Discover
I investigated underperforming pages and forms to uncover user pain points, drop-offs, and backend data challenges.
- Reviewed existing product pages and landing forms to identify low-conversion points.
- Conducted analytics review using CrazyEgg heatmaps and Google Analytics to track user behavior and friction.
- Interviewed stakeholders across marketing, Sales, and DevOps to understand business and technical requirements.
- Identified gaps in Salesforce data collection impacting lead quality and follow-up effectiveness.
Key Insight: Users struggled with outdated UI, confusing messaging, and lengthy forms, which created poor conversion rates and incomplete lead data for Sales.
Define
I established clear goals to improve the user experience, optimize forms, and align page content with business objectives.
- Defined the design challenge: modernize product pages, simplify form flows, and improve lead data accuracy.
- Aligned form fields and question logic with Sales requirements to capture actionable insights.
- Prioritized usability improvements that would reduce friction and increase demo requests.
- Set measurable goals for conversions, data accuracy, and user satisfaction.
Develop
I designed, prototyped, and iterated on landing pages and forms with cross-team collaboration to validate solutions.
- Created interactive prototypes in Adobe XD and iterated based on usability testing and stakeholder feedback.
- Streamlined form flows, reducing unnecessary fields and optimizing question order.
- Tested UI and messaging updates on product pages to improve clarity and engagement.
- Partnered with DevOps to integrate Salesforce backend and ensure accurate data capture for drip campaigns.
Deliver
Delivered redesigned product pages and landing forms that increased conversions, improved lead quality, and provided actionable Sales insights.
- Finalized responsive product pages with updated UI and UX-focused copy/messaging.
- Delivered simplified, dynamic landing page Pardot forms aligned with Sales requirements.
- Provided usability testing documentation and analytics-backed recommendations.
- Implemented Salesforce integration with cleaned-up data flow for accurate reporting and follow-ups.
- Supported the Marketing and Product teams with ongoing collaboration documentation and best practices.
