Lead UX Designer
Turnkey Make-Ready provides end-to-end make-ready solutions for the multi-family housing industry. My primary objective for this project was to create a non-intrusive lead generation funnel while devising logic that produced the correct price estimate for their customers.
Turnkey Make-Ready knew that customers entering their website consistently left without filling out the information necessary to receive their flat-rate price, despite growing interest in the product. They also encountered issues with generating the correct price estimate, which created an additional step for their customers. As a startup, a more advanced lead generation system was for future phases, which meant they needed a cost-effective solution that generated a lead and easily allowed customers to receive their correct price estimate.
After assessing the current form and understanding their CRM capabilities, I worked with their director of operations to design a solution that integrated directly into their existing platform. Using conditional logic, I built a multi-step funnel that allowed the customer to receive their flat price, while capturing non-personal information that could be used to identify the lead and follow up.
Turnkey Make-Ready (TKM) entered the market with a new concept for the multi-family housing community and the trades that serve them. After understanding the challenges customers faced with an education curve on the product and receiving the correct price estimate, I knew the solution would have to include actions that seemed second nature. The first steps in this process were verifying whom their users were and determining where TKM's process was breaking. The company regularly communicated with users through events, surveys, associations, etc., so I was able to pull the information necessary for my research from their current user base. I also looked into their stats and theorized where users dropped out of the funnel. This information provided the foundation for me to define the problem and begin ideation with their director of ops and president. Once I fully understood my objective, my goal was to design a solution that allowed the customer to get the correct price within two mouse clicks and produce a lead for the TKM team at each touchpoint.
UNDERSTANDING THE TKM USER
After compiling the initial user information from the company's interactions with their customers, I assessed that their primary user held the position of the property manager. I created a persona, problem statement, and user journey map based on this information and additional industry research.
There was not enough visibility within the existing price estimate system to definitively understand where customers were leaving. However, when compared to the number of site visitors and button clicks, I would see they exited within the estimate.
Customer didn't understand the purpose of answering additional question for the price estimate.
Customers had to complete more than three steps to receive their flat rate price. Based on the research, customers believed they would receive their estimate after the second click.
I created three personas based on the user data TKM provided, results from field surveys, and my additional research. Property Managers are the primary user, and understanding them provided valuable insights while developing TKM's customer journey.
As a property manager, I want to get a flat rate price estimate online for a complete unit turn so that I don't have to bid on multiple trades.
User Journey Map
Goal: To receive a price estimate that include multiple trade through one service/work order.
Based on conversations with their customers, their current form required several improvements.
The user initially entered the website to get a price estimate because they didn't understand the flat-rate concept and were less likely to fill out the form when it took additional steps to receive the price.
While the customer's needs were my primary concern, I also remembered that TKM needed visibility on the customer click-through and conversation rate.
Keeping these points in mind, I continued into the ideation phase, which revealed essential elements for future design.
As I worked through ideas with the TKM team, also known as big brain time, we brainstormed, dumped, and wrote about multiple ways to address each challange. We adapted, modified, and combined ideas from other projects, industry standards and customer feedback. We even talked about the worst way we knew to achieve the user's goal. After this phase in our sprint was complete, we had two viable ideas and one design that if achievable, would be a great solution.
On the path to our final design
While working on the first Lo-Fi mockup, it quickly became apparent that the conditional logic couldn't support the user path without requiring more than two clicks to produce an estimate.
After looking at our second viable idea and trying to map that path, we consulted a platform expert. That is when we realized the creation of a price estimate that fed into a user portal required additional effort for the user and would take much longer to build.
Do Not Pass Go! Do Not Collect $200!
..."the simplest solution is almost always the best"
A little Occam's razor anyone?
This iteration of this design combined a few different methods that proved to be user-friendly and relied on what I knew to be solid UX principles.
To list just a few:
Necessary Questions Only
Grouping Related info
After sending the prototypes to the internal team, we gathered additional information that needed to change.
Once the TKM team felt the form was ready, they launched it in a marketing email and at a trade show.
With increasing interest in how the pricing worked, we received even more feedback on ways to improve the form.
Even with the additional updates that are on the agenda, each iteration of the form increases conversion by 5%-10%