Introduction
Form completion rates for customer reviews were falling below expectations, despite improvements in the email template. As the lead Product Designer, I led the redesign to improve user engagement and increase the form completion rate. Our efforts resulted in a 28% improvement in form completions and a 70% uplift in overall response rates.
Challenge
Users found the existing form cumbersome, difficult to complete, and not mobile-optimised. Despite improvements to the email templates, the disconnect between the email and the form led to lower engagement. Many form elements were fiddly and hampered quick user completion.
Solution
We redesigned the form with a component-led approach, focusing on usability, accessibility, and mobile responsiveness. By collaborating closely with engineers and product managers, we ensured feasibility while enhancing the user experience. Improvements included clearer error handling, microinteractions, and faster load times.
Process
- Research: Analysed drop-off points using quantitative data and conducted user interviews through usertesting.com.
- Design: Created reusable components using Figma and developed a component library with Storybook.
- Testing: Conducted iterative A/B testing to validate design decisions and measure improvements.
Impact
The redesign led to a 28% increase in form completion rates and a 2.05% overall response rate (+70% compared to the original control group), significantly enhancing user engagement and the number of customer reviews.
OKRs
- Objective: Improve form completion rate by 30%.
- Achieved: 28% improvement in form completions.
- Overall Response Rate: Increased to 2.05% (+70% vs. control group).
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