Launch & plan upgrade
context
context
context
Docs is a collaborative documentation feature that allows customers at awork organize, and edit content directly inside their workspace. Instead of relying on external tools like Notion. Helping teams centralize information and reduce fragmentation across tools.
A collaborative documentation feature — similar to Notion-style pages, tightly integrated into existing project workflows.
A collaborative documentation feature — similar to Notion-style pages, tightly integrated into existing project workflows.
A collaborative documentation feature — similar to Notion-style pages, tightly integrated into existing project workflows.
A collaborative documentation feature — similar to Notion-style pages, tightly integrated into existing project workflows.
problem
problem
problem
Access was restricted to users only on the new Professional plan. Existing customers could not meaningfully use Docs unless they upgraded. This created a high-risk moment in the user experience: » A major new feature » A forced plan decision » No experiential context » Only Admins could upgrade plans, creating a decision bottleneck
Access was restricted to users only on the new Professional plan. Existing customers could not meaningfully use Docs unless they upgraded. This created a high-risk moment in the user experience: » A major new feature » A forced plan decision » No experiential context » Only Admins could upgrade plans, creating a decision bottleneck
Access was restricted to users only on the new Professional plan. Existing customers could not meaningfully use Docs unless they upgraded. This created a high-risk moment in the user experience: » A major new feature » A forced plan decision » No experiential context » Only Admins could upgrade plans, creating a decision bottleneck
solution
solution
solution
If users can integrate Docs into their real workflows for a limited time, they will understand its value through experience — reducing loss aversion and increasing confidence to upgrade. Intro access via a product-led trial: » 4-week full access to Docs for all users » Weeks 1–2: 50% upgrade incentive » Weeks 3–4: 15% incentive as urgency increased Discounts framed as supportive, not the value prop.
If users can integrate Docs into their real workflows for a limited time, they will understand its value through experience — reducing loss aversion and increasing confidence to upgrade. Intro access via a product-led trial: » 4-week full access to Docs for all users » Weeks 1–2: 50% upgrade incentive » Weeks 3–4: 15% incentive as urgency increased Discounts framed as supportive, not the value prop.
If users can integrate Docs into their real workflows for a limited time, they will understand its value through experience — reducing loss aversion and increasing confidence to upgrade. Intro access via a product-led trial: » 4-week full access to Docs for all users » Weeks 1–2: 50% upgrade incentive » Weeks 3–4: 15% incentive as urgency increased Discounts framed as supportive, not the value prop.
Goals
256 account upgrades
Reduce the median time for new accounts to reach an upgrade-ready state from 18 days to 12 days.
Results
🟠 207 account upgrades [87% of target achieved by Week 6]
🟠 Reduced median time-to-upgrade-readiness to 13days