Dropbox: Monetization -
Products Page

Product Design Manager
2021-Present

In 2024, my team launched an optimized version of a key surface that we had designed in 2023 for existing users, allowing them to discover and purchase all products available to them. Over the course of this past year, we have been optimizing it for our new multi-product company strategy.

With a deep understanding of Dropbox’s multi-product goals, I drove the inception, design strategy and execution of a solution that unlocked the ability for existing users to organically and repeatedly purchase products from Dropbox’s portfolio.

Problem:

Existing users lacked awareness of all products offered by Dropbox and couldn’t view them all together. There was no dedicated storefront for existing users, making it difficult for them to evaluate and buy the solution(s) they needed. This lead to potential missed GNARR opportunities.

Goal:

Enable existing users to discover, try and buy all Dropbox products available to them; in turn this will increase attach rate of plans/bundles/add-ons (measured with GNARR).

Revenue & Impact

By adding this new key surface, we generated an additional $3M GNARR toward our Monetization efforts

• +30% GNARR/Plus plan user, resulting in $500K GNARR win

• Unlocked the ability for existing users to organically and repeatedly purchase products from Dropbox’s portfolio

• Rapidly became one of the team’s top 3 surfaces by ARR and traffic

• Has allowed for quick experimentation on our pricing and packaging strategies and possible add-ons

• Provides awareness of all Dropbox’s offering to users with high upgrade intent

Ownership

Thanks to self-initiated research, I was able to identify a UX gap in the upgrade user journey. As a result:

• The team designed the end-to-end experience (entry points, page variations, purchase flow)

• Designed the experiment setup

• Closely liaised with Acquisition, Storefront and Design Systems to ensure cross-team visibility and UX consistency

• Successfully brokered to re-prioritize roadmap; persuaded Product Area Lead due to large LOE and many cross-team dependencies

Full case study available upon request