Microsoft
Discover, Try, Buy Framework Guidelines
Background
CONTEXT & MY ROLE
As Microsoft 365 continues to introduce premium add-ons like Copilot, it has become essential to guide users through a cohesive journey from discovery to purchase. This project focused on creating a unified framework — “Discover, Try, Buy” that defines how product teams should structure UX patterns for different stages of the user lifecycle. From initial exposure to trial engagement and license conversion, the framework helps ensure that upsell opportunities feel timely, intuitive, and value-driven.
I led the design strategy and documentation for this internal framework, collaborating across product, UX research, and business teams. My work included defining the structure of each phase, identifying core UI components, and building visual examples to show how upsell moments should adapt over time.
GOALS
Design frictionless in-product journeys that support self-serve upgrades from trial to paid add-ons
Build consistency across surfaces and product teams to reinforce trust and reduce user confusion
Surface value at the right moment without disrupting flow, encouraging trial, engagement, and conversion
Provide teams with a playbook of UX patterns, recommended components, and real-world examples for each stage of the DTB lifecycle
Journey Map
This journey map outlines the full lifecycle of a user’s interaction with a premium feature, structured into four key phases: Discover, Try, Buy, and Retention. Each phase is mapped to specific mindsets and actions, by aligning design decisions with user emotions helps ensure that upsell and onboarding experiences are thoughtfully timed, intuitive, and supportive at every step.
