PROBLEM STATEMENT
The self-service funnel for account creation revealed a critical drop-off point, with a 60% decrease in prospects from the initial landing page to account creation and the self-service dashboard. This significant loss was attributed to prospects encountering a complex dashboard with minimal information about Justworks.
SOLUTION
To address this challenge, we introduced a Guided Shopping MVP experience in collaboration with the marketing & brand design team. This approach aimed to create a more engaging and informative transition from the marketing site to self-enrollment. By collecting essential prospect information, we tailored product recommendations, built trust, and streamlined the account creation process. Additionally, the initiative incorporated an automated payroll path, enhancing the overall self-service experience while maintaining the integrity of the sales-led funnel.
Facilitated workshop with stakeholders
Goal
• Generate questions and ideas for the Guided Shopping experience from your perspective of the Prospect user.
After the workshop, we created a decision tree to ask fewer questions while accurately recommending products, focusing on SMBs' immediate needs.
Constraints:
• Seamless transitions across three environments
• Payroll product's go-to-market strategy is still undefined, impacting question design
• Accommodate different business /sales funnel requirements
Inspiration gathering of different approaches top of funnel self service experiences.
Brainstorming Solutions
• Collaborated with content design, marketing & brand design, as well as the design system team
• How might we guide the user through a set of questions that feel natural, not overwhelming, engaging and of course increases the conversion within the funnel
• Leveraged some patterns we collected from our market research and inspiration gathering
• Gathered feedback from the team and continued to iterate
Concept testing & alignment
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Tested early and often with our core audience via usertesting.com to validate layout and flow.
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Collaborated cross-functionally with marketing, design systems, and content design to refine and align on final designs
