DEXT Software
Powering multiple teams to test & re-imagine a strategy for Packaging & Pricing at Dext Software.
"Within days of joining our team, Rosie demonstrated her value, making connections across the organisation and applying her rigorous research methods and processes. She mentored other team members and stakeholders and brought them on the journey with her."
Head of Customer Insight
Dext Software
Kicking off the discovery with multiple teams
This project crossed over all of the different product teams at DEXT. When I arrived these teams were not aligned to the stakeholder vision of the Packaging & Pricing, but they had a huge amount of deep knowledge and expertise within their specialist teams.
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I knew that the success of this project would depend on utilising their power and knowledge to steer the direction and inform the way forward.
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I started by creating a plan to include the teams and set out a series of research activities that we would complete in phase 1 of the research.
Stakeholder & Team Alignment Workshop
To align the team and utilise their power, I designed a Stakeholder & Team Alignment Workshop for the team to come together and decide on a way forward.
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I found that the team had lots of pieces of information that had not been brought together, and they had not considered the approach for this new Pricing & Packaging strategy.
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This workshop brought everyone together and most importantly allowed me to gather the information I needed to set up the research.
Discovery Research Phase 1 Playback
Once I had synthesised the results I played back the results to the different teams and stakeholders.
This research included results from
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Qualitative research interviews with users
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Natural behaviour testing on how they might discover software
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A card sorting test to understand how users might categorise information
I then wanted the team to empathise and understand the findings at a deeper level so I conducted an ideation workshop directly after the playback.
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The users I tested with in this round were predominantly new to Dext, and had not used accounting software before.
Empathy Mapping & Journey Mapping workshops
Part of working with this team also involved training and coaching the team through new workshop techniques to generate ideas and design around the research.
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I conducted two workshops with this team to allow them empathise with the findings of the research and the user groups identified. They then generated a series of ideas to move forward with, and prioritised them.
Planning for the next round of research
The next part of the research involved speaking to only existing Dext users, categorised by their existing user groups that had been identified.
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The previous round of testing provided a lot of insight into how we could improve the concept that we originally tested.
Second Phase Research & User Testing
We updated the original concept and conducted user testing alongside qualitative research to understand existing user response.
Playing back the results of the Second Phase Research & Testing and setting a Strategy for a way forward
From this second round of qualitative research and testing I put together the results and a suggested strategy for a way forward.
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I then played this back to the same product teams and asked for their input. This was a set of work that they could then take forward for the next stage of the product development.
Defining user groups
We also defined new user groups from this round of research - based on the participants being existing Dext users.
Each user group was defined from observing similar motivations, behaviours and needs from the user journeys that users went on during the test.
We use the term ‘User Groups’ as a better way of grouping users around their motivations and behaviours, rather than ‘Personas’ which focus on demographic features that aren’t relevant for the behaviour of how people use technology.
Package name testing
The second round of research also included testing the language and naming of the packages.
This built on the card sorting we had done in round one.
Participants preferred the Essentials, Core, Plus names, but wanted a mix of those names with Starter, Intermediate, Pro.
The most important learning was that participants didn’t want to be made to feel like ‘beginners.’ As accountants they felt like experts in their field, so the naming could not refer to them as ‘Beginners’ or ‘Pros.’
Concept development from the research
From the results we concluded that ‘Silver, Gold and Platinum’ wouldn’t work for Dext users, because they wanted to be able to access parts of the different products, differently to how the new proposed packages would structure them.
We created this concept to structure the packages in the way that we had observed users wanting to access the products.
Link to the live final pricing tool, with bespoke pricing:
Reviews & Impact
“Last week the majority of the Pricing & Packaging project was pulled in line with your research, users don’t want packages, they want to choose what they need and for which clients.”
Head of Customer Insight, Dext Software
"Within days of joining our team, Rosie demonstrated her value, making connections across the organisation and applying her rigorous research methods and processes. 


She is a confident team player and works collaboratively with her cross-functional team to lead, guide, and share her knowledge.
Rosie is trustworthy, honest, kind and passionate about her job. She mentored other team members and stakeholders and brought them on the journey with her."
Head of Customer Insight, Dext Software