Notes

• I showed participants three packages. One with 12 brushes and 12 more colors, another with 6 brushes and 12 more colors, and lastly one with just 12 brushes — all went for $2.99. I told them they currently were on the free plan of a drawing app with 7 brushes and 7 colors.
• All five participants chose the package with 12 brushes and 12 colors but questioned why they were paying for colors
  • “I don’t know why I’d be paying for colors. Other companies don’t charge for that.”
  • “I’m choosing the option with the most stuff and value but I don’t understand why I’m paying for an individual color.”
  • “I wouldn’t be able to draw to the fullest extent without all the colors. Just a few brushes is fine with me as a beginner honestly.”

As a result, the team is deciding to change up our tiered bundles so that colors are accessible on every bundle, and we’ll just charge for tools like brushes where people seem to see the most value.

Cards