Role
Product Designer
Duration
1 week
Type
B2B Saas
Weglot, Plans & Billing Redesign
Helping users choose the right plan with confidence.
Weglot is a website translation platform that helps businesses create multilingual websites. This case study explores how I redesigned the Plans & Billing experience to reduce decision friction and help users confidently select the right subscription.
Design process
To redesign the pricing experience, I followed an iterative product design process—from analysing user feedback and identifying friction points to exploring solutions and validating design decisions.
01 Discover
Looking Beyond the Numbers
Understanding the real problem
The goal wasn't simply to redesign a pricing page—it was to understand why users were leaving before selecting a plan.
To investigate the problem, I combined the available evidence from analytics, user feedback and an interface review.
Data analysis
01 Analysis
Funnel
The largest drop-off (57%) occurred before users selected a subscription.
User feedback
“I don’t know which plan to choose.”
"What does 50,000 words actually mean?"
Existing interface
Plans were presented equally, relying on users to compare technical information without guidance.
Insights definition
02 Turning point
Users weren't struggling with pricing.
They were struggling to make a confident decision.
This insight shifted the project from redesigning a pricing page to designing a better decision-making experience.
Design drive
03 Design Focus
Help users choose the right plan, not simply compare subscriptions.
02 Define
Designing for the right user
To keep the redesign focused, I synthesized a primary user profile from the available research.
Emma
Freelance Web Designer
“I don't mind paying more—I just want to be sure I'm choosing the right plan.”
Emma builds websites for freelancers and small businesses expanding into new markets. She's comfortable using SaaS products but isn't familiar with translation-specific metrics like word count or language limits.
She isn't looking for the cheapest plan: she wants confidence that she's making the right choice for both her clients and their future growth.
Goals
Select the right plan with confidence.
Understand the differences between subscriptions quickly.
Avoid paying for features her clients don't need today.
Choose a solution that can scale as her clients grow.
Frustrations
Technical limits feel abstract and difficult to interpret.
It's unclear how her current usage relates to each plan.
Every plan looks similar, making comparisons time-consuming.
She worries about choosing the wrong subscription and having to upgrade again later.
03 Design
Design strategy
The redesign focused on a single objective:
Help users make confident decisions, not simply compare subscriptions.
Three design principles guided the new experience.
Help users understand value before price
Users needed to understand what each plan enables before comparing costs.
Give technical information context
Translation metrics should be explained in a way that's meaningful for non-technical users.
Guide, don't overwhelm
Instead of expecting users to evaluate every option independently, the interface should actively support decision-making.
Current
04 Deliver
From insights to interface
Rather than redesigning isolated components, I rethought the entire page around the user’s decision-making journey.
Starting from the existing experience, I explored a new information hierarchy before moving into high-fidelity designs.
01 Interactive Usage Simulator
The simulator transforms static account information into a planning tool.
Users can explore different plans while immediately understanding how their current usage maps to each subscription.
Supports:
✔ Understanding technical limits
✔ Comparing plans with confidence
✔ Reducing uncertainty
04 Deliver
02 Reframed Plan Hierarchy
The page now introduces the value of each plan before asking users to compare pricing.
This shifts the conversation from cost to suitability.
03 Contextual Guidance
Instead of leaving users to interpret technical information alone, the interface provides clearer explanations and recommendations throughout the upgrade journey.
03 Design
Final experience
With access to users and product analytics, I would validate:
Confidence during plan selection.
Understanding of pricing metrics.
Time required to choose a subscription.
Upgrade conversion.
A future iteration could extend the experience to agencies managing multiple websites, where pricing decisions become more complex.
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