INTRODUCTION

Reimagining the lead capturing forms to help users achieve their goals.

While working at Philips in the B2B Digital Marketing department, I lead a major project to revamp the lead capturing experience for healthcare professionals. This included the reimagining of marketing & sales forms and user & information flows.

Additionally, the project had multiple stakeholders across different teams with many different goals. Their buy-in was crucial.

CHALLENGE

People want to reach their goals fast and easy.

The lead capturing experience was plagued by inefficiencies and user dissatisfaction. The forms had an excessive number of fields. In addition, they lacked of personalization and consideration for diverse user needs causing confusion to users.

01 THE EXPERIENCE WAS CONFUSING AND UNCLEAR

Users were given options that weren't aligned with their goals. At the same time, visual hierarchy and wording weren't clear. 

02 USERS HAD TO FILL OUT AT LEAST 10 FIELDS

All the forms had a minimum of 10 fields, even reaching to 17. This requires an amount of time that especially healthcare professionals cannot dispose.

INFORMATION

COMPANY

Philips

ROLE

Design
Research
Data analysis
Workshop facilitator
Wireframing

TOOLS

Miro
Figma
Azure

TEAM

1 Product designer(Me)
1 CRM expert
1 Visual designer
1 Data analyst
6 Developers
1 Project manager

DURATION

6 months

SOLUTION

A revamping of the entire lead form experience from a "choose your own journey" widget to form field numbers & UI design.

A GOAL-SETTING WIDGET WHICH OFFERS DIFFERENT OPTIONS BASED ON OUR USERS' NEEDS.

REDUCED THE NUMBER OF FIELDS & UPDATED THE UI DESIGN.

UPDATED PRIVACY LANGUAGE SO THAT USERS DON'T NEED TO TICK THE PRIVACY BOX.

PROCESS

Bringing teams together to the process got us the buy-in.

We needed several teams' input and endorsement, so we decided to engage in a series of design thinking workshops.

I took a double role in these as both facilitator and designer. I coordinated diverse contributions and guided the team's focus and designs with one goal on my mind: the users' needs.

RESEARCH FINDINGS | WEB ANALYTICS & COMPETITIVE BENCHMARKING

Lengthy & standardized forms was the industry practice but our users gave us wrong information or dropped off.

Due to Covid, collecting data from interviews or usability tests was impossible. I decided to run a competitive benchmarking to uncover any trends that we had missed or any opportunity areas. Together with our quantitative data, we got some interesting insights.

DEFINE | PERSONAS

From fragmented information & scattered ideas to coherent & single-viewpoint goal-oriented personas.

I facilitated a co-creative persona workshop that included colleagues who had different types of interactions with our users and expertise. By using different types of insights in the persona creation and creating the personas as a team, I gained consensus from all my important stakeholders and enabled us to empathize with our users.

DEFINE | CUSTOMER DECISION JOURNEYS

Our personas were unsatisfied throughout the form experience, providing us with many optimization areas (always an optimist!).

I decided to create customer decision journeys for our personas as our next step. Visualizing from the perspective of our personas would help further empathizing with them and uncover optimization areas. We created high-level journeys to check the overall experience surrounding the forms and more focused ones on the forms themselves for a more detailed view. 

IDEATE | BRAINWRITING & SKETCHES

I led a brainwriting exercise for everyone to express their ideas.

For ideation I decided for us to have a brainwriting exercise as it is a perfect exercise for virtual workshops and mixed groups of introverts and extroverts. 

We generated many good ideas, but we needed to focus on one for that moment. Thus, we all voted for our favourite one.

A goal-centric widget which offers different options based on our users' needs.

We felt we should have an extra page that would act as another barrier for users to make errors.

PROTOTYPE | FIRST MVP

We designed our first MVP that we would test.

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PROTOTYPE | A/B TESTING

All key metrics showed success!

We performed an A/B testing to see how our users would react to our solution in relation to the old experience.

COUNTRIES

Australia, UK & USA

TYPE

Split test

RESULTS

-82%

in errors

+25%

in form submission conversion

+18%

in quality

PROTOTYPE | USABILITY TESTING

Users called out unnecessary items & confusing CTAs.

We also wanted to gather feedback on our solution straight from our users using the widget. Usability testing was extremely helpful to pinpoint user issues.

METHOD

Task-based survey

APPROACH

Think aloud & live recording

SAMPLE SIZE

10

PROTOTYPE | ITERATIONS

Based on the testing, we iterated our solution.

Before: The first view of the widget was deemed unnecessary by users.

After: We disregarded the first view and the first view of the widget was instead this one.

Before: We saw very low interaction with these items, thus we decided to replace them.

After: The new items were high interaction items from the previous first view of the widget that we had disregarded.

FINAL PRODUCT | SCREENS

Taking all the feedback into consideration, hereby the new experience.

First form page: before/after

Sales form: before/after

Marketing form: before/after

FINAL PRODUCT | RESULTS

After globally rolling-out our product, we monitored it and got to these results.

-80%

Errors

+20%

Lead quality

+30%

MQL-to-Opportunity rate

+45%

User Engagement

RETROSPECTION | NEXT STEPS

This project came to an end, but these are some areas that I'd explore.

FORM LENGTH

Even though we had reduced the number of fields, there was still room for improvement. By furthering discussions on internal requirements, I'd push for more changes in terms of the form fields.

DROP-DOWN FIELDS

Drop-down fields like function or specialty were offering options that worked internally. However, little to no research was done to see how users were experiencing these options.

MAPPING PRODUCT PAGES TO CERTAIN FIELDS

In order to ask as few questions as possible in the forms, I would explore opportunities in mapping product pages to specialties or functions in the back-end or progressive profiling.

RETROSPECTION | LEARNINGS

As challenging as this project was, it brought some crucial learnings.

CO-CREATIVE SESSIONS CAN MITIGATE A LOT OF RISKS

By involving colleagues from different teams with different user perspectives, it is possible to create a good and all-rounded solution. However, at the very least - still test the prototype. 

OWN YOUR BIASES

No matter how hard we try, we are humans and we all have biases. This project tested a lot of my colleagues' and my preconceptions. I learned to call out not only others' biases, but most importantly, my own. 

Let's talk

From just having a chat to wanting my help for a project, my e-door is always open!

Phone: +31628750362
Email: kath.stavrou@gmail.com
LinkedIn: @kathstavrou

© Katharina Stavrou