Overview
To solve this, I led the design of a product recommendation quiz aiming to create a more personalized experience for founders.
While the quiz itself wasn’t launched, the "I'm a [blank] startup at [blank]" personalized field pattern was adopted into our sales form on JPMorgan.com
Much of the process has been omitted to protect the firm's “secret sauce”. All views are my own and may not reflect those of JPMorganChase.
20%
Form capture increase
52%
User engagement increase
46%
Error rate reduction
Source: A 1 month A/B test comparing legacy form to new experience.
Problem
Our website struggled to change that, with offerings being hidden behind a gated experience.
Unfriendly verbiage on landing — JPMorgan.com/startups
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Generic icons used in place of product visuals.
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A very long get started form.
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Opportunity
In our in-person ideation workshop, I helped the team come to four key principles to tackle each facet of the problem at hand:
Outdated brand
Out of reach; too big
Low conversion rate
Long sales form
Design
Modern visual direction
I wanted to design an experience that would flip the way founders viewed us from their very first interaction with our quiz. This was a challenge since our design system hadn’t been used in this flavor before.
Our solution was created by using legacy themes to create bold new visuals, including gradients, graphics, and fun interactions.
Personalized
To fight the pre-conceived notion that we were “too big” for founders, we made the face of the quiz a “choose your adventure” experience.
I wanted the quiz to tease that we had something for everyone right out of the gate.
Outcomes
More work
