Overview

Philips is a global B2B health tech company serving medical professionals across 100+ markets. Their lead forms were long, generic and underperforming. I redesigned the experience into a smarter, goal-driven flow that respected users’ time and gave the business better leads.

Impact

-80%

Errors

+20%

Lead quality

+30%

MQL-to-opportunity

+45%

Engagement rate

Challenge

Philips’ lead forms were long, standardized from a user-perspective and yet very different per country. Most users submitted incomplete or irrelevant data and many abandoned the forms entirely. At the same time, Philips was receiving data with errors and internal teams were unsatisfied.

  How might we reduce form abandonment and improve lead quality without sacrificing business                          requirements?

Solution sneak peek

I redesigned the full experience: from rethinking what users see first to how the form fields are ordered, labeled and shown. The goal was to make users feel supported, not overwhelmed.

Research approach

Due to COVID, I couldn't run any interviews nor tests as we needed to respect the time of our users: healthcare professionals. Instead, I focused on creating a research strategy with all that was available to me.

Research findings

By analyzing 10+ competitor experiences, I recognized that lengthy & standardized forms was the industry practice. However, heatmaps and google analytics showed me that our users gave us wrong information or dropped off. So, what is wrong?

Personas & Customer journeys insights

I facilitated remote workshops with key stakeholders from IT, marketing, product, legal, sales and regional teams to build the personas and the customer journeys together. The reasons why were to get early buy-in and alignment by all important parties and combine key insights for our users from colleagues who interact with them on different journey stages. 

Indeed, the journey maps and personas helped us understand where users got stuck or confused. That shaped our redesign goals, especially what to remove.

Ideation & Strategy

At this stage, we brainstormed and came together as a team for the one idea that we'd confidently back up. Coming up with the idea didn't feel like getting closer to the finish line, considering the number of design decisions we needed to make for our users and business.

Ideation sessions

Continuing with the remote workshops, I led ideation sessions to get as many ideas as possible. The goal was to just think without restraints at that moment and afterwards, we voted and decided the winner.

For confidentiality reasons, I cannot share the exact screenshots - you get the idea.

Outcome

A widget where users first choose their goal and the forms or links accordingly adjust. 

My main challenge with designing this solution was balancing user ease with data quality for the sales and marketing teams, usability with business impact. At the same time, streamlining the experience across countries meant strong stakeholder management and providing (some) adaptability per region needs.

Prototyping & Testing

I built the first MVP and went straight to testing. As finally being able to get user feedback, I wanted to holistically test the solution - both quantitatively and qualitatively.

MVP & A/B testing

After building the MVP, I launched the A/B testing in three countries: Australia, UK and USA. I chose these markets, because there was no need for translation which would delay testing. I found important to test in different countries to get diverse feedback.

I tested the new experience versus the old one. Here's the results:

-82%

Errors

+25%

Form completion

+18%

Data accuracy

Usability testing

We set up remote unmoderate usability tests with 10+ users. Users identified confusing CTAs and overcomplicated intro.

Iteration

Based on the results, I iterated our solution before launching globally.

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

After: This became the widget's first view.

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

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

Final experience

The new experience is launched globally. Before launch, I oversaw the collection of the language translations, region modifications and the collaboration with the developers.

  An adaptive widget with relevant forms and fields, a shorter path to submission and clarity at every                  step which improves data quality and streamlines the experience globally.

Results

-80%

Errors

+20%

Lead quality

+30%

MQL-to-opportunity

+45%

Engagement rate

Next steps

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

PHASE 1: FORM LENGTH

Further discussions on internal requirements, I'd push for more changes in terms of the form length.

PHASE 2: DROP-DOWN FIELDS

Conduct user testing on dropdown menu options to improve accuracy, as they were not tested with users.

PHASE 3: AUTOMATE PERSONALIZATION

Use back-end mapping to auto-fill fields based on previous user interactions, in order to ask as few questions as possible in the forms.

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 my colleagues' and my preconceptions. I learned to call out not only others' biases, but most importantly, my own. 

KS

Let's create together

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

© Katharina Stavrou