Role
As the Lead Designer on this project, my role was to redesign the new client intake form experience, to improve the form goal conversion rate, and enhance engagement with personalized content.
Overview
The primary goal of the redesign was to reduce the cognitive load and friction caused by the lengthy form and lack of motivation to complete all the required fields. We used a combination of A/B testing, causative analysis, and Google Analytics, Marketo, and Crazy Egg tools to identify the root cause of the problem and develop effective solutions.
Challenge
One of the biggest challenges we faced was the lengthy form that required scrolling to skim through, which caused user overwhelm and a lack of motivation to complete the form. Additionally, users would often drop off the form mid way as they moved along the required steps, leading to a lower conversion rate.
The existing client intake form experience had several issues, including outdated styles that needed to be updated using the new design system elements.
Solution
I worked closely with the analytics team from the beginning of the project in order to prioritize the users needs and address pain points to define the problem and identify areas for improvement. I also collaborated with other designers, front-end, and back-end developers to understand the limitations and possibilities for implementation. Through this collaboration, we found better ways to address the users needs and resolve any pain points by looking at the existing form's data, listening to user feedback, and implementing best practices in UX design.
Discover, Ideate, and Wireframe
The discovery and ideation process involved building out a competitive analysis of other intake form experiences. Aligning what works visually and functionally to our needs with what has been tested and verified in the market, I sketched up several versions of what our intake form could look like.
We knew we wanted to shorten the form significantly, so working with compliance and team members from marketing and sales operations, we were able to drop certain fields and group others. This gave us an outline of 4 prominent sections or steps, which allowed us to alleviate the effort of the user.
Results
The results of our redesign were highly encouraging. We were able to increase the form goal conversion rate and engagement with personalized content. Users found the new form experience much easier to navigate and complete. We also received positive feedback from stakeholders and team members who appreciated our regular updates, progress reports, and collaborative approach.
In conclusion, our UX design project to redesign the new client intake form experience was a great success. By identifying the root cause of the problem and implementing effective solutions, we were able to achieve our goals and deliver a user-friendly, engaging, and effective form experience.