A New Experience
GOFreeCredit.com helps users obtain a free credit score and manage their credit reports through TransUnion’s subscription service. The existing hosted flow started as a responsive site and when I arrived, we worked to evolve it’s usability on mobile devices as we saw the number of mobile users grow.
With roughly 80% of users now on mobile, we decided to re-evaluate our approach to the user flow and take more of a mobile-first approach.
20% increase in CTR and 17.87% increase in revenue over 12 months
Creative Director, Lead UX Designer
In partnership with Google, we analyzed our existing flow and asserted that we could increase conversion by 20% through a mobile-first approach.
Our team attended Google’s Design Sprint and during their sketch and prototype exercise, we developed a proposal to test and move forward with, as an alternative to our existing flow.
Some of the key suggestions that arose from our initial review were:
Show that the site is secure
Clarify why specific information is needed
Ensure pages load quickly
Show a clear benefit oriented value proposition above the fold
Display value proposition at each stage of the funnel
Show visual progress to guide the user
Use descriptive call to actions
Reduce the number of fields
Use inline validation
Leverage our initial findings and the feedback received during our Design Sprint exercise, along with our own data and create an entirely new experience that we could validate with user tests. Some of the adjustments made:
Clear marketing message and value proposition
Clearly labeled next steps
Clear progress bar
Less intimidating screens by breaking up the form into multiple pages
Impression of trust and security
Friendlier language and imagery
We tested our existing flow against the new challenger. We compared perceptions of trust and security, as well as overall preference and ease of use. While we uncovered even more areas of improvement, we did find that there was preference for the challenger.
“The existing site did not have steps outlined as clearly, especially the payment information…Unlike the new version that outlines the payment information more clearly. I’m sure people would appreciate this site more."
The main goal of the user tests was to determine an overall preference. Old vs. New. While we were able to determine a winner, we discovered additional findings that allowed us to iterate even more. The feedback told us that the new flow was too long and that there were instances of click fatigue. We took this information and continued to evolve the flow in order to avoid frustration.
This is currently in the build stages.
The amount of increase in conversions required to break even in one year is 1.75% (3.86% to 3.92%).
If CTR increases 20%, gross revenue increases $7.9M, gross profit increases $1.9M and ROI is 1,046% in one year.
* project handed to design lead to complete final wireframing and final design