Simplifying the pricing of a service / 2017 helps clients deal with the paperwork involved in hiring household help. The price for their service depends on different factors such as age of the household help and work hours per week. Nonetheless, the offer was always presented as three fixed plans from which the customer could choose from, which lead to a lot of confusion. In order to improve this, I tested out different ways of allowing the customer to calculate the real cost of the service.

Initial situation

With the recent re-design of the website we were already able to bring some clarity into the pricing model, but it was clear that a more profound change would be needed. The main challenges were:

Unclear positioning – On the one hand, is a re-seller of insurance, on the other hand the company offers to deal with the paperwork linked to hiring household help. The service aspect, which explains the higher prices, was not obvious in the initial pricing.

Difficult, bureaucratic language – Contrary to’s promise to make the hiring process easier the sign-up process was text-heavy, rich in technical terms and containing contradictory content.

Complicated pricing – The initial pricing presented itself in three plans. The first plan being a fixed price, the second a variable (based on the salary paid to the household staff) and the third one being a flat rate version of the second. From the technical point of view this pricing made sense, but for the users it was not comprehensible.

the three different subscription plans customers had to choose from
a subscription process which was non-responsive and didn't follow the brand guidelines

Finding the right level of transparency

It was clear that the biggest challenge would be to define just the right amount of information to disclose in order to allow customers to take an informed decision without being overwhelmed.

the "insurance agent" approach, a simplistic conversational questionnaire
the "informed decision-maker" approach with transparent pricing

The final proposal

The final solution was a simplified questionnaire that would calculate and display the prices in real-time as the user is changing the input. Additionally, in the price-display area the service offers and insurances are visually separated, in order to distinguish the price of the service from the normal costs of hiring a household help.