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 towards 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 pre-qualifier tool for their core service in the form of an online assessment platform, I was asked to update the experience for.

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, my work revolved around reconceptualizing the offer and repositioning 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, pin down the core problems, and translate the insight gained into a web experience strategy that could 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 giving away premium content. Leading to a contemporary assessment experience with fresh but on-brand visual identity, effectively repositioning towards the target demographic.

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