About the Project
I designed an alternative experience to a lead form that was currently live on the site.
The question we had was: Will making a form into a conversational experience for a lead-form increase click-through rate?
Team: Lead Designer (Me)
Conversation Designer
Content Designer
Product Manager
Click-Through Rate
CTR shows users are dropping at the credit profile screen and the personal information screen.
Hypothesis 1
Users leave the flow after feeling discouraged by or not knowing their credit score.
Solution: Remove the credit descriptors and encourage a guess.Users are suspicious of their personal information being collected.
Solution: Explain why we are collecting their personal information.
Heat Map Data
Past research showed the majority of user’s mouse activity to be located in the center of the screen.
Hypothesis 2
Users get fatigued when they have to move their mouse large distances on the screen (Fitt’s Law).
Solution: Make the interaction window smaller.
User Testing
How did people feel about the flow overall?
Testing various elements including slider, back button.
Seek feedback on the end of the flow, showing relevant articles.
How do people feel about the language throughout? Are users encouraged to continue the flow?
Used usertesting.com.
Results
Testers loved the design!
Stated the UI was user friendly and intuitive.
Found the language to be friendly and inviting.
Showing articles at the end encouraged traffic to other areas of the site.
Next, hifi designs were created before handing off to developers.
Conclusion
This project was an excellent opportunity for me to learn about using CTR and click area data to make design decisions, create Figma prototypes, test them via usertesting.com, and analyze the data. It proved for the company that digital conversational experiences were desired, and that we could increase click-through-rates by using a chat-bot-like interface.
