Pitching users on a pilot service
We were exploring messaging for a new service allowing families to book a caregiver within hours instead of days, with vetting courtesy of Care.com. This flow demonstrates how we planned to introduce the service during a family’s regular search for caregivers.
Anticipating that users could be reluctant to switch gears, the messaging seeks to be reassuring and highlight value.
Improving on a form
Long sign up forms are so stiff! We hypothesized that a series of quick questions instead, with the splashes of color the icons provided, would take the friction out of the process for registering for a payments tool. Of course, it was important that the copy smoothly shuttle the user along.
The updated flow resulted in a 91% increase in the visitor-to-prospect conversion rate. Yay, us! Yay, UX!