increasing conversion for self-serve customers

Content Design | UX Design | User Research | User Testing | Brainstorming

We prioritized a user-centric approach to transform our core sign-up flow into a more self-service experience. This included a critical review of the existing flow, which identified these key areas for improvement:

• Low MVR adoption: Only 3% of self-serve customers utilized Motor Vehicle Record (MVR) checks, hindering additional product adoption

• High funnel drop-off: A concerning 26.6% of users abandoned the sign-up process, indicating significant friction for users

• Information overload: Users felt overwhelmed by the amount of information presented during sign-up

• Lack of transparency: Progression and status throughout the process were unclear

Original state

Research

We conducted a thorough comparative analysis of adjacent product sign-up flows to help our team better understand existing conversion processes. The products looked at included Duolingo, Gusto, AirBnB, Squarespace, and Workable. I also shadowed multiple customer interviews, and conducted my own, content-focused research via Lyssna.

This research, along with my user feedback and testing, informed multiple changes to the customer journey map, including:

• Overlapping flows — We streamlined sign-up and onboarding to create a contiguous process that isn’t jarring, overwhelming, or isolated

• Value generation — We added multiple points of personalization, education, and social proof to increase value in place of teasers and demos

• Smaller user tasks — We reduced the amount of information being collected per page, splitting up inputs into smaller, more digestible tasks

Solution

When designing our solution, we focused on isolating the required information to create an effortless user experience. Other major changes included:

• Reducing body content and unactionable language, while improving high-value education and instruction

• Removing unnecessary fields, enhancing the use of whitespace, and prioritizing the presence of links

• Emphasizing complete packages, simplifying their presentation, and pre-emptively addressing customer concerns

• Improving and validating CTA language and directing it straight into the core product

Impact

We saw all of our goal metrics increase after thirty days of launch. We also saw an overall increase in activation rates, as well as:

• Increased conversion rates across our funnels, doubling the number of user completions (see figure 2)

• Positive conversion beyond our prioritized flow (see figure 3)

• A positive impact on all MVR metrics, including reduced time-to-order (see table 1)

Rights Manager

Democratizing copyright management:

I played a key role in transforming Rights Manager from an enterprise-level tool to a platform empowering small businesses and independent creators. While part of the team, we completely revamped the user interface (UI) to create a seamless experience across all user levels. This included a brand-new onboarding flow and streamlining all existing flows.

We also introduced several crucial creator functionalities, including:

• Video protection to safeguard content from unauthorized use

• File management to simplify the storage of different file types

• Creator Studio integration to create a more holistic experience from post to protection

• Monetization tools that empower creators to earn more

• Ad preference controls to help maintain control over ad placement

Additionally, I contributed to projects like:

• Clear copyright violation messaging that ensures copyright owners and everyday users understand copyright policies

• Educational workflows for rights holders to promote best practices for publishers, labels, businesses, and beyond

• New user education to help guide novices through the platform effectively and maximize their value

*Please note that some casing is inconsistent as these screenshots were taken during a title case to sentence case migration.

While most of my work lives within the product, I spent quite a bit of time creating new, external messaging too. That content can be found on the following sites:

rightsmanager.fb.com | facebook.com/creators | Instagram.com/features/shopping | facebook.com/formedia

[ Customer experience launchpad ]

At This Place, we recognized that T-Mobile’s siloed and disjointed work streams were leading to inconsistent customer experiences. To help bridge this gap, we developed the T-Mobile Customer Experience Launchpad, a revolutionary framework built on collaboration and cross-functional feedback.

The Launchpad was meant to foster a centralized environment where creative departments could work together seamlessly. This sought to improve the creative process and ensure a cohesive brand experience across all touchpoints.

What it offered:

• Cross-functional collaboration tools: A breakdown of departmental barriers with shared workspaces, real-time communication channels, and multi-department thinking and ideating opportunities.

• Standardized feedback loops: An ability to ensure all voices were heard via a structured feedback process that incorporated research, data, and insights.

• Customer journey mapping: A clear understanding of the customer journey at every stage, allowing for targeted and impactful creative solutions.

The T-Mobile Customer Experience Launchpad was more than just a framework; it was meant to be a cultural shift that unified the company’s creative vision while prioritizing a seamless and delightful customer experience.

From legacy plans to future-proof solutions: Crafting a unified selection process for T-Mobile

As the T-Mobile and Sprint merger approached, we created a mobile experience designed to bridge the gap for transitioning Sprint customers. This interactive guide focused on T-Mobile's key benefits and demonstrated their value propositions to users. It also presented new plan options clearly and intuitively, simplifying the selection process and helping customers transition to the right plan.

Hacking travel with an all-in-one super app

At This Place, we believed in thinking outside the suitcase. That's why we developed a revolutionary, highly personalized travel app to showcase our blue-sky thinking to Alaska Airlines. I co-led the project with my Product Design partner and sought to streamline every step of the travel journey.

Imagine a world where you can ditch the app overload and plan, book, and manage your entire trip from a single, intuitive platform.

• Book flights, hotels, and ground transportation seamlessly, saving time and eliminating frustration

• Revolutionize the pre-boarding experience with "Gate Chat", which allows people to swap seats for a smoother boarding

• Beat the food lines with "Terminal Ordering", which pre-orders meals and schedules pick-ups

• Pack accordingly by checking the dimensions of your luggage against the space available

• We even integrated features like dynamic backgrounds and information to keep people on top of everything they need, right when they need it (think passport at security, boarding pass at the gate, reservation details at the hotel)

We sought to put a seamless vacation at your fingertips, so people could focus on what truly matters – creating lasting memories.

Revolutionizing the aviation experience: A modern marketplace and streamlined website

At This Place, we envisioned a complete transformation for Boeing Global Services through a cutting-edge aviation marketplace and a modern, user-friendly website.

For the marketplace, we spoke to consumers of all types and utilized their feedback to create an experience that:

• Connected aviation businesses of all sizes to foster new opportunities for a wider range of aviation customers

• Put customer stories on center stage to highlight real-world experiences, build trust, and inspire users

• Simplified the purchase process to automate and streamline workflows, while making the acquisition process nearly effortless

For their website, our team:

• Overhauled their online presence via a modern design that created a positive first impression, focused on their storied history, and enhanced their brand image

• Created an open and accessible experience that catered to users of all types

Overall, the project streamlined the customer journey, fostered deeper engagement, and positioned Boeing Global Services as a leader in the aviation industry.

Just to name a few more...