Simplifying the Path to Product Value
Project Summary
Led end to end design process from user journey mapping to prototyping and testing
Redesigned user experience of location onboarding for Service Area Businesses
Worked in a product squad as the designer alongside a PM, Engineering Lead and Engineers
Uplift by 3x
$200,000
CS Complaints
Daily to 0
Impact after the new user flows were released:
Key Constraints
01 FOCUS PRIMARILY ON UX, NOT UI
Whilst there was endless possibility for a visual redesign, due to time constraints this was highlighted as a project for a later stage.
02 TECHNICAL DEBT
Due to technical debt, the 'Add a Location' onboarding wizard was a complicated project from an engineering point of view which called for close collaboration with the engineering team.
Timeline
Below is an overview of the project timeline and which UX/UI activities were conducted at each stage of the process.
Solution Overview
Redesign the 'Add Location' onboarding wizard to help users discover BrightLocal value as early as possible by successfully completing this key action.
Happy Path Design
Design the happy path for every user group to add a location in a way that is intuitive and frictionless, helping them to discover BrightLocal value as early as possible.
make every word count
To apply our design principle 'Make Every Word Count' by cutting down the lengthy copy currently in the 'Add a Location' wizard.
Keep it consistent
Ensure that any changes were consistent with other areas of the platform.
Before & After High Fidelity Prototypes
Measurement & Tracking
Before this project, we had no tracking infrastructure in place to measure the success of our location wizard and without baseline metrics, we couldn't quantify the impact of our improvements or make data-driven decisions. I therefore worked together cross-functionally to set this tracking up pre-release with the PM, Engineering Lead and Data & Insights Analyst.
Impact Metrics
By redesigning the happy path for Service Area Businesses, we saw the conversion rate jump post release, quite literally overnight. As well as generating additional revenue per location added, we helped users see the product value quicker which in turn improved the overall churn.
Increased the conversion rate for SAB user group by 3x overnight
Generated over £200,000 in additional annual revenue
Customer Support Complaints: 0
“Fleur's work on simplifying the onboarding process for service area businesses was particularly impressive. By using both qualitative and quantitative measures, she was able make changes to improve the volume of adding a location, a key metric, for these types of businesses by 3x.”
Andy Houston, CCO
Next Steps
01 analyse data to uncover friction
This project was primarily aimed at helping Service Area Businesses but thanks to the new metrics we set up, we could then begin to uncover other friction points in the journey that could be improved.
02 improve the VISUAL DESIGN
The visual design of the onboarding flow could be improved by making it more intuitive and visually engaging, with clear progress indicators and responsive design elements that guide users smoothly through each step and make the process feel faster and more welcoming.
Figma Prototyping showing the new direction:
