Summary & Vision
Align user intent with eligibility clarity to improve conversion quality
Redesign of a coverage check and qualification flow for a consumer utility comparison platform. The objective was to reduce early abandonment, improve lead relevance, and increase successful contract submissions by clarifying eligibility, reducing friction, and structuring a more transparent value exchange.
Challenge
High drop off and low quality leads in early stage coverage checks
Users entering the coverage check funnel faced uncertainty about eligibility, unclear value exchange, and cognitive overload early in the journey. This resulted in high bounce rates, low completion, and leads that required significant manual filtering by sales teams.
Product scope
Web-based acquisition flow focused on eligibility checks, lead capture, and handoff to assisted sales
Web-based acquisition flow focused on eligibility checks, lead capture, and handoff to assisted sales.
My Role: End to end UX ownership for a critical acquisition funnel
End to end ownership of UX strategy and lead execution for the funnel redesign. Worked closely with in-house design, product, and business stakeholders.
End to end ownership of UX strategy and lead execution for the funnel redesign. Worked closely with in-house design, product, and business stakeholders.
Process & Approach
Data-driven funnel redesign
• Analyzed existing quantitative data, internal research, and call transcripts to identify friction and intent mismatches
• Conducted heuristic reviews and competitive benchmarking of comparable qualification flows
• Synthesized findings into key friction points and opportunity areas
• Facilitated ideation workshops and translated insights into user stories and problem-solution mappings
• Lead and validated high fidelity flow improvements focused on clarity, progressive disclosure, and qualification logic
• Analyzed existing quantitative data, internal research, and call transcripts to identify friction and intent mismatches
• Conducted heuristic reviews and competitive benchmarking of comparable qualification flows
• Synthesized findings into key friction points and opportunity areas
• Facilitated ideation workshops and translated insights into user stories and problem-solution mappings
• Lead and validated high fidelity flow improvements focused on clarity, progressive disclosure, and qualification logic
Key Outcomes
• Clearer eligibility framing reduced early abandonment
• Improved alignment between user intent and lead qualification increased lead quality
• Simplified flow structure supported higher completion rates and more efficient sales follow up
• Clearer eligibility framing reduced early abandonment
• Improved alignment between user intent and lead qualification increased lead quality
• Simplified flow structure supported higher completion rates and more efficient sales follow up
Learnings & Impacts
• Small changes in language, sequencing, and validation logic can significantly affect user trust in high friction acquisition flows
• Tight collaboration with sales and operations is critical when UX decisions directly impact lead quality and downstream costs
• Utility and comparison products benefit from treating qualification as a user service, not just a business gate
• Small changes in language, sequencing, and validation logic can significantly affect user trust in high friction acquisition flows
• Tight collaboration with sales and operations is critical when UX decisions directly impact lead quality and downstream costs
• Utility and comparison products benefit from treating qualification as a user service, not just a business gate
