Postmark

Driving UX, Strategy, and Development for a High-Impact Pricing Experience

Project Overview

As the lead designer and developer on this project, I transformed Postmark’s pricing page into a conversion-optimized, user-friendly, and scalable experience. This project required deep expertise in UX strategy, front-end engineering, and content management, ensuring a seamless flow from discovery to decision-making.

The result: a pricing page that reduces friction, improves customer confidence, and scales effortlessly with business needs.

Visit Postmark's Pricing Page

Challenges & Objectives

Challenges

  • Complex Pricing Model – Users struggled to understand tiered pricing and overages.
  • Hardcoded Pricing Tables – Updating pricing required dev involvement.
  • Usability & Engagement Issues – The feature table lacked visibility and the mobile experience needed refinement.

Objectives

  • Enhance pricing clarity through better information architecture and design.
  • Increase engagement and conversions with interactive elements.
  • Improve content management flexibility, enabling non-technical teams to make updates

Business Impact & Strategy

Postmark’s pricing update was part of a strategic effort to better align the product’s value with customer needs. Transitioning from a purely usage-based model, we introduced three new tiered plans designed to provide flexibility and clarity. A dynamic overage system was also implemented, rewarding higher-volume customers with reduced rates while maintaining flexibility for fluctuating email volumes.

This new approach has already driven measurable results, contributing to a 20% increase in new business ARR and customer count, reinforcing the success of the pricing model and the critical role of a well-designed pricing experience.

My Role

As the primary strategist, designer, and developer, I executed this project from ideation to deployment, balancing UX, development, and business impact.

Strategy & UX Design

  • Conducted a competitive analysis to identify best practices in pricing UX.
  • Developed an information hierarchy that simplified decision-making.
  • Designed an interactive pricing experience to engage users and reduce confusion.

Web Design & Development

  • Built a modern, conversion-optimized UI with responsive, mobile-friendly layouts.
  • Developed dynamic pricing calculations that update based on user input.
  • Implemented sticky feature tables for improved usability.

Engineering & CMS Integration

  • Replaced static pricing tables with CMS-managed content for easier updates.
  • Built a scalable JavaScript-based pricing calculator for real-time pricing adjustments.
  • Ensured performance and accessibility optimizations for a seamless experience across devices.

Key Features & Solutions

✅ Dynamic Pricing Calculator – Real-time price updates based on volume selection.
✅ Sticky Feature Table – Keeps critical information accessible while scrolling.
✅ CMS-Powered Pricing Management – Enables teams to update pricing effortlessly.
✅ Mobile-First UX Enhancements – Ensures seamless navigation on any device.
✅ Optimized for Performance & Accessibility – Lightweight, fast, and WCAG-compliant.

Before

After

Related Works:

Synack

Synack

During my time at Synack, I helped to achieve their objectives by providing assistance in UX Design, Wordpress Development, and Search Engine Optimization.