With the team, we analyzed and learned user behaviors, goals, and gained analytics. In Addition, we identified that 1 out of 3 users, who were ready to purchase, would input their credit card information but abandon the experience due to unnecessary steps.
We also learned that within the current Edit Plans experience, users had a hard time comparing plans, comparing pricing, and comparing the features that met their needs. Finally, the current Edit Plans experience was not responsive across all browsers and devices. That problem was addressed by designing a new simplified, intuitive, and responsive experience.