Phrase

In 2021, Memsource, a top translation management solution, was officially merged with Phrase, a software and digital product localization platform acquired. The unified brand, Phrase, introduces the Phrase Localization Suite - a comprehensive solution combining both powers to revolutionize the localization experience.

As the primary product designer responsible for the Suite/Growth team at Phrase in 2022-2023, I have actively participated in the intriguing development journey of a unified product suite. The result is a scalable Dashboard that focuses on getting users into products as easily as possible, an overarching settings and user invite system, and a unified, straightforward signup and onboarding process.
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Research Insights

To validate the early concepts of Suite, we organized user research sessions with our enterprise users to better understand users' expectations and needs post-login and signup for both products, exploring what users naturally anticipate during the onboarding process. Some of the insights we have gathered include:

• Customizability is crucial - Different user types seek diverse dashboard content
• New users desire a unique onboarding flow, making decisions on preferences during login
• A dropdown tool switch in the top left corner is preferred for easy access and intuitive navigation
• A unified interface is desired, disregarding distinctions between tools for simplicity
• While users generally prefer landing on the dashboard, they are open to return to land on one product’s website

Design Solution

Our design solution aligned with the project goals to introduce users the idea of an integrated product Suite: With a section explaining the product merge, and a new combined sign-up flow with a unified interface across two products. We provided a level of customizability during the sign-up form process and prioritize user needs by serving a straightforward launchpad to products.

The Challenges
• Lack of unified UX and user patterns, and inconsistent visual language across two products
• Brand new product surface with defined sitemap or function (starting from a blank state)
• Different code bases and legacy in two products present extra complexity and obstacles for a lean user journey
• Goals and priorities of Dashboard can be difficult to define, as conflicts might occur between business and user needs

Project #2 Pricing, product usage and subscription management
‍Another main project I have worked on at Phrase is the new subscription and pricing project, which introduced a new pricing model, update subscription and billing flow and communicate product usage.

The Outcomes
‍• Seamless subscription overview and management with clear pricing models
• Communicate product usage metrics limit and the ability to top up
• Shifting from a seat-based to usage-based pricing strategy
• A smooth subscription, upgrade and checkout experience

The Challenges
‍• To Define and communicate new pricing dimensions and usage metrics across 6 existing applications can be very complex
• How to enable new and existing users to purchase additional capacity, add-on products and more
• Accommodating self-serve plans with a sales-led enterprise motion

Research Insights
‍• Users want to see only "differences" and "similarities"
• Users strongly prefer a sticky header - the ability to jump into one of the attributes and then back to the headers of the table
• Ranking the importance of features and showcasing distinguished features are desirable  
• Flexibility with customization options in pricing models is very important for enterprise users

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Project #1 Phrase Product Suite
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The Outcomes • Introduce to users the idea of the integrated Suite
• A new combined sign-up flow and a friendly onboarding process
• Launched a scalable product dashboard that has grown to include multiple additional products
• A unified overarching user & organization settings and user management