Addison Davis
Prospect Engagement
CHALLENGE
Our banking client had recently invested in a comprehensive design system for their .com properties, but the new Wealth Management landing page wasn't converting. They'd also recently spent billions acquiring an online brokerage, but hadn't found a way to incorporate it among their offerings. I was hired to lead customer research activities and champion the voice of the customer for a subsequent, experience-based redesign that could empathize with prospects and direct them into the right funnel.
WHERE I WORKED MY MAGIC
The most important part of any product design is understanding the customer and the problem we're trying to solve for them. So we took a step back from the landing page and instead zoomed in on the customer journey — the decision-making processes people follow, their perceptions, needs, and emotional highs and lows.
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During this foundational research I facilitated 24 interviews with individual prospects and recent investors over the first 2-week research sprint, worked with a service designer to synthesize a customer journey map, led 20 recent investors over a series of 3 journey-validation sessions in the next 1-week research sprint, and facilitated a prioritization workshop with 20 client stakeholders to finalize a strategic roadmap and guiding principles for the new landing page.
OUTCOME
Throughout a number of subsequent design cycles – including testing different information architectures, thematic foci, entry points, content, and imagery – my foundational customer research served as the bedrock for our final concept. We followed the established design system while speaking more directly to prospects, giving them clear options, senses of empowerment and inclusion, as well as a gentle guiding hand.
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Live A/B testing would validate recommendations that had the strongest appeal, and the final design would go on to improve the landing page bounce rate by 48% in 3 weeks and improve customer engagement by 46% in the first month after launch.