CONTEXT

Most tech employees work in small companies. Running a small to mid-sized business can be overwhelming, with challenges such as obtaining business insurance, raising capital, and hiring talent. WTIA provides ongoing support for small companies’ growth offering services that address health and wellness benefits, recruiting, capacity, and growth challenges.

However, completing the transformation of WTIA, a large-scale B2B website, in just 9 weeks was a significant challenge for the team. As the lead designer, I faced a very tight deadline, and developers needed to start building soon.

To simplify the process, I prioritized the product quoting workflow feature over others to reach one of the business goals :

1. Make proposition clear

2. Streamline the menu of services available

3. Add instant value for getting a quote

Timeline

July-September 2022 (3 months contract)

My Contribution

UX Designer (wireframe, information architect, user journey, high-fidelity prototype, concept strategy), UX Researcher, UI, product strategy.

Outcome

Increased web traffic through getting a quote from a 24 hour turn around time to immediate

Project Collaboration during 3 Main Phases

The Client-WTIA (Washington Technology Industry Association)

• Who: WTIA is a technology trade association and business incubator with comprehensive product listings for assisting tech startups.

• What Services: WTIA’s key offerings are Insurance, apprenticeships, business consulting, and other offerings to startups internationally.

• WTIA's customers: C-suites, HR, Insurance sales.

BUSINESS GOALS

Increase conversions by helping WTIA’s prospective customers to better understand its brand value and sign up for services quickly.

PROBLEM

*a bounce rate between 26% and 40% is considered to be average for most websites

Customers lack an understanding of what WTIA does and the value it can offer

“People come to us for health insurance because they go through a broker, but They don’t really know what we do.“

-Heather, Marketing director of WTIA

DESIGN CHALLENGE

How might we deliver WTIA’s core value when they have more than 10 business products, with each product having its own competitors?

RESEARCH

Validate hypothesis: WTIA’s value is difficult to understand!

• Budget limitations: Gathering testimonials and conducting interviews with current and past clients was challenging, as many of WTIA's clients were reluctant to share their names, particularly smaller companies with shorter operating histories and less notable results.

• To prioritize service redesign, I tested the current website with three potential customers from my network. The results revealed comprehension and access issues with the website.

4 Key Insights from User Journeys Testing Existing Website:

When things look fuzzy with ongoing stakeholder interviews and user interviews, I use the user journey map to pinpoint key user pain points, insights, and UX opportunities.

4 Design Opportunities:

DESIGN EXPLORATIONS

Use my research insights to form 3 Divergent design concepts to tackle the problem of how to communicate WTIA’s value.

Why was Design Concept 3 selected?

To balance user needs and business goals

I added a wizard design to help users understand core services quickly. The client was happy with moving the free quote feature to the top for better user interaction.

DESIGN ITERATIONS

The quoting feature seemed to communicate WTIA’s services much more clearly.

Three major improvements during my iterations

Improvement #1 Show clear proposition through quoting feature

After presenting the original wireframe, I received feedback from my product manager to reduce the number of core service cards from 9 to 6, highlighting key products for a simpler and cleaner design. During user testing, 4 out of 5 users were able to recall WTIA's core products within 3 seconds, understand the services offered, and easily navigate to get a quote.

Improvement #2: Simplify the quote process with clear guidance and no lengthy signup

WTIA tried to build a portal twice to manage quotes and membership, but failed due to technical limitations. During a mockup presentation, my client suggested an alternative approach to avoid login and assist users who were uncertain about their needs. To solve this problem, I proposed a four-step survey to get a quote without a lengthy signup process, and added a section titled "Not sure what you need? Let's find out.

New opportunity:

How might we add details specifically about adding value to customers’ businesses?

Iteration #3: Get a quote from 24 hours to immediate!

The original quote process was slow and required manual generation within 24-48 hours. After discussing with the VP of Marketing and discovering that most products could be offered outside Washington, I streamlined the quote flow by creating a 4-step survey for each product, offering immediate dashboard delivery. The engineer believes affordable survey tools and design options are available. This enables instant quotes and a checkout button for faster decision-making.

FINAL SOLUTIONS

A clear value proposition through a quoting workflow!

FINAL IMPACT

✅ Increased clicks on getting a quote by 20%

Users liked the streamlined quote process, they found the process is more engaging and satisfying

✅ Lifted satisfaction by 20%

Users understand how the service work and would like to switch to WTIA’s products from other HR companies and platforms.

✅ Increased turnaround from 24 hours to immediately

Users don’t have to wait for 24 hours to check their email but to view and download the quote immediately, which increased the check out rate.

NEXT STEP

Increase WTIA’s credibility and value with statistics and a competitor chart.

Based on the 10 users’ feedback from two rounds of testing, they would like to see how WTIA compares with other competitors so they can see the value of choosing WTIA. Therefore, The next step for me is to add testimonies of successful customer stories and design a chart to show WTIA can do all the services its competitors do at cheaper bundle prices.