Aim: Repositioning and conversion

This project revolved around the repositioning of an enterprise accreditation provider in the employee wellbeing space, a partially government-owned, community interest company dominantly working with large multinational clients. Given the lengthy process of closing contracts in their traditional niche, they decided to open to companies of various sectors to attract faster deals. In order to align themselves with more agile industries, the repositioning efforts expanded into their web presence and included the planned launch of a taster and pre-qualifier tool for their core service in the form of online assessment platform.

Work done:

The driver of the restructuring was the significant dropout rate of the earlier version of the pre-qualifier tool, which was intended to serve as the primary conversion channel for the new market. Therefore, it was essential to reconceptualize the offer and reposition the web experience. I gathered the concerns raised by various internal departments regarding their interactions with clients, along with fragmented client feedback, allowing to filter out the noise, frame the problem, and translate the insight gained into a web experience strategy that can be applied on the assessment platform. The restructuring involved reducing mental load by breaking down complexity through the use of gradual disclosure, and guiding clients toward a result that meaningful enough to prompt action without revealing premium content. Leading to a contemporary experience, effectively repositioning towards the target demographic.

• Onboarding & engagement strategy
• User insight synthesis
• Insight-to-action translation
• Workflow and interaction modelling
• Complexity reduction