Dropbox dialing their new(-ish) branding down?

over 4 years ago from Bryan Zavestoski, Product Design @ Zavzen Design

  • Jonah GrindlerJonah Grindler, over 4 years ago

    Arlen McCluskey gives a really great background on why they toned down the brand on their pricing page on this dribbble shot

    When Dropbox rebranded late last year, our Plans page got a complete makeover. After launch, we soon noticed a drop in several key metrics. We reverted to the previous version of /plans, and swiftly got to work. My team and I studied the numbers, and formed hypotheses to explain why the dip had happened, and how we could turn it around. For example, user research suggested that on this page, the bold rebrand color palette negatively affected trust and clarity. We also noted that the overall height of the page had grown substantially because of small increases in spacings on rows and titles. We combined a number of these ideas into one macro-experiment, and redesigned, rebuilt, and relaunched the page. The results were in: the new page fully recovered across the board, now with a double-digit metrics lift. The new design out-performed both the pre-rebrand and rebrand Plans page in several other ways too. Here’s how it looks today. Not bad for a day’s work!

    11 points
    • David ThornDavid Thorn, over 4 years ago

      I remember some comparison article about that when the launch happened, but iirc, there were also language shifts and they played with different numbers of plan categories, which would likely have just as much of an effect as changing colors and spacing.


      0 points
    • Aubrey JohnsonAubrey Johnson, over 4 years ago

      What’s insane to me is that they didn’t test this before launching it so widely.

      Launch something totally radical, not have a clue what’s going to happen and then conversions dip... then fix?


      2 points
      • James Young, over 4 years ago

        Utterly crazy right, especially since they obviously have the team and testing ability in place to run this sort of thing after the fact.

        1 point
    • Dan Christian, over 4 years ago

      Amazing that the first reply, after quite a detailed explanation and rationale behind the re-design is, "Looking nice and clean"

      1 point