Year: 2023
Building Perkbox’s self-serve renewal from zero-to-one
How I redesigned renewals into a product-led monetisation flow — cutting AM reliance and driving +10% ACV / +19% RR.
Year: 2023
Building Perkbox’s self-serve renewal from zero-to-one
How I redesigned renewals into a product-led monetisation flow — cutting AM reliance and driving +10% ACV / +19% RR.
Year: 2023
Building Perkbox’s self-serve renewal from zero-to-one
How I redesigned renewals into a product-led monetisation flow — cutting AM reliance and driving +10% ACV / +19% RR.
As a result
60%
System adoption
60%
System adoption
60%
System adoption
60%
System adoption
+10%
Annual Contract Value
+10%
Annual Contract Value
+10%
Annual Contract Value
+10%
Annual Contract Value
4x
Speed of completion
4x
Speed of completion
4x
Speed of completion
4x
Speed of completion
My role
As Design Lead, I owned the product strategy and hands-on design work — from early discovery through launch.
— Delivered end-to-end design — from discovery and hands-on craft to final design QA.
— Crafted a holistic design vision that shaped our product strategy.
— Collaborated on defining experiment scope and prioritisation based on potential revenue impact and time-to-signal.
— Facilitated workshops and led system mapping sessions.
— Provided guidance to talented Mid Designer Miriam Khenissi during final user testing, polish, and cancellation flow design.
My role
As Design Lead, I owned the product strategy and hands-on design work — from early discovery through launch.
— Delivered end-to-end design — from discovery and hands-on craft to final design QA.
— Crafted a holistic design vision that shaped our product strategy.
— Collaborated on defining experiment scope and prioritisation based on potential revenue impact and time-to-signal.
— Facilitated workshops and led system mapping sessions.
— Provided guidance to talented Mid Designer Miriam Khenissi during final user testing, polish, and cancellation flow design.
My role
As Design Lead, I owned the product strategy and hands-on design work — from early discovery through launch.
— Delivered end-to-end design — from discovery and hands-on craft to final design QA.
— Crafted a holistic design vision that shaped our product strategy.
— Collaborated on defining experiment scope and prioritisation based on potential revenue impact and time-to-signal.
— Facilitated workshops and led system mapping sessions.
— Provided guidance to talented Mid Designer Miriam Khenissi during final user testing, polish, and cancellation flow design.
My role
As Design Lead, I owned the product strategy and hands-on design work — from early discovery through launch.
— Delivered end-to-end design — from discovery and hands-on craft to final design QA.
— Crafted a holistic design vision that shaped our product strategy.
— Collaborated on defining experiment scope and prioritisation based on potential revenue impact and time-to-signal.
— Facilitated workshops and led system mapping sessions.
— Provided guidance to talented Mid Designer Miriam Khenissi during final user testing, polish, and cancellation flow design.
Collaboration
The project spanned 3 teams and involved around 30 people, including key stakeholders such as the CPO and COO.
DRIVERS
Design Lead ← 👋 Me
Product Manager
Engineering Manager
Mid Product Designer (later)
CONTRIBUTORS
Software Engineers x 7
STAKEHOLDERS INVOLVED
Head of Growth
Account Managers x 2
CPO
COO
Director of Product
Collaboration
The project spanned 3 teams and involved around 30 people, including key stakeholders such as the CPO and COO.
DRIVERS
Design Lead ← 👋 Me
Product Manager
Engineering Manager
Mid Product Designer (later)
CONTRIBUTORS
Software Engineers x 7
STAKEHOLDERS INVOLVED
Head of Growth
Account Managers x 2
CPO
COO
Director of Product
Collaboration
The project spanned 3 teams and involved around 30 people, including key stakeholders such as the CPO and COO.
DRIVERS
Design Lead ← 👋 Me
Product Manager
Engineering Manager
Mid Product Designer (later)
CONTRIBUTORS
Software Engineers x 7
STAKEHOLDERS INVOLVED
Head of Growth
Account Managers x 2
CPO
COO
Director of Product
Collaboration
The project spanned 3 teams and involved around 30 people, including key stakeholders such as the CPO and COO.
DRIVERS
Design Lead ← 👋 Me
Product Manager
Engineering Manager
Mid Product Designer (later)
CONTRIBUTORS
Software Engineers x 7
STAKEHOLDERS INVOLVED
Head of Growth
Account Managers x 2
CPO
COO
Director of Product
01. Context
01. Context
01. Context
01. Context
What is Perkbox
Perkbox is a B2B2C employee benefits platform with a per-seat licensing model.
Revenue is generated through three streams:
1. Seat-based subscriptions (primary monetisation driver)
2. Partner margins on redeemed perks
3. Paid add-on services
The budget authority sits with HR leadership, while the platform is operated by HR managers and used by employees across the organisation.
What is Perkbox
Perkbox is a B2B2C employee benefits platform with a per-seat licensing model.
Revenue is generated through three streams:
1. Seat-based subscriptions (primary monetisation driver)
2. Partner margins on redeemed perks
3. Paid add-on services
The budget authority sits with HR leadership, while the platform is operated by HR managers and used by employees across the organisation.
What is Perkbox
Perkbox is a B2B2C employee benefits platform with a per-seat licensing model.
Revenue is generated through three streams:
1. Seat-based subscriptions (primary monetisation driver)
2. Partner margins on redeemed perks
3. Paid add-on services
The budget authority sits with HR leadership, while the platform is operated by HR managers and used by employees across the organisation.
What is Perkbox
Perkbox is a B2B2C employee benefits platform with a per-seat licensing model.
Revenue is generated through three streams:
1. Seat-based subscriptions (primary monetisation driver)
2. Partner margins on redeemed perks
3. Paid add-on services
The budget authority sits with HR leadership, while the platform is operated by HR managers and used by employees across the organisation.
The problem
Manual renewals were no longer scalable.
By 2022, renewals were still handled via AM-led negotiation. With only a small AM team managing 2,000+ contracts, the process became a revenue leakage risk, created operational drag, and made retention outcomes unpredictable.
The problem
Manual renewals were no longer scalable.
By 2022, renewals were still handled via AM-led negotiation. With only a small AM team managing 2,000+ contracts, the process became a revenue leakage risk, created operational drag, and made retention outcomes unpredictable.
The problem
Manual renewals were no longer scalable.
By 2022, renewals were still handled via AM-led negotiation. With only a small AM team managing 2,000+ contracts, the process became a revenue leakage risk, created operational drag, and made retention outcomes unpredictable.
The problem
Manual renewals were no longer scalable.
By 2022, renewals were still handled via AM-led negotiation. With only a small AM team managing 2,000+ contracts, the process became a revenue leakage risk, created operational drag, and made retention outcomes unpredictable.
CLIENT PROBLEM
Renewal process stretched 1–2 months
Causing decision fatigue and internal delays.
Pricing lacked clarity
The process could take 1-2 months.
No clear renewal trigger
Clients depended on AM outreach instead of product signals.
CLIENT PROBLEM
Renewal process stretched 1–2 months
Causing decision fatigue and internal delays.
Pricing lacked clarity
The process could take 1-2 months.
No clear renewal trigger
Clients depended on AM outreach instead of product signals.
CLIENT PROBLEM
Renewal process stretched 1–2 months
Causing decision fatigue and internal delays.
Pricing lacked clarity
The process could take 1-2 months.
No clear renewal trigger
Clients depended on AM outreach instead of product signals.
CLIENT PROBLEM
Renewal process stretched 1–2 months
Causing decision fatigue and internal delays.
Pricing lacked clarity
The process could take 1-2 months.
No clear renewal trigger
Clients depended on AM outreach instead of product signals.
PERKBOX PROBLEM
Low Renewal Rate(RR)
Clients churned before reaching value-confirmation moments.
Low Annual Contract Value(ACV)
AMs applied last-minute discretionary discounts, reducing predictable revenue per contract.
High OpEx
Renewals depended on human negotiation loops, limiting scalability.
PERKBOX PROBLEM
Low Renewal Rate(RR)
Clients churned before reaching value-confirmation moments.
Low Annual Contract Value(ACV)
AMs applied last-minute discretionary discounts, reducing predictable revenue per contract.
High OpEx
Renewals depended on human negotiation loops, limiting scalability.
PERKBOX PROBLEM
Low Renewal Rate(RR)
Clients churned before reaching value-confirmation moments.
Low Annual Contract Value(ACV)
AMs applied last-minute discretionary discounts, reducing predictable revenue per contract.
High OpEx
Renewals depended on human negotiation loops, limiting scalability.
PERKBOX PROBLEM
Low Renewal Rate(RR)
Clients churned before reaching value-confirmation moments.
Low Annual Contract Value(ACV)
AMs applied last-minute discretionary discounts, reducing predictable revenue per contract.
High OpEx
Renewals depended on human negotiation loops, limiting scalability.
Research and initial analysis
What did we have before?
To understand where revenue was leaking, I led a structured diagnosis of the renewal journey — mapping not just user friction, but where value perception and contract authority diverged.
Using data analysis, qualitative interviews, and direct insight from Account Managers, PM and I identified three critical stages where clients either failed to see value or required human intervention to proceed.
Research and initial analysis
What did we have before?
To understand where revenue was leaking, I led a structured diagnosis of the renewal journey — mapping not just user friction, but where value perception and contract authority diverged.
Using data analysis, qualitative interviews, and direct insight from Account Managers, PM and I identified three critical stages where clients either failed to see value or required human intervention to proceed.
Research and initial analysis
What did we have before?
To understand where revenue was leaking, I led a structured diagnosis of the renewal journey — mapping not just user friction, but where value perception and contract authority diverged.
Using data analysis, qualitative interviews, and direct insight from Account Managers, PM and I identified three critical stages where clients either failed to see value or required human intervention to proceed.
Research and initial analysis
What did we have before?
To understand where revenue was leaking, I led a structured diagnosis of the renewal journey — mapping not just user friction, but where value perception and contract authority diverged.
Using data analysis, qualitative interviews, and direct insight from Account Managers, PM and I identified three critical stages where clients either failed to see value or required human intervention to proceed.
Awareness
Gets informed about upcoming renewal date
There is no automated system notification for upcoming renewals; users rely on manual communication from Account Managers.
Value estimation
Decides whether to renew or cancel their subscription
No easy way to quickly evaluate Perkbox’s ROI, making renewal decisions harder. No cancellation flow to retain clients.
Fixing terms
Finalises contract terms
No self-serve option to adjust contract length, terms or pricing—requires manual negotiation.
STAGE
EVENT
PAIN
POINT
Awareness
Gets informed about upcoming renewal date
There is no automated system notification for upcoming renewals; users rely on manual communication from Account Managers.
Value estimation
Decides whether to renew or cancel their subscription
No easy way to quickly evaluate Perkbox’s ROI, making renewal decisions harder. No cancellation flow to retain clients.
Fixing terms
Finalises contract terms
No self-serve option to adjust contract length, terms or pricing—requires manual negotiation.
STAGE
EVENT
PAIN
POINT
Awareness
Gets informed about upcoming renewal date
There is no automated system notification for upcoming renewals; users rely on manual communication from Account Managers.
Value estimation
Decides whether to renew or cancel their subscription
No easy way to quickly evaluate Perkbox’s ROI, making renewal decisions harder. No cancellation flow to retain clients.
Fixing terms
Finalises contract terms
No self-serve option to adjust contract length, terms or pricing—requires manual negotiation.
Awareness
Awareness
Gets informed about upcoming renewal date
Gets informed about upcoming renewal date
There is no automated system notification for upcoming renewals; users rely on manual communication from Account Managers.
There is no automated system notification for upcoming renewals; users rely on manual communication from Account Managers.
Value estimation
Value estimation
Decides whether to renew or cancel their subscription
Decides whether to renew or cancel their subscription
No easy way to quickly evaluate Perkbox’s ROI, making renewal decisions harder. No cancellation flow to retain clients.
No easy way to quickly evaluate Perkbox’s ROI, making renewal decisions harder. No cancellation flow to retain clients.
Fixing terms
Fixing terms
Finalises contract terms
Finalises contract terms
No self-serve option to adjust contract length, terms or pricing—requires manual negotiation.
No self-serve option to adjust contract length, terms or pricing—requires manual negotiation.
Complexity of the problem
Indirect communication with the buyer
The situation was complex because we weren’t negotiating with the final decision-maker.
Instead, our team was speaking with the buyer’s report, who needed to align her recommendation with her manager.
Complexity of the problem
Indirect communication with the buyer
The situation was complex because we weren’t negotiating with the final decision-maker.
Instead, our team was speaking with the buyer’s report, who needed to align her recommendation with her manager.
Complexity of the problem
Indirect communication with the buyer
The situation was complex because we weren’t negotiating with the final decision-maker.
Instead, our team was speaking with the buyer’s report, who needed to align her recommendation with her manager.
Complexity of the problem
Indirect communication with the buyer
The situation was complex because we weren’t negotiating with the final decision-maker.
Instead, our team was speaking with the buyer’s report, who needed to align her recommendation with her manager.
Renewal coordinator
Laura, HR Manager
— Runs the renewal process
— ⚠️ Doesn’t make financial decisions ⚠️
Renewal coordinator
Laura, HR Manager
— Runs the renewal process
— ⚠️ Doesn’t make financial decisions ⚠️
Renewal coordinator
Laura, HR Manager
— Runs the renewal process
— ⚠️ Doesn’t make financial decisions ⚠️
Renewal coordinator
Laura, HR Manager
— Runs the renewal process
— ⚠️ Doesn’t make financial decisions ⚠️
Actual buyer
Renu, Director of People
— ⚠️ Doesn’t talk directly to our team
— Manages the budget
Actual buyer
Renu, Director of People
— ⚠️ Doesn’t talk directly to our team
— Manages the budget
Actual buyer
Renu, Director of People
— ⚠️ Doesn’t talk directly to our team
— Manages the budget
Actual buyer
Renu, Director of People
— ⚠️ Doesn’t talk directly to our team
— Manages the budget
Awareness
Awareness
Gets informed about upcoming renewal date
Gets informed about upcoming renewal date
There is no automated system notification for upcoming renewals; users rely on manual communication from Account Managers.
There is no automated system notification for upcoming renewals; users rely on manual communication from Account Managers.
Value estimation
Value estimation
Decides whether to renew or cancel their subscription
Decides whether to renew or cancel their subscription
No easy way to quickly evaluate Perkbox’s ROI, making renewal decisions harder. No cancellation flow to retain clients.
No easy way to quickly evaluate Perkbox’s ROI, making renewal decisions harder. No cancellation flow to retain clients.
Fixing terms
Fixing terms
Finalises contract terms
Finalises contract terms
No self-serve option to adjust contract length, terms or pricing—requires manual negotiation.
No self-serve option to adjust contract length, terms or pricing—requires manual negotiation.
The goals
Making renewals faster, clearer, and more transparent
We believed that building a self-serve renewal system would reduce friction, clarify value, and improve our monetisation levers.
The goals
Making renewals faster, clearer, and more transparent
We believed that building a self-serve renewal system would reduce friction, clarify value, and improve our monetisation levers.
The goals
Making renewals faster, clearer, and more transparent
We believed that building a self-serve renewal system would reduce friction, clarify value, and improve our monetisation levers.
The goals
Making renewals faster, clearer, and more transparent
We believed that building a self-serve renewal system would reduce friction, clarify value, and improve our monetisation levers.
Business
Increase client retention by activating core monetization levers — specifically lifting ACV and RR .
Decrease OpEx(Operating expenses)
Business
Increase client retention by activating core monetization levers — specifically lifting ACV and RR .
Decrease OpEx(Operating expenses)
Business
Increase client retention by activating core monetization levers — specifically lifting ACV and RR .
Decrease OpEx(Operating expenses)
Business
Increase client retention by activating core monetization levers — specifically lifting ACV and RR .
Decrease OpEx(Operating expenses)
Product
Increase renewal completion rate
Decrease cancellation rate
Minimum 50% Self-serve adoption
Product
Increase renewal completion rate
Decrease cancellation rate
Minimum 50% Self-serve adoption
Product
Increase renewal completion rate
Decrease cancellation rate
Minimum 50% Self-serve adoption
Product
Increase renewal completion rate
Decrease cancellation rate
Minimum 50% Self-serve adoption
Design (User outcomes)
Decrease the time and friction
Improve the price clarity and fairness
Increase awareness of renewal
Design (User outcomes)
Decrease the time and friction
Improve the price clarity and fairness
Increase awareness of renewal
Design (User outcomes)
Decrease the time and friction
Improve the price clarity and fairness
Increase awareness of renewal
Design (User outcomes)
Decrease the time and friction
Improve the price clarity and fairness
Increase awareness of renewal
02. Initial experiments
02. Initial experiments
02. Initial experiments
02. Initial experiments
Early value-signal triggers
Enhancing renewal awareness and surfacing value sooner
To increase renewal awareness, we ran a series of low-effort MVP experiments — including A/B/C variants of CRM emails and in-product banners — each designed to surface contract value signals earlier through embedded usage and savings insights.
We also introduced a lightweight term-adjustment option with AM handoff via Intercom, giving users a controlled way to explore savings on longer contracts before full automation.
Early value-signal triggers
Enhancing renewal awareness and surfacing value sooner
To increase renewal awareness, we ran a series of low-effort MVP experiments — including A/B/C variants of CRM emails and in-product banners — each designed to surface contract value signals earlier through embedded usage and savings insights.
We also introduced a lightweight term-adjustment option with AM handoff via Intercom, giving users a controlled way to explore savings on longer contracts before full automation.
Early value-signal triggers
Enhancing renewal awareness and surfacing value sooner
To increase renewal awareness, we ran a series of low-effort MVP experiments — including A/B/C variants of CRM emails and in-product banners — each designed to surface contract value signals earlier through embedded usage and savings insights.
We also introduced a lightweight term-adjustment option with AM handoff via Intercom, giving users a controlled way to explore savings on longer contracts before full automation.
Early value-signal triggers
Enhancing renewal awareness and surfacing value sooner
To increase renewal awareness, we ran a series of low-effort MVP experiments — including A/B/C variants of CRM emails and in-product banners — each designed to surface contract value signals earlier through embedded usage and savings insights.
We also introduced a lightweight term-adjustment option with AM handoff via Intercom, giving users a controlled way to explore savings on longer contracts before full automation.
Users review Perkbox performance on the Admin dashboard → click Renew → select a plan, and adjust terms via Intercom. Once confirmed, the system sends the renewal contract.
Initial success and invaluable learnings
Initial success and invaluable learnings
Initial success and invaluable learnings
Initial success and invaluable learnings
The experiments increased awareness and engagement, but only 11% completed the flow independently, and just 8% chose longer-term contracts.
This signalled early interest but low conversion confidence, which told us the value signal wasn’t strong enough to trigger commitment — we needed to understand why.
POSITIVE
+8% Renewal Rate
We observed an improvement in completion rates.
POSITIVE
+8% Renewal Rate
We observed an improvement in completion rates.
POSITIVE
+8% Renewal Rate
We observed an improvement in completion rates.
POSITIVE
+8% Renewal Rate
We observed an improvement in completion rates.
NEGATIVE
Only 11% adoption
Most users continued to rely on the manual process
NEGATIVE
Only 11% adoption
Most users continued to rely on the manual process
NEGATIVE
Only 11% adoption
Most users continued to rely on the manual process
NEGATIVE
Only 11% adoption
Most users continued to rely on the manual process
03. Designing for flexible pricing
03. Designing for flexible pricing
03. Designing for flexible pricing
03. Designing for flexible pricing
Some more user research
Understanding what blocked adoption
We analysed the low adoption rate (11%) of the first self-serve release to understand what stopped users from completing the renewal online.
Some more user research
Understanding what blocked adoption
We analysed the low adoption rate (11%) of the first self-serve release to understand what stopped users from completing the renewal online.
Some more user research
Understanding what blocked adoption
We analysed the low adoption rate (11%) of the first self-serve release to understand what stopped users from completing the renewal online.
Some more user research
Understanding what blocked adoption
We analysed the low adoption rate (11%) of the first self-serve release to understand what stopped users from completing the renewal online.
INSIGHT 1
Over 90% of clients adjusted contract terms
Term adjustment was a critical expectation, but our first release didn’t support it. Without flexibility, users couldn’t align contract value with their internal approval process.
INSIGHT 1
Over 90% of clients adjusted contract terms
Term adjustment was a critical expectation, but our first release didn’t support it. Without flexibility, users couldn’t align contract value with their internal approval process.
INSIGHT 1
Over 90% of clients adjusted contract terms
Term adjustment was a critical expectation, but our first release didn’t support it. Without flexibility, users couldn’t align contract value with their internal approval process.
INSIGHT 1
Over 90% of clients adjusted contract terms
Term adjustment was a critical expectation, but our first release didn’t support it. Without flexibility, users couldn’t align contract value with their internal approval process.
INSIGHT 2
Budgets were fixed early in the financial year
HR teams worked within strict, pre-approved budgets, so any renewal flow that didn’t allow controlled price adjustments created friction and delayed decisions.
INSIGHT 2
Budgets were fixed early in the financial year
HR teams worked within strict, pre-approved budgets, so any renewal flow that didn’t allow controlled price adjustments created friction and delayed decisions.
INSIGHT 2
Budgets were fixed early in the financial year
HR teams worked within strict, pre-approved budgets, so any renewal flow that didn’t allow controlled price adjustments created friction and delayed decisions.
INSIGHT 2
Budgets were fixed early in the financial year
HR teams worked within strict, pre-approved budgets, so any renewal flow that didn’t allow controlled price adjustments created friction and delayed decisions.
Designing contract adjustment
Aligning on design direction
The ideation workshop I led surfaced two key concepts: a step-by-step wizard, and a dynamic dashboard showing all contract terms—including price—on a single screen.
Designing contract adjustment
Aligning on design direction
The ideation workshop I led surfaced two key concepts: a step-by-step wizard, and a dynamic dashboard showing all contract terms—including price—on a single screen.
Designing contract adjustment
Aligning on design direction
The ideation workshop I led surfaced two key concepts: a step-by-step wizard, and a dynamic dashboard showing all contract terms—including price—on a single screen.
Designing contract adjustment
Aligning on design direction
The ideation workshop I led surfaced two key concepts: a step-by-step wizard, and a dynamic dashboard showing all contract terms—including price—on a single screen.
V1: Step-by-step wizard
Users edit one term at a time, progressing step by step.
V2: Dynamic dashboard
Users can view all terms on one page and instantly see how each change affects the price.
Aligning with stakeholders
Aligning with stakeholders
Aligning with stakeholders
Aligning with stakeholders
Some stakeholders pushed for a wizard flow because it offered more upsell moments. I argued that in B2B renewals, transparency and control build more trust than aggressive prompts.
Showing pricing impact directly in a dashboard creates confidence instead of resistance.
Securing engineer support
Securing engineer support
Securing engineer support
Securing engineer support
I brought engineering in early, and they confirmed the dashboard was technically cleaner and more scalable.
I also aligned with engineers who supported the dashboard idea and confirmed it was technically feasible.
Our decision
Our decision
Our decision
Our decision
Rather than debating opinions, we treated both options as hypotheses and ran quick concept validation sessions — one cohort tested the wizard, another the dashboard. That gave us a clear direction without burning engineering time.
I also aligned with engineers who supported the dashboard idea and confirmed it was technically feasible.
Concept validation
A/B user test results favoured the dashboard
In the concept validation user tests, users clearly preferred the dashboard for its flexibility, but both flows surfaced the same concern — unclear pricing.
With that signal, we moved forward with the dashboard and adjusted the UX by renaming the action to “Review the contract” and adding a clear price breakdown to reinforce transparency.
Concept validation
A/B user test results favoured the dashboard
In the concept validation user tests, users clearly preferred the dashboard for its flexibility, but both flows surfaced the same concern — unclear pricing.
With that signal, we moved forward with the dashboard and adjusted the UX by renaming the action to “Review the contract” and adding a clear price breakdown to reinforce transparency.
Concept validation
A/B user test results favoured the dashboard
In the concept validation user tests, users clearly preferred the dashboard for its flexibility, but both flows surfaced the same concern — unclear pricing.
With that signal, we moved forward with the dashboard and adjusted the UX by renaming the action to “Review the contract” and adding a clear price breakdown to reinforce transparency.
Concept validation
A/B user test results favoured the dashboard
In the concept validation user tests, users clearly preferred the dashboard for its flexibility, but both flows surfaced the same concern — unclear pricing.
With that signal, we moved forward with the dashboard and adjusted the UX by renaming the action to “Review the contract” and adding a clear price breakdown to reinforce transparency.
Reflecting on user tests we've changed the button label to "Review the contract" and added the breakdown of the final price for better clarity
Releasing the dashboard MVP
A 33% bounce on dashboard step! 😱
We messaged all 60 and ran quick interviews. The main issue wasn’t functionality — it was clarity.
HR users didn’t relate to “Number of Seats” and found the screen visually noisy.
We treated it as a fast iteration — switched the copy to “Number of Employees” and simplified the visual hierarchy to make the next action obvious.
Releasing the dashboard MVP
A 33% bounce on dashboard step! 😱
We messaged all 60 and ran quick interviews. The main issue wasn’t functionality — it was clarity.
HR users didn’t relate to “Number of Seats” and found the screen visually noisy.
We treated it as a fast iteration — switched the copy to “Number of Employees” and simplified the visual hierarchy to make the next action obvious.
Releasing the dashboard MVP
A 33% bounce on dashboard step! 😱
We messaged all 60 and ran quick interviews. The main issue wasn’t functionality — it was clarity.
HR users didn’t relate to “Number of Seats” and found the screen visually noisy.
We treated it as a fast iteration — switched the copy to “Number of Employees” and simplified the visual hierarchy to make the next action obvious.
Releasing the dashboard MVP
A 33% bounce on dashboard step! 😱
We messaged all 60 and ran quick interviews. The main issue wasn’t functionality — it was clarity.
HR users didn’t relate to “Number of Seats” and found the screen visually noisy.
We treated it as a fast iteration — switched the copy to “Number of Employees” and simplified the visual hierarchy to make the next action obvious.
Polishing the release
More copy and craft uplift
In the next iteration, we cleaned up the page visually — removed gradient branding, reduced visual noise, and shifted to a more neutral, professional look.
We also brought pricing calculations out of hiding and placed them clearly in the right column, so the cost impact was transparent without scrolling or guessing.
Polishing the release
More copy and craft uplift
In the next iteration, we cleaned up the page visually — removed gradient branding, reduced visual noise, and shifted to a more neutral, professional look.
We also brought pricing calculations out of hiding and placed them clearly in the right column, so the cost impact was transparent without scrolling or guessing.
Polishing the release
More copy and craft uplift
In the next iteration, we cleaned up the page visually — removed gradient branding, reduced visual noise, and shifted to a more neutral, professional look.
We also brought pricing calculations out of hiding and placed them clearly in the right column, so the cost impact was transparent without scrolling or guessing.
Polishing the release
More copy and craft uplift
In the next iteration, we cleaned up the page visually — removed gradient branding, reduced visual noise, and shifted to a more neutral, professional look.
We also brought pricing calculations out of hiding and placed them clearly in the right column, so the cost impact was transparent without scrolling or guessing.
Final version: Users review Perkbox performance on the Admin dashboard → click Renew → adjust terms using the dynamic dashboard → select a plan → review final terms. Once confirmed, the system sends the renewal contract.
Result — Adoption and Confidence Shift
Result — Adoption and Confidence Shift
Result — Adoption and Confidence Shift
Result — Adoption and Confidence Shift
Through these iterations — dashboard experiments, copy fixes, branch flows, and craft uplift — adoption grew significantly.
Support tickets dropped, and users began completing renewals self-serve instead of escalating to account managers — a clear shift from dependency to confidence.
POSITIVE
+49% adoption increase 🎉 🎉 🎉
We observed an improvement in completion rates.
+6% clients won back
The process could take 1-2 months.
Positive user feedback
Last but not least, the system received highly positive feedback from clients.
POSITIVE
+49% adoption increase 🎉 🎉 🎉
We observed an improvement in completion rates.
+6% clients won back
The process could take 1-2 months.
Positive user feedback
Last but not least, the system received highly positive feedback from clients.
POSITIVE
+49% adoption increase 🎉 🎉 🎉
We observed an improvement in completion rates.
+6% clients won back
The process could take 1-2 months.
Positive user feedback
Last but not least, the system received highly positive feedback from clients.
POSITIVE
+49% adoption increase 🎉 🎉 🎉
We observed an improvement in completion rates.
+6% clients won back
The process could take 1-2 months.
Positive user feedback
Last but not least, the system received highly positive feedback from clients.
04. Final results
04. Final results
04. Final results
04. Final results
60%
Total adoption
The system is now in use by over 60% of existing clients.
4x
Renewals process speed
The renewal process is now 4x faster.
+19%
Renewal rate (RR)
Renewal churn dropped significantly.
+10%
Annual Client Value (ACV)
Eventually, Annual Client Value rose significantly.
60%
Total adoption
The system is now in use by over 60% of existing clients.
4x
Renewals process speed
The renewal process is now 4x faster.
+19%
Renewal rate (RR)
Renewal churn dropped significantly.
+10%
Annual Client Value (ACV)
Eventually, Annual Client Value rose significantly.
60%
Total adoption
The system is now in use by over 60% of existing clients.
4x
Renewals process speed
The renewal process is now 4x faster.
+19%
Renewal rate (RR)
Renewal churn dropped significantly.
+10%
Annual Client Value (ACV)
Eventually, Annual Client Value rose significantly.
60%
Total adoption
The system is now in use by over 60% of existing clients.
4x
Renewals process speed
The renewal process is now 4x faster.
+19%
Renewal rate (RR)
Renewal churn dropped significantly.
+10%
Annual Client Value (ACV)
Eventually, Annual Client Value rose significantly.
Impact on users
Easy to use comprehensive system
New system raises client awareness, improves price clarity and fairness and massively increas renewal speed more than 4 times.
Impact on users
Easy to use comprehensive system
New system raises client awareness, improves price clarity and fairness and massively increas renewal speed more than 4 times.
Impact on users
Easy to use comprehensive system
New system raises client awareness, improves price clarity and fairness and massively increas renewal speed more than 4 times.
Impact on users
Easy to use comprehensive system
New system raises client awareness, improves price clarity and fairness and massively increas renewal speed more than 4 times.
Impact on operations
Reduced ops cost. More time for Account Managers to focus on what matters!
Now Account Management and Customer Success teams can focus on solving client problems and strengthening relationships.
Impact on operations
Reduced ops cost. More time for Account Managers to focus on what matters!
Now Account Management and Customer Success teams can focus on solving client problems and strengthening relationships.
Impact on operations
Reduced ops cost. More time for Account Managers to focus on what matters!
Now Account Management and Customer Success teams can focus on solving client problems and strengthening relationships.
Impact on operations
Reduced ops cost. More time for Account Managers to focus on what matters!
Now Account Management and Customer Success teams can focus on solving client problems and strengthening relationships.
05. Reflection
05. Reflection
05. Reflection
05. Reflection
The challenges and learnings
Key learnings
This project strengthened my ability to design not just features, but revenue systems — where UX decisions directly influence ACV, retention, and operational cost.
It reinforced that in growth and monetization work, precision in edge cases and a continuous discovery loop aren’t “nice to have”—they’re what protect revenue flows at scale.
The challenges and learnings
Key learnings
This project strengthened my ability to design not just features, but revenue systems — where UX decisions directly influence ACV, retention, and operational cost.
It reinforced that in growth and monetization work, precision in edge cases and a continuous discovery loop aren’t “nice to have”—they’re what protect revenue flows at scale.
The challenges and learnings
Key learnings
This project strengthened my ability to design not just features, but revenue systems — where UX decisions directly influence ACV, retention, and operational cost.
It reinforced that in growth and monetization work, precision in edge cases and a continuous discovery loop aren’t “nice to have”—they’re what protect revenue flows at scale.
The challenges and learnings
Key learnings
This project strengthened my ability to design not just features, but revenue systems — where UX decisions directly influence ACV, retention, and operational cost.
It reinforced that in growth and monetization work, precision in edge cases and a continuous discovery loop aren’t “nice to have”—they’re what protect revenue flows at scale.
Want to know more?
What were the trade-offs?
What would I do differently?
What didn’t go the way I expected?..
This is just a glimpse of the story. I'd be delighted to share the full version in a 15 mins presentation. Feel free to drop me a message.
Want to know more?
What were the trade-offs?
What would I do differently?
What didn’t go the way I expected?..
This is just a glimpse of the story. I'd be delighted to share the full version in a 15 mins presentation. Feel free to drop me a message.
Want to know more?
What were the trade-offs?
What would I do differently?
What didn’t go the way I expected?..
This is just a glimpse of the story. I'd be delighted to share the full version in a 15 mins presentation. Feel free to drop me a message.
Want to know more?
What were the trade-offs?
What would I do differently?
What didn’t go the way I expected?..
This is just a glimpse of the story. I'd be delighted to share the full version in a 15 mins presentation. Feel free to drop me a message.
2025. Vahan Hovhannisyan
All rights reserved
2025. Vahan Hovhannisyan
All rights reserved
2025. Vahan Hovhannisyan
All rights reserved
2025. Vahan Hovhannisyan
All rights reserved