Introduction

I conducted willingness-to-pay research for SingleStore's Business Intelligence platform, validating pricing strategy and identifying untapped revenue opportunities through understanding customer value perception across different market segments.

Role: Senior UX Researcher | Timeline: 4 months

Problem Statement

SingleStore needed to understand how different customer segments valued their BI capabilities and whether their current pricing strategy captured that value. Without clear insight into customer willingness-to-pay, pricing decisions were based on competitive benchmarking rather than customer value perception.

Approach

• Conducted discovery interviews with current and prospective BI customers across company sizes and industries
• Performed Van Westendorp Price Sensitivity Analysis across customer segments
• Tested pricing tiers and feature bundling through concept testing
• Analyzed competitive pricing landscape and customer perception of alternatives
• Segmented findings by company size, industry, and use case to identify pricing opportunities

Solution

Developed pricing strategy recommendations that:

• Aligned pricing with perceived value - Different price points for different customer segments based on willingness-to-pay analysis
• Identified optimal tier structure - Validated feature bundling preferences and pricing tier positioning
• Revealed segment variations - Highlighted willingness-to-pay differences by company size, industry, and use case
• Provided framework for future decisions - Established methodology for ongoing pricing optimization and competitive positioning

Impact