Redefining Dojo’s pricing
COMPANY
Dojo
ROLE
Lead Digital Designer
SERVICES
UI
UX
Strategy
User testing
Design systems
CRO
OVERVIEW
Dojo is a payments technology company helping businesses take payments across the UK and Europe. Working as a creative pair alongside a copywriter, I led the UX and UI redesign of Dojo’s pricing page. Together, we tackled the challenge of bringing a new bundled approach across plans, hardware and transaction rates to life through design, content and user testing.
CHALLENGE
With the new bundle proposition, the challenge was finding the right hierarchy for our core SME audience, while creating an experience that could still speak to Enterprise customers.
+87%
Quote click-through
90 days before vs after launch
+80%
Visitors reaching quote
90 days before vs after launch
+28%
Lead conversion rate
Jan-May vs Sep-Oct 2026
Redefining Dojo’s pricing
COMPANY
Dojo
ROLE
Lead Digital Designer
SERVICES
UI
UX
Strategy
User testing
Design systems
CRO
OVERVIEW
Dojo is a payments technology company helping businesses take payments across the UK and Europe. Working as a creative pair alongside a copywriter, I led the UX and UI redesign of Dojo’s pricing page. Together, we tackled the challenge of bringing a new bundled approach across plans, hardware and transaction rates to life through design, content and user testing.
CHALLENGE
With the new bundle proposition, the challenge was finding the right hierarchy for our core SME audience, while creating an experience that could still speak to Enterprise customers.
+87%
Quote click-through
90 days before vs after launch
+80%
Visitors reaching quote
90 days before vs after launch
+28%
Lead conversion rate
Jan-May vs Sep-Oct 2026
Redefining Dojo’s pricing
COMPANY
Dojo
ROLE
Lead Digital Designer
SERVICES
UI
UX
Strategy
User testing
Design systems
CRO
OVERVIEW
Dojo is a payments technology company helping businesses take payments across the UK and Europe. Working as a creative pair alongside a copywriter, I led the UX and UI redesign of Dojo’s pricing page. Together, we tackled the challenge of bringing a new bundled approach across plans, hardware and transaction rates to life through design, content and user testing.
CHALLENGE
With the new bundle proposition, the challenge was finding the right hierarchy for our core SME audience, while creating an experience that could still speak to Enterprise customers.
+87%
Quote click-through
90 days before vs after launch
+80%
Visitors reaching quote
90 days before vs after launch
+28%
Lead conversion rate
Jan-May vs Sep-Oct 2026
Thinking customer-first
We started by understanding who we were designing for and what mattered most to them. Research helped us define three core customer personas, each with different needs and priorities. These insights shaped the UX principles that guided our design decisions throughout the project.
Thinking customer-first
We started by understanding who we were designing for and what mattered most to them. Research helped us define three core customer personas, each with different needs and priorities. These insights shaped the UX principles that guided our design decisions throughout the project.
Thinking customer-first
We started by understanding who we were designing for and what mattered most to them. Research helped us define three core customer personas, each with different needs and priorities. These insights shaped the UX principles that guided our design decisions throughout the project.
UX principles
Champion clarity: Make pricing and product choices simple to understand
Design for relevance: Surface information customers need, when they need it
Prioritise with purpose: Focus on SME needs while providing clear pathways for other customers.
Explore, test and iterate
With the direction set, we explored how plans, hardware and transaction rates should come together within the pricing journey. Through rapid testing and iteration, we learned what mattered most to customers and used those insights to shape the hierarchy and messaging.
Test 1 - Message framing
Test: Two different ways of positioning each plan; Guided vs direct
Winner: Guided variant - benefit-led messaging made choices clearer
Changed: Reframed plans around customer needs
Evaluating stakeholder feedback
With the business strategy still evolving, stakeholder feedback shifted the focus from value to transaction rates. We explored how to incorporate this feedback while staying true to our UX principles, particularly Prioritise with purpose, balancing commercial priorities with customer needs.
Test 2 - Transaction rates
Test: Multiple ways of surfacing transaction rates
Learnt: Rates needed context to be meaningful
Changed: Brought rates into the plan comparison
Evaluating stakeholder feedback
With the business strategy still evolving, stakeholder feedback shifted the focus from value to transaction rates. We explored how to incorporate this feedback while staying true to our UX principles, particularly Prioritise with purpose, balancing commercial priorities with customer needs
Test 2 - Transaction rates
Test: Multiple ways of surfacing transaction rates
Learnt: Rates needed context to be meaningful
Changed: Brought rates into the plan comparison
Evaluating stakeholder feedback
With the business strategy still evolving, stakeholder feedback shifted the focus from value to transaction rates. We explored how to incorporate this feedback while staying true to our UX principles, particularly Prioritise with purpose, balancing commercial priorities with customer needs
Test 2 - Transaction rates
Test: Multiple ways of surfacing transaction rates
Learnt: Rates needed context to be meaningful
Changed: Brought rates into the plan comparison
The final experience
The redesign brought together our research and testing to create a clearer, more intuitive pricing experience. Across transaction rates, hardware and plans, we focused on helping businesses make confident, informed decisions - guided by our three UX principles: Champion clarity, Design for relevance and Prioritise with purpose.
The final experience
The redesign brought together our research and testing to create a clearer, more intuitive pricing experience. Across transaction rates, hardware and plans, we focused on helping businesses make confident, informed decisions - guided by our three UX principles: Champion clarity, Design for relevance and Prioritise with purpose.
The final experience
Bringing together our research, testing and UX principles, the final experience transformed a complex pricing journey into something clearer and easier to navigate. From transaction rates to hardware and plans, every element was designed to simplify choices, build confidence and help businesses find the right solution for their needs.
Key UX decisions
Turning our UX principles into clear, purposeful interactions.
Key UX decisions
Turning our UX principles into clear, purposeful interactions.
Key UX decisions
Turning our UX principles into clear, purposeful interactions
Transaction rates
Clear CTO bands make comparison simple, with subtle colour highlighting the £100K+ band for our core SME audience. ‘Custom rate’ signals flexibility without adding complexity.
Hardware
Hardware is easy to explore and compare, with upfront and monthly costs clearly surfaced. Product specs open a popup modal, keeping customers focused on the pricing journey.
Plans
A consistent card pattern makes plans and costs easy to compare, with equal visual weighting supporting choice. Key features are surfaced upfront, with a deeper comparison table below.
Comparison table
Built to scale up to four plans, with sticky plan titles maintaining context across devices. Clear groupings and icons make differences easy to scan and compare with confidence.
From complexity to clarity
The result was a clear way for customers to navigate a complex pricing proposition, balancing what mattered to them with the needs of the business. It also created a flexible foundation for how Dojo could evolve and communicate its pricing.
From complexity to clarity
The result was a clear way for customers to navigate a complex pricing proposition, balancing what mattered to them with the needs of the business. It also created a flexible foundation for how Dojo could evolve and communicate its pricing.
From complexity to clarity
The result was a clear way for customers to navigate a complex pricing proposition, balancing what mattered to them with the needs of the business. It also created a flexible foundation for how Dojo could evolve and communicate its pricing.
NEXT up
Set the direction
We needed to establish a clear understanding of who we were designing for and what they needed from the pricing page. This allowed us to set UX principles that would help guide our decisions, reduce complexity and create a trustworthy transparent experience.
Comparison table
Built to scale up to four plans, with sticky plan titles maintaining context across devices. Clear groupings and icons make differences easy to scan and compare with confidence.
Comparison table
Built to scale up to four plans, with sticky plan titles maintaining context across devices. Clear groupings and icons make differences easy to scan and compare with confidence.
Set the direction
We needed to establish a clear understanding of who we were designing for and what they needed from the pricing page. This allowed us to set UX principles that would help guide our decisions, reduce complexity and create a trustworthy transparent experience.
Plans
A consistent card pattern makes plans and costs easy to compare, with equal visual weighting supporting choice. Key features are surfaced upfront, with a deeper comparison table below.
Plans
A consistent card pattern makes plans and costs easy to compare, with equal visual weighting supporting choice. Key features are surfaced upfront, with a deeper comparison table below.
Set the direction
We needed to establish a clear understanding of who we were designing for and what they needed from the pricing page. This allowed us to set UX principles that would help guide our decisions, reduce complexity and create a trustworthy transparent experience.
Hardware
Hardware is easy to explore and compare, with upfront and monthly costs clearly surfaced. Product specs open a popup modal, keeping customers focused on the pricing journey.
Hardware
Hardware is easy to explore and compare, with upfront and monthly costs clearly surfaced. Product specs open a popup modal, keeping customers focused on the pricing journey.
Set the direction
We needed to establish a clear understanding of who we were designing for and what they needed from the pricing page. This allowed us to set UX principles that would help guide our decisions, reduce complexity and create a trustworthy transparent experience.
Transaction rates
Clear CTO bands make comparison simple, with subtle colour highlighting the £100K+ band for our core SME audience. ‘Custom rate’ signals flexibility without adding complexity.
Transaction rates
Clear CTO bands make comparison simple, with subtle colour highlighting the £100K+ band for our core SME audience. ‘Custom rate’ signals flexibility without adding complexity.
NEXT UP
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