Revenue: 3.5+B
Employees: 3,500
UX Lead; Research, Strategy & Design
Product Managers (2)
Software Engineers (7)
Support Specialist (5)
Copy & Legal Writers (2)
Feb 2024 - Oct 2024
Context
How might we personalize Trinet’s self-serve and lifecycle experiences across pricing tiers - to deliver faster value, build trust, and reduce churn?
There are currently three pricing tiers: Basic, Growth, and Enterprise. While the tiers addressed different company needs, the customer experience across onboarding, funnels, and lifecycle touchpoints was identical.
This “one-size-fits-all” approach caused friction:
Small teams felt overwhelmed and churned early.
Mid-tier accounts underutilized upgrade opportunities.
Enterprise clients felt the experience didn’t match the premium service they paid for.
The result led to stalled retention and flat NPS.
Solution Statement
If we design tier-specific lifecycle experiences that match each customer segment’s goals and level of sophistication, we can help users realize value faster, reduce early churn, and strengthen long-term retention.
By tailoring self-serve flows, in-product nudges, and lifecycle messaging to the unique needs of Basic, Growth, and Enterprise customers, we create a scalable personalization model that delivers measurable impact for both users and the business.
Want more details?
This project is shipped as of January 2024. This is a limited case study, if you're interested to learn more, please contact me.
Business Goals
Increase retention and revenue by delivering tier-specific experiences that boost satisfaction and strengthen Trinet’s brand.
Product Goals
Design a personalized funnel and lifecycle system that adapts to each tier’s needs and accelerates activation and engagement.
User Goals
Help customers find the right plan, onboard smoothly, and realize value quickly with clear, contextual guidance.
Reflection
This project is where I really got to flex my product thinking and collaboration skills. It was my first experience adopting the PLG framework. Beyond just design execution, I helped define how we measure tier-specific success, and co-developed a testing framework with PM and lifecycle marketing to continuously optimize it. The work is still in use today and informed how the company approaches personalization more broadly.
