objective
redesign the homepage and campaign creation flow to increase lead conversion rates and address an 80%+ drop-off rate during the onboarding process.
research
ideation
discovery
design
the 80%+ drop-off rate was not solely due to homepage design but stemmed from structural inefficiencies in the campaign creation process.
user testing and heatmap analysis indicated cognitive overload in form fields and unclear CTAs.
1. competitive benchmarking:
conducted a systematic analysis of industry competitors to identify UX patterns, conversion strategies, and potential differentiators.
2. user flow audit:
mapped the existing campaign creation journey, identifying critical friction points using Figma flowcharts and Hotjar session recordings.
3. behavioral analytics:
analyzed quantitative data from Google Analytics and marketing-driven user segments, revealing high abandonment rates at key decision points.
solution development
stakeholder workshops
& user interviews
conducted semi-structured interviews with existing users and potential leads to validate pain points and gather qualitative feedback.
ideation & prototyping
simplified homepage architecture: prioritizing value proposition and CTA hierarchy, and
optimized campaign flow: reducing form fields, implementing progressive disclosure.
official website
campaign management flow
campaign creation flow
results achieved
considerable growth in conversions for new campaigns through the home page CTA
constant growth in the permanence of users in the flow of creating new campaigns