Over 100 agencies had expressed interest in our upcoming agency plan — 70% were potential new customers. But our existing offering didn’t meet their needs. Agencies wanted:
To manage styleguides across multiple clients
Clear separation between client work
Control over billing
The ability to hand off styleguides while retaining access
Pricing that made sense — current models (e.g. guest editors) didn’t work for them or us
Timeline
To avoid losing potential agency customers to competitors, I aimed to get something live fast.
I added a new CTA to the pricing page to gauge interest. Between 27th September and 26th January, it generated 54 submissions compared to around 250 for our enterprise form over the same period.
I targeted an MVP launch for January.
Design Sprint
To align the team and generate potential solutions, I ran a five-day design sprint.
The Goals:
Deepen our understanding of the problem, leveraging team expertise
Develop 1–3 product concepts to validate with customers
Explore 1–2 pricing and packaging ideas for testing
Sprint Breakdown:
Day 1: Map the problem and define the focus
Day 2: Sketch potential solutions
Day 3: Choose an idea to prototype
Day 4: Build a high-fidelity prototype
Day 5: Test with users
Defining Success
10% of waitlisted teams purchase the agency plan at full price
50% invite at least one client editor
50% actively use more than one project
75% say they'll use zeroheight with their next client
Testing
In order to validate or disprove any assumptions I tested an initial prototype with 7 users who had expressed an interest in a zeroheight agency plan.
Prototype
Selected screens from the prototype I tested with participants:
Key Learnings
Some of the key learnings that came from the interviews:
Simplifying the MVP
After prioritising feedback from user interviews, I focused on delivering the highest value with the least complexity. Key cuts included:
Replacing the left-hand project switcher with a simpler dashboard
Removing the right-hand contextual team manager panel
Simplifying dashboard cards to show only styleguides
Supporting only Figma (used by 75% of our users)
Dropping Slack integration for launch
No syncing between projects
No duplicating or transferring of styleguides or design uploads
Results
16% of waitlisted teams purchased the Agency plan at full price (Target: 10%)
0% of teams have invited a client editor (Target: 50%)
→ This is likely due to the time required to get work ready for sharing25% of teams are using more than one project (Target: 50%)
→ Most are trialling the plan with a single client initially75% say they plan to use Zeroheight with their next client