CASE STUDY
VISUAL OVERHAUL | DESIGN SYSTEM BUILD
Timeline: Jan - April 2021 (3 Months) Tools Used: Figma
Role: Product Designer Project Type: Marketplace Web App
About The Product:
Respondent.io is a 2-sided marketplace tech start-up that facilitates remote market research studies between world-class researchers and industry professional participants around the world.
About The Problem:
When a researcher signs up for a Respondent account, they need to wait for a manual approval from Customer Success before they can publish a project and actively recruit participants - experiencing the value of using Respondent.
Additionally, users were mistakenly signing up for the wrong account, contributing further to confusion and increased churned users. This has resulted in a low conversion rate from sign-up to pay as well as creating unmanageable support load for Customer Success.
Our Goal
To accomplish a high-converting sign-up page for researchers that collected the necessary information at the outset in order to process an auto-approval on signup. Addressing this problem, will allow us to drive researcher activation as well as reducing unnecessary workload for Customer Success.
What I Did:
Unified the look and feel across the two sign-up pages of Respondent’s marketplace with clear and identifiable differences.
I facilitated our approach and collaborated cross-functionally with customer success, our PM’s, the data scientists and the engineering team to iterate and test various concepts. I also initiated the implementation of a new design system to harmonize the platform and begin the maintenance of a design language for the product.
Our Process:
The brainstorming started with many conflicting ideas of how and what to collect from researchers during signup. I worked alongside customer success to segregate the information that was most critical to collect ahead of signup to reduce the cognitive load required for researchers.
I researched how competitors and high-converting sign-up flows were orchestrated and then I stepped back and mapped all possible flows under signup and login. We cut down all the redundant screens to minimize down to 3 steps. After that, I spent a lot of time talking to different stakeholders to explain the impact that we were envisioning and conducting concept testing to validate our assumptions.
Problems We Solved:
Crafting a holistic look and feel
Reducing the workload for CFT
Creating a frictionless signup process for researchers towards a faster aha moment
Implementing an intuitive and transparent information collecting process
Minimizing the number of mistaken sign-ups between researcher and participants
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