Latrobe Health Services were seeing dramatic drop-offs in their sales funnel.
A strategy team and I were tasked with identifying problems and improving conversions.
I undertook an UX audit and competitor analysis, then led the client through weekly design sessions in pursuit of a solution.
I delivered a design in six weeks, and the new sales funnel is now undergoing development.
Key stakeholders in the marketing and sales teams were interviewed about their pain points and what they thought needed to be improved.
Hotjar statistics were analysed, and I undertook extensive competitor analysis to gain a better understanding of best practices.
The variety of different approaches to health insurance sales funnels was surprising.
There were clearly many avenues that would need to be explored, and many moving parts to consider.
The customer journey was mapped, in order to better understand how customers were interacting with Latrobe Health.
The Jobs To Be Done framework was used to define customer’s underlying goals and motivations.
Personas were supplied by the client, these were based on their interpretation of their most common types of customers.
I had to determine the minimum information needed to be collected from customers to provide quotes and facilitate a membership sign up as efficiently as possible.
I sketched early wireframes for each of these stages and began iterating.
The task was to collect minimum information such as age, income, and family status to provide an accurate quote, and then enabling the customer to complete a painless sign up.
The more information collected early on, the easier the sign-up flow. But this approach might lead to early abandonment. The challenge was in finding a balance.
As the information architecture was restructured, the designs were fleshed out, and the navigation between them was defined, a prototype began to take shape.
I presented to the client for their feedback and the design went through several rounds of iterations and improvements. A key development was adapting the experience for the different use cases.
The design was further polished and restructured for desktop format.
These actions including buying and selling commodities, tracking price trends, and arranging deliveries.
I customised the MUI design system for use throughout the project.
MUI was recommended by the lead developer on the team, as it has a basis in Material Design and compatibility with existing React components, enabling a relatively easy build process.
