Pricing & Packaging
Smarter Packaging That Lifted Average Order Value 11%
ArtistWorks ran on one flat plan, but its flagship feature — personal video feedback from a world-class instructor — was used by fewer than 15% of members and underpriced for the ones who loved it. I split the plan into Standard and Premium, priced the new tier off a Van Westendorp survey, and pushed the number to the top of the range. AOV rose 11%, and nearly half of new members chose Premium.
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From Marketplace to a Membership That Builds With You
TrueFire ran like a course store for 20+ years — browse, buy a course, repeat. I led the work to flip the model: make the subscription the whole product, one membership that includes everything and gets smarter as you improve. The marketing site was the first place that shift had to become real.
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