Freemium Product Portfolio Strategy

Role and responsibilities

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I led the design of the research and ensured outputs could directly inform portfolio strategy.

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This included:
 

• Defining the experimental framework and success metrics

• Overseeing the design of the simulated purchase journey

• Translating behavioral data into commercial recommendations

• Working with stakeholders to connect findings to product strategy

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Approach and methodology

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We designed a large-scale behavioral pricing experiment with ~10,600 participants across the US and UK.

Participants moved through a simulated purchase flow, including:
 

• Marketing page exposure

• Product tier selection

• Add-ons and device coverage decisions

• Checkout
   

This allowed us to model real-world decision-making rather than relying on stated preference alone.

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Key analysis & Key insights

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The analysis focused on:
 

• The impact of tier structure on conversion rates

• Price sensitivity across different product configurations

• The role of add-ons and upsell mechanisms

• Behavioral patterns within the purchase journey
   

We modeled both conversion and revenue outcomes to understand trade-offs between volume and value.

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The research showed:

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• Offering 4–5 tiers increased paid conversion by improving perceived choice and fit

• Price was the dominant driver of product selection, outweighing detailed feature comparisons

• Consumers paid limited attention to specific feature lists during decision-making
   

Additional revenue dynamics included:

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• Add-ons created meaningful opportunities to increase ARPU

• Device coverage options acted as effective upsell levers

• Premium tiers attracted a smaller but disproportionately valuable segment