty wide, and with the small team & the upcoming 'Homerun' rebrand & redesign – my north star was simplicity, familiarity and extensibility. When quick side-by-side heuristic checks weren’t enough to make a decision, I relied heavily on high-fidelity Figma prototypes, loom recordings and the user centric insights of Homerun's Customer Support team.


The 'Order Summary' block for example, a new addition to our components, was one such place which went through numerous rounds of updates throughout the project to make sure it supported all the main & edge use-cases. Similarly, the branded nature of the 'Checkout' page was another visual touch I spearheaded after my initial concepts resonated well with key stakeholders.

One of my major responsibilities was anticipating & dealing with potential pitfalls during payment transitions – navigating the complexities of moving customers from legacy systems, credit, and flexible plans to our new, single-payment system. This required constant vigilance, as unexpected challenges arose during development, requiring quick thinking and collaboration with the development teams.


We tackled intricate edge-cases related to billing methods, SEPA transfers, Stripe checkout, VAT validation etc. – all while maintaining a consistent and reassuring communication style for users. With work steadily progressing both on development proof-of-concepts and in design – I  also took the time to refine and add to our component library.

In the time it took for us to go from idea to shipping this project – I maintained close collaboration with our front-end and back-end development teams, providing ongoing feedback and guidance throughout the implementation process to make sure we upheld Homerun’s high standards for design & usability.


The new pricing pages and self-checkout experience were highly accessible, user-friendly, and consistent with Homerun's brand identity. The plan selection page provided a clear overview of our pricing tiers, while the streamlined checkout page made it simple to subscribe to, upgrade, or downgrade plans.


To ensure a smooth onboarding experience for both new and existing customers, the pricing system was first launched with new users, gradually rolling out to existing customers as their legacy plans or credits expired or were renewed.

In the first quarter following the launch of the updated pricing strategy, Homerun saw a 7% jump in its MRR and a statistically significant increase in new business ARPA (average revenue per account).
As a bonus, it also reduced the amount of payment & billing related support tickets received by Homerun's Customer Team.


By mid 2023, the flexible nature of the pricing project (& our stellar development team) was truly able to shine when it was extended to include a new ‘Mini’ plan and support the migration of all our 1500+ legacy payment customers. All in all – the work we did directly led to a € 32K (20%) increase in MRR.

While I've always work towards designing experiences that are both aesthetically pleasing and user-friendly, this project further honed my ability to strike that delicate balance. It reiterated the importance of aligning creative vision with practical needs to deliver truly impactful solutions.
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Working on this project taught me a lot about the the sensitive nature of payment processes.  Even seemingly straightforward interactions can cause stress and anxiety – which leads me to believe that one of the bigger components of design's success lies in its ability to seamlessly navigate these edge cases.
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The responsibility of designing a pricing system that was both transparent and fair heightened my awareness of design ethics. This experience reinforced my commitment to designing with integrity, ensuring that the system was accessible, understandable, and free from potential biases or unfair practices.