Riccardo Russiano - UI/UX Designer

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Improving the usability of the Greenmatch Solar quote form for increasing leads

Users visiting Greenmatch Solar quote form were sometimes confused by its UX and incurred in some accessibility issues. This is a source of frustration which leads them to abandon the form, causing the loss of potential leads for Greenmatch.

After analysing the accessibility, the overall flow of the form, and conducting some research, I designed a solution to improve the overall user experience and help Greenmatch to increase the percentage of leads.

TEAM - Product designer (me), Lead Designer

MY ROLE - I conducted usability and accessibility tests, as well as UX research for improving the current design of the lead gen form

PROJECT SCOPE - Improving the lead gen form (case study assignment)

YEAR - 2024

GREENMATCH SOLAR LEAD GEN FORM - THE RESEARCH BEHIND THE REDESIGN

1/4 -Testing and analyzing the form to spot the main issues

I have divided the issues I have found in two cateogories:

Accessibility and Usability Issues - the structure of the form really affects its behavior, specially when more than 3 options are visible on the screen
Brand Perception and User Satisfaction Issues - some elements, such as the benefits users have when requesting a quote, or social proof with testimonials from other users who tired the service can be highlighted more

2/4 Researching negative reviews and the competition, for spotting useful patterns and incorporate new elements in the form

This part of the research has been particularly useful for understanding the feelings of users, specially the ones who didn’t complete the form, or were simply disappointed.

The key highlights of this research were:

the mandatory field for the phone number scares most users, who are afraid of being spammed by multiple companies offering their services
the estimated contact time was not specified, and users did not know when to expect to be contacted

Conducting a competitor analysis helped me to spot some recurring patterns to be used in Greenmatch Solar form and also some elements that the competition was missing and that could help Greenmatch to stand out.

The design brief was extremely helpful for breaking down pros and cons of the current design of the form, and ideate possible solutions to fix it.

3/4 - Ideating solutions to tackle the problems of the form

I followed the same approach of the first step, and found solutions for the two main categories of issues I analyzed:

Accessibility and Usability Issues - I defined a different structure for the form, that doesn’t affect its usability and turns into strange behavior that confuses the user
Brand Perception and User Satisfaction Issues - I changed the aspect of some existing elements, like highlighting benefits for the user and social proof, and added other key indicators, like an expected contact timeframe

4/4 - Designing high fidelity screens for turning actionable ideas into visual elements to be included in the form

This was the very last phase of the project, where I added the insights of the research and the key ideas into the various stages of the form.

LEARNINGS FROM THE PROJECT AND THINGS I WOULD DO DIFFERENTLY NEXT TIME

Giving more control to the user - In the very final stage of the form, where the user picks the channel through which they wish to be contacted, I would structure the form differently. When indicating the phone number as main contact, I would let the user choose on which day and time slot they wish to receive the lead. This way they will have more control on this aspect, as this was a key element that was impacting the business in a negative way.

Every detail matters for creating an overall enjoyable experience - Analyzing the form so in depth really helped me to understand the importance of every single element in the full flow. Also the competitor analysis I conducted, was extremely insightful for spotting do’s and dont’s of a lead gen form, and how very small details can make an impact and make a user quit during the process.

This app has proved to have a great impact on users, and I could understand this through the user interviews I conducted in the release phase.

The research showed an overall 90% in satisfaction rate, and these are some of the feedback I collected from the interviewed users:

This app has proved to have a great impact on users, and I could understand this through the user interviews I conducted in the release phase.

The research showed an overall 90% in satisfaction rate, and these are some of the feedback I collected from the interviewed users:

Other projects I worked on

Designing an app that helps online resellers to cut listing creation time by 85%

Online resellers find it hard and time consuming to list a product. They usually sell item for a suitable price, that generates low profits or sometimes losses. Most of the times they give up and just give away their items for free or throw them away.

I analyzed the situation and the needs of online resellers, to design an app that helps them to speed up the workflow, easily track the best price to sell an item and generate more revenue from their sales.