Pricing and comparison journey

Decision map

Decision points to capture

A reliable review preserves the states surrounding the final action. These are the points where information, defaults, price or friction can materially change what a person sees and does.

1. The advertisement, search result or comparison table that establishes the consumer’s initial price expectation.
2. The plan, product or fare selector where features and billing periods can be compared.
3. The first screen on which a mandatory transaction charge can be calculated or disclosed.
4. Any eligibility, location, device, loyalty or behavioural input that changes the displayed amount.
5. The point where a discount ends, a free period converts or a recurring amount changes.

Recognition

Signals worth closer review

A signal is not a legal conclusion. It identifies a state or sequence that deserves evidence-led product and legal review in its complete context.

• A lower number dominates while the billing period, recurring liability or compulsory component is visually remote.
• Mandatory fees appear only after the consumer has configured a product or invested substantial effort.
• A crossed-out reference price or urgency claim lacks a defined source, period or reproducible record.
• Plans use different units, feature groupings or time periods that impede practical comparison.
• A personalised or segmented price is presented without the operational evidence needed to explain the result.

Fairer design

Principles for a neutral journey

• Keep the total commercial consequence understandable at every material comparison point.
• Use consistent billing periods, units and feature definitions, with a genuine way to compare alternatives.
• Place unavoidable charge information with the base price and retain it as the interface changes.
• State discount duration, eligibility and the later amount before the consumer acts.
• Design pricing logic so teams can reproduce which inputs, rules and version produced a displayed amount.