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The Challenge
The Challenge
Centific’s OneForma platform faced significant challenges with its main page workflow, including low engagement and high drop-off rates. These issues hindered user retention and satisfaction, resulting in significant annual revenue loss due to missed opportunities and reduced platform utilization. The company needed a solution that would address user pain points, optimize the workflow, and align with its strategic goals.
This led to the formulation of the following objectives:
Increase user engagement and retention.
Address pain points identified by top users.
Deliver measurable business impact and establish a scalable framework for future enhancements.
The Solution
The Solution
To tackle these challenges, a comprehensive and collaborative approach was implemented:
User Research: I worked with the Product Director and Community Manager to gather insights from surveys, support tickets, and user feedback sessions. Here, we identified specific pain points and needs of high-value users to guide the redesign process.
Workflow Redesign: I partnered with Product Engineers to create a streamlined and intuitive main page workflow. This workstream addressed friction points, improved navigation, and prioritized critical user actions to enhance the overall experience.
Prototype Development and Testing: Using the insights of the team, I created wireframes and prototypes of the redesigned workflow. This coalesced with user testing on a select group to gather actionable feedback and iteratively refine the design.
Implementation and Performance Monitoring: I collaborated with engineers to launch the redesigned workflow. We worked together to implement tracking mechanisms to measure engagement, retention, and task completion rates post-launch.
Why It Works
Why It Works
The redesigned website was meticulously crafted to solve Wandke Accessibility's specific pain points. The user-centric design made the site more navigable and visually appealing, significantly improving the user experience, particularly for enterprise clients who expect a professional and polished online presence.
Landing pages for downloadable content directly addressed the need for scaling B2B marketing efforts by providing Wandke Accessibility with the means to capture and nurture leads more effectively. The CRM integration ensured that all customer interactions were tracked and managed seamlessly, leading to more efficient follow-ups and higher conversion rates.
Moreover, the accessibility focus reinforced Wandke's brand values and demonstrated their expertise in the field, making their website a powerful marketing tool that resonates with their target audience.
The Impact
The Impact
The redesigned workflow delivered measurable improvements across key metrics:User Engagement: Achieved a 30% increase in engagement, including time-on-platform and task completion rates.
Reduced user drop-off rates by 20%, significantly improving user satisfaction.
Enhanced user retention and engagement contributed to an additional five-figure increase in annual revenue.
The new workflow provided a robust framework for ongoing platform improvements, ensuring long-term value for Centific’s user base.
This initiative transformed the user experience on Centific’s platform, directly addressing its core challenges while delivering substantial business benefits. By combining data-driven design solutions, collaborative teamwork, and continuous optimization, the project not only improved immediate outcomes but also set the stage for sustained growth and innovation.
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