I wonder how much changing the wording on the call to actions made a difference compared to changing the styles around. 'Get Started', 'Purchase Now', and 'Try for free' are all very different.
Also the plan types went from 1 for personal use and 3 for teams, to 3 for personal (and can't see the tab for teams), to finally 2 for personal and 2 for teams.
I think those changes are also pretty telling and I bet a big reason for the metrics swings if I'm just going off the article and the screenshot comparisons.
Exactly. Too many times research showed improved metrics between two designs with multiple varied factors, while may be only one or two things in the new design actually contributed to the success. It's too simplistic to conclude everything in the new design works better without drilling into what individual elements actually made it better.
My comment made the cut!
We use Dropbox at work, and I find the inability to see the whole file "tree" super frustrating. Not sure if that's actually always been the way Dropbox works, but its a huge UX pain point if you need to reorganize files into different folders. Super non-inuitive. Anyone else?