TL;DR | BOOSTING LEAD CONVERSIONS AT PHILIPS WITH SMARTER FORMS

As a Product Designer at Philips, I redesigned lead forms to reduce friction, increase completions, and drive 30% more sales opportunities.

SOLUTION SNEAK PEEK

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

KEY DESIGN DECISIONS

USER'S CHOICE

A goal-setting widget which offers different options based on user's key needs.

EGO DEPLETION OF USERS

Healthcare professionals are extremely busy and tired. By reducing the number of fields and "clearing" the UI, we aimed for reducing the cognitive load.

MINIMAL EFFORT

Fewer fields and an updated privacy language that don't require effort and time lead to higher conversions.

RESEARCH APPROACH | MIXED-METHOD 

I grounded my design decisions in both data and user needs by following a structured research process that blended qualitative and quantitative insights.

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 & CUSTOMER DECISION JOURNEYS INSIGHTS

The personas and customer decision journeys revealed why the old forms weren't working for them.

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.

TRADE-OFFS | BALANCING USABILITY & BUSINESS IMPACT

Optimizing lead capture meant reducing friction while ensuring sales teams still received high-quality data.

PROTOTYPE | FIRST MVP

We designed our first MVP that we would test.

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.

PROTOTYPE | ITERATION

Based on the testing, we iterated our solution.

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

After: This became the widget's first view.

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.

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.

PHASE 1: 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.

PHASE 2: DROP-DOWN FIELDS

Conduct user testing on function/specialty dropdown menus to improve accuracy, as the existing options were not tested with users and worked only within Philips.

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.

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. 

KS

Let's create together

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

© Katharina Stavrou