The company was launching new products and updating its brand. To make any of that work, the mobile experience had to be better. Simple as that.
The biggest issue was conversion. On mobile, only 13% of people finished signing up. The old site put every obstacle in their way: too many steps, too many plans, all jammed together. Users had to slog through up to 12 screens, and comparing plans was a mess, over 30 options on one page, with no real way to tell what’s different or why you’d pick one over the other. The whole thing was noisy and unclear. Most people took one look and gave up. More than 50% didn’t even make it to the end.
Redesign the mobile site. Get rid of unnecessary steps in onboarding. Cut the clutter, make plan options clear and easy to compare, and put the real value front and center. No guessing, no wasted steps, just what users needed to pick the right plan, fast.
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That’s around 600 new customers every quarter, and real growth in both revenue and ROI.
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Users moved through quicker, which meant less support work and more people getting all the way through.
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More people stayed in the funnel, so fewer missed chances, more actual sales.
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Everyone: design, engineering, product – was involved in workshops and usability tests. We kept research quick and to the point: “just enough, but systematic”, so we always had the evidence to back up our choices.
We used a simple, rigorous framework: define the problem, plan the work, gather data, analyze it, and share results. It kept us focused and made sure everything we did led to action.