In November 2021, Dukaan was gearing up to launch a new subscription plan, ‘Dukaan Lite’, alongside Dukaan Premium. Previously, the platform operated on a Freemium model.
I was tasked with designing the pricing plan page and the purchase flow.
As a newbie designer, I saw this as the perfect opportunity to showcase my skills. I began by studying the pricing pages of popular SaaS products and mood boarding with Mobbin. After several iterations, I came up with a UI for the pricing page.
Several iterations later, I had designed this UI-
I felt proud of my work, knowing how crucial this screen was for the business.
However, during the design review, our VP of Monetisation, Sumit Kapoor, asked about the pre- and post-subscription journey. I was completely clueless—I had only focused on the pricing page itself, not the full journey of the feature.
That moment taught me the importance of always designing with a journey perspective in mind.
Here’s what I’ve learned since then:
Every feature has a journey
For example, a discount coupon feature's journey spans from coupon creation to the final order invoice showing coupon details.
Adopt a top-down approach
Always think through the entire feature journey and identify key user interaction touchpoints.
Every feature has consequences
Introducing a new feature impacts the existing system, so it’s essential to consider multiple scenarios and edge cases while designing.