Pricing as Part of User Experience (the power of value to the customer)
Pricing is often treated as an after thought or something outside of product design. This is a poor approach. It separates price from value and leads to arbitrary pricing designs that are in no ones best interests. Value based pricing lets you include pricing as part of product design. An emerging best practice is to layer value and pricing along the customer journey map and to consider Value to Customer (V2C) when thinking about Customer Lifetime Value (LTV). V2C must be larger than LTV.
Steven Forth commented
See some of our thoughts on pricing, value and customer journey mapping. https://www.ibbaka.com/search?q=Customer%20Journey