Fintech
eComm sales funnel
B2C
Redesign
Sole designer
Client
Smart Group
Project
Enhancements, brand implementation and simplification
Deliverables
- Discovery
- UX strategy
- UX design
- Concept development
- UI design
Brief
The brief was simple, What would you do to improve the existing experience?
Background
A new product that was launched in a hurry, meaning completing it leanly was more highly valued over experience and design consideration. I was asked to redesign and refresh these pages, and take my own lead on them.
Approach
Understand through research
I started by understanding the product, customers motivations and the business’ objectives. Then I dug deeper to understanding any usability problems I could identify. By watching user sessions, reviewing heat and click maps and user journeys, analysing user interviews, pulling insights and understanding friction and pain points to guide considered improvements that also brought more of the brand’s look & feel into the product.
Define the problem(s)
I identified lots of problems, rage clicking, users not interacting with important features, users abandoning or directing away from the funnel and customers not noticing the pricing within the page itself or understanding there’s more images available to view.
Ideation & concept development
Usability testing
Refinement and roll out
Problem
Customers are getting lost in the sales funnel, confused about what tasks they need to complete and how to move forward.
HMW
How might we reduce friction and cognitive load, increase usability and clarify how to progress to getting a final quote?
Solution
A simplified experience that drastically reduced visual noise and cognitive load, removed unnecessary links leading the customer away from the funnel while shifting the visual focus to primary items.
Outcome
Significantly reduced confusion and cognitive load through simplification and improved visual hierarchy leading users down the sales funnel.
We’ve also seen a considerable uplift in use of some features that were previously mostly ignored, increasing the usability of product, those features and increasing the overall customer satisfaction. This has played a direct role in the major increase we’ve seen in customers applying through the product (rather than over the phone), a major business win!
101.65
Increase in credit applications
23
Reduction in error rate
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