Unlocking Pricing: Coaching an Org Toward Clarity
Focus
Enterprise research
Discovery
Jobs-to-be-done
Coaching & capacity building
Client: Fortune 500 retailer
Role: Research Lead
Impact: Shifted product strategy through executive-level alignment
This project wasn't about pricing — it was about precision. Coaching one designer turned into helping an entire org see clearly how decisions were made, how tools were used or misused, and where transformation was truly possible.
The Challenge
The company was investing in software to simplify pricing — a historically complex, labor-intensive part of the buying process. A designer had been leading the research, but results weren't landing with leadership. I was brought in to coach the work, elevate research quality, and clarify what problems we were actually solving.
What I Did:
Coached the designer on running stronger exploratory, moderated research sessions
Introduced a jobs-to-be-done lens to shift focus from process steps to the decisions people were actually trying to make
Redesigned the recruiting strategy to improve reach, diversity, and signal quality among a hard-to-access participant group
Mapped the broader tool and decision-making ecosystem to untangle overlapping terminology and workarounds across teams
Led the creation of layered artifacts — including personas built around function rather than title, a service blueprint, and a narrative case study — to translate complexity into alignment across design, product, and executive stakeholders
What Happened Next:
The reframed research surfaced what actually mattered to participants — not just how they worked, but how they made decisions
A narrative-driven executive artifact earned direct praise from senior leadership and unlocked buy-in to explore pricing transformation at a broader scale
The project became a learning moment for the wider design org, demonstrating how research can go beyond interviews and decks to drive action
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