New pricing and migrations

Problem

Our existing pricing and packaging model wasn’t effective in driving revenue, optimizing our sales resources, and enabling customers to progressively grow with Airtable. Many customers weren’t upgrading beyond our more expensive self-serve plan (Pro) because it was too feature-rich and there weren’t strong upgrade-drivers for our Enterprise plan.

Solution

This called for an overhaul of our pricing model, which meant deprecating one of the less popular self-serve plans (Plus) and introducing a new plan called Business aimed at small businesses and departments within larger organizations that need basic enterprise features (like SSO). Users needed to be able to sign up for Business self-serve, which would allow Sales to focus on our most valuable customers.

Along with these bigger changes, we also planned to introduce new limits onto each plan, redesign all of our upsells, and define how the migration from the old plans to the new plans would work.

Business plan onboarding

Setting up an Airtable organization—a container for all the customer’s Airtable workspaces—was previously a process supported by our Services teams.

Now, we needed to make it easy-to-understand for a user who may not be familiar with other enterprise admin tools. I suggested splitting the flow into two parts—a focused onboarding wizard immediately after checkout that introduced the user to the most important admin concepts and a contextual onboarding tour that guided them through important setup steps in the admin panel.

Organization name: First step of the checkout wizard.

Pricing page redesign

Our pricing page needed updating to correctly display the new plans and position reflect the company’s new enterprise focus. I partnered closely with product marketing to rewrite all the copy and worked with product design to simplify the page visually (minimizing color, removing icons). I also proposed a new IA, splitting out our admin-related features into distinct sections to mirror competitors’ pricing pages and help position Airtable as an enterprise-ready product.

Migration flows

Because we were taking features away from customers and imposing new limits, these migration flows were sensitive and high-visibility—I worked through several rounds of feedback from senior stakeholders across product, marketing, legal, and eng to mitigate risk and preserve as much customer trust as possible.

The Plus plan migration was the most sensitive, as we were deprecating these customers’ plan and initially intended to increase their price per billable user after a grace period. Leadership decided at the last minute to let Plus customers keep their current price, so I included both versions of that informational dialog here.

Initial email: First touchpoint notifying users of the upcoming migration.