Microsoft

M365 Plan Chooser Page Redesign

Background

CONTEXT & MY ROLE

As a designer on the Microsoft 365 growth team, I collaborated closely with researchers and marketing stakeholders to redesign the M365 plan chooser page. My role focused on bringing clarity, structure, and visual polish to the experience, ensuring the design aligned with evolving product messaging while supporting user needs and business goals. The redesign was informed by user insights and testing, and aimed to create a more engaging and conversion-driven first impression.

MY ROLE

The primary goal was to improve the visual and content hierarchy of the page, making it easier for users to understand plan options and take action. We aimed to increase engagement and conversion rate by streamlining the layout, modernizing the visual design, and guiding users more effectively through the decision-making process.

Current Site

Based on user studies, customers find the current website hard to navigate and are overwhelmed by the information on the page. They found the images were outdated and don’t reflect Microsoft’s current voice. And there are too many links, which makes it hard to find the right information.

First Redesigned Version

  • Introduced video and animations to create a more engaging, story-driven experience that highlights product value

  • Redesigned the plan chooser to allow users to easily compare plan options and key features

  • Added an interactive carousel that educates users on the full suite of M365 apps, letting them explore each app’s capabilities

  • Included additional feature highlight cards to showcase more value across the product offering

A/B testing 1 against the original:

Conducted over 30 days in the US, UK, and Australia to identify the most engaging sections, uncover pain points, and gather insights for improving the user experience.

What We Learned

Heatmap capturing users' gaze and interaction

TEST DATA SUMMARY

  • Placing key links early on can encourage a higher number of users to interact

  • Overall interaction with the ‘buy’ CTA was over 20.5% higher on the redesigned page compared with the control. Users also showed high interest in “Try free for one month” due to its placement at the top, seeing an increase in Trys 56.1%

  • The most interacted section was the plans chooser section, and although the “Your Plans” app information carousel’s placement is towards the bottom of the page, users showed interest, the engagement was still very decent

  • The video in the hero section of the redesign was not very engaging

TAKEAWAY

  • Optimizing primary CTAs and badges in high-exposure areas significantly guides users.

  • On the control page, "Buy now" CTA was used in the banner, instead the redesign has "Try free for 1 month," which boosts trials by 56.1%, but it’s important to balance between “Try” and “Buy.”

  • Visuals and storytelling matter, but simplicity is crucial. The redesign aimed for an appealing webpage, prioritizing visuals and storytelling. However, test results suggest a need to balance visual appeal with simplicity.

Second Redesigned Version

  • Simplified the layout by reducing white space and removing low-engagement sections (e.g. hero video, bottom feature cards).

  • Condensed content to keep high-engagement sections closer together.

  • Emphasized the value of the Family Plan and prioritized the “Buy” button over “Try”.

  • Moved CTA to purchase business plan up to the top, per stakeholder’s request.

  • Added a feature card to highlight the rollout of Copilot Pro.

A/B testing 2 against the original:

We launched another testing over 30 days in the US, UK, and Australia. Awaiting testing results…

Conclusion

This redesign emphasized the value of continuous testing and iteration. By analyzing user behavior across markets and variants, we gained critical insights into what content users engaged with most, where they dropped off, and what motivated action. Testing helps validate design decisions, challenge assumptions, and surface opportunities we haven’t considered. Understanding user preferences and behaviors is essential in creating designs that not only look better but also perform better.