Industry
HR-Tech
Timeline
Apr 2024 - Aug 2024
Role
Product Designer
Optimizing Case Initiation: Drop-Off Reduction & Higher Conversions
Research & Analysis
To kick off the project, I conducted comprehensive research to understand what the user pain points are.
To start with, I revisited the Hotjar screen recording to see how they initiate each case.
The number of recordings indicate that users often leave the platform.
I also looked at Mixpanel to do a funnel analysis for the case initiation flow.
This indicates that there is almost 50% of drop-off rate in the 2nd step where users need to input employee's information and the 3rd step of the initiation flow, where users need to select services.
🕵️♀️ Problem
Users struggle with entering employee information and selecting the appropriate services, leading to confusion and inefficiency in the case initiation process.
Design
I decided on a design concept that meet the user needs, business goals, and technical feasibility.
To address this problem, I proposed a design concept that integrates with other HR tools to auto-fill fields.
This eliminates the need for manual data entry, reducing friction and preventing users from leaving the platform during case initiation.
However, the PM and Tech Lead raised concerns about the development effort required for integration.
After a constructive discussion, we agreed on an MVP approach—reducing the number of input fields and having only one step to complete the initiation.
Validation
I tested the design concept via moderated tests to make sure the solution helps with users' problem.
To validate our solution, I conducted five usability tests with users.
The insights revealed that users felt overwhelmed when presented with the entire form at once.
Based on the feedback, I refined the design by changing the approach to split the form into three steps and added a progress indicator, allowing users to track their progress throughout the process.
Design Handover
I tested the design concept via moderated tests to make sure the solution helps with users' problem.
To validate our solution, I conducted five usability tests with users.
The insights revealed that users felt overwhelmed when presented with the entire form at once.
Conclusion
