Subscription Pricing UX: Why Murally Switched to a ‘Pick a Persona’ Flow

Tech · 4 min read

Murally had a conventional pricing page listing tiers and feature checkboxes, but analytics showed high hesitation—users frequently toggled between plans and abandoned the flow. The product and design teams conducted ethnographic interviews and found users were confused about which tier matched their needs: 'I don't know if I'm a freelancer or a small team' was a recurring refrain.

The redesign foregrounded personas: 'Solo Creator,' 'Studio Lead,' and 'Enterprise Curation.' Each persona was described with a short scenario, recommended plan, and clear examples of how features map to goals (e.g., 'Collaborative canvases for 5–10 artists'). The checkout flow then asked a couple of follow-up questions to refine defaults—team size, frequency of assets—and adjusted pricing and feature recommendations in real time.

After launching the persona flow, Murally saw a 26% reduction in time-to-subscribe and a 15% boost in initial ARPA (average revenue per account). Importantly, early churn among new subscribers declined, which the team attributed to better expectation-setting and fewer 'wrong-fit' purchases. The project illustrates that aligning pricing UX with user mental models often beats ever-more-complex comparison tables.