A few directions we explored and set aside:

1. A slider interaction for choosing subscriber list size.
2. Splitting subscriber limit and billing frequency into a first step, with plan details shown below it.
3. A full pricing comparison table format, which felt too rigid for this page.

For each known problem, here is what changed:

1. Feature limits were difficult to read → We chose three key attributes to highlight per plan, then separated the remaining feature limits from other plan attributes so the top of each column stayed focused.
2. The page lacked “scan-ability” and was cognitively heavy →The same three key attributes were placed in line across all three plans, so value visibly increased from left to right as you scanned across the page.
3. The value of higher-tier plans was not apparent → Plans were reordered, and features were marked with checkmarks for what carried over from the tier below, and plus marks for what was newly gained at each level. This made the value climb visible at a glance.
4. The free plan was taking up space in a layout meant to spotlight paid plans → Removed from the page entirely, so the full layout could focus on paid plans.