Define
Problem
- Business: Multiple entry forms are allowing incorrect customers flowing into the wrong business department, taking up more time to rectify and redirect to the correct people.
- Customer: Confusing form questions/flows and multiple entry points are allowing customers to be directed to the incorrect department, which in turn requires additional re-routing/time for customer inquiries to be solved.
Opportunities
Simplify and optimise all forms into a single flow, this will enable customers to easily flow through the form to completion and also give quality leads to the lenders.
Deliverables
- Removal of 3 existing inquiry forms.
- Reinstate a new singular form that captures all customer queries that will be delivered to the right business department.
Design Process
Existing audit
- Analysis of current page to map out existing content.
- Highlighting opportunities areas that could improve engagement and conversion.
Interviews
- Interviews with key stakeholders to identify business pain points.
- Customers falling into the incorrect flow.
- Additional time required to resolve queries.
- Customers not reading through the questions.
Market research
- Competitor analysis of booking system journeys.
- Capability and technology.
- Entry points and pathways.
Journeys
- Card sorting to help simplify questions that were asked during the form process.
- Remapped form flow that broke down steps to reduce cognitive overload.
- Output logic that directed inquiries to the right business contact.
Hi-fidelity designs
