Product repackaging & pricing redesign

A monetisation architecture for 2026-2028: packaging aligned to personas and usage, with expansion designed in.

Role: Portfolio manager and program manager
TEAM: 3 IT teams, 7-8 developers, with QA, UX and design experts, and data analysts across several teams; finance, sales, legal and customer success as stakeholders

Goal

Replace ad-hoc pricing with a coherent monetisation architecture for 2026-2028, aligning packaging to personas and actual usage so expansion revenue becomes systematic rather than manual, and so each plan has a clear reason to exist.

Context

Pricing had accumulated layers from years of individual launches. Plans overlapped, upgrade paths depended on human intervention, and there was no shared model connecting who a customer is, what they use, and what they pay.

What I did

Worked at portfolio level: assessed the whole product surface for monetisable value before touching a single price point.
Delivered the 2025 pricing redesign as the implemented first step, operating in four currencies and both monthly and annual plans across localised language versions.
Designed the 2026-2028 strategy: automated downgrade and upgrade flows, usage-based pricing, a systematic upsell mechanism, persona-versus-composition bundles, and à la carte features and services.
Modelled packaging against personas and usage patterns rather than feature checklists, so tiers map to real customer shapes.
Ran a continuous experimentation framework: created and scored hypotheses with RICE, prioritised tests, and built a timeline so the redesign was validated rather than launched once and left.
Ran the program across product, finance, sales, legal and support, sequencing what must land together and what can ship independently.

Outcome

Shipped in part — remainder designed

The 2025 pricing redesign is live, yet with room for optimization, bringing a consistent increase in new sales ARPA. The 2026-2028 monetisation strategy is a completed design; implementation is not confirmed.

Stack & methods

Pricing strategyPackaging architectureUsage-based pricingUpsell systems

Public references

Pricing page

Visuals