Leads-Gen Flow Optimization
Kitchen Cabinet E-commerce Redesign: Data-Driven Form Optimization.
-30%
DROP RATE
-20%
ADS FEE TO AQUIRE A LEAD
*Metrics have been rounded up.
My contribution
My contribution
Lead Designer on Complete Website Redesign with Focus on Customer Acquisition Journey
Participate in:
SKU Management & Operation
Product Management
Graphic Design
Lead:
Desktop/Mobile Design
Design System
Stakeholder Interview
Usability Test & Iteration
Collaborate with:
Sales & Operation Team
Marketing Team
Engineers
Copy Writer
CHALLENGE IDENTIFICATION
90% Abandonment in Kitchen Design Request Process
High Drop Rate
in the FREE KITCHEN DESIGN FLOW
104
Download form
7 scan and upload the form
5 reply email
Behavior
Start Free Design
Download Form
Submit Form
Reply Email
Users’ number
Print Form
Measure Kitchen
Fill Form
More than 90% of users who downloaded our measurement form never completed the process by uploading measurements or providing contact information.
BUSINESS IMPACT & STAKEHOLDER VALUE
Reducing Abandonment by Over 30%
Decrease the Drop Rates
More than 30%
[More Qualified Leads]
"Not only did we generate more leads, but these leads actively scheduled meetings with our team. Our lead conversion quality improved significantly."
Sales &
Kitchen Designer
[More Users Finish Free Kitchen Design Forms]
Start Free Design
Submit Form
Google Analytics (GA4) data
Marketing
Director
USER PROBLEM
Complicated
OFFLINE
Measurement Process
Users found the technical & offline measurement process required before engaging with our service overwhelming and time-consuming, creating a significant barrier to moving forward in their kitchen renovation journey.
Print “Measurement Plan” with printer
01
Step 4: Scan & Upload
04
Fill out the printed form and draw the kitchen plan
Measure the kitchen size
03
Measure kitchen using tapes
02
USER PROBLEM
Complex
OFFLINE
measurement process
Print “Measurement Plan” with printer
01
Step 4: Scan & Upload
04
Fill out the printed form and draw the kitchen plan
03
Measure kitchen using tapes
02
DIVE DEEP OF THE PROBLEM
Simplifying Without Sacrificing: Balancing User Ease with Design Needs
Sales &
Kitchen Designer
“All questions are crucial for a complete kitchen design.”
Precise measurements were necessary to generate accurate kitchen design & quotes.
“How many questions do we really need
to complete a kitchen design?"
User
“This is a lot of work!”
No Incentive
No Engagement
Overwhelming Technique Questions
Sales &
Kitchen Designer
“All questions are crucial for a complete kitchen design.”
Precise measurements were necessary to generate accurate kitchen design & quotes.
“How many questions do we really need
to complete a kitchen design?"
User
“This is a lot of work!”
No Incentive
No Engagement
Overwhelming Technique Questions
The Dilemma
OR
Was the goal of the flow:
To produce perfect
designs upfront?
Was the goal of the flow:
To initiate contact and build trust with customers?
OR
Was the goal of the flow:
To produce perfect
designs upfront?
Was the goal of the flow:
To initiate contact and build trust with customers?
The Fundamental Question
The Findings:
Few users ever submitted completed forms.
Even with detailed forms, sales typically required multiple follow-up calls to confirm kitchen details.
Me
Sale Manager
Sales &
Kitchen Designer
Refined Objective
Collect the right amount of information to create preliminary kitchen designs that facilitate
initial contact and build customer trust
The Turning Points: In-depth Interview with Sales
Optimized User Flow & Sales’ Flow
The redesigned process focused on finding the optimal balance between:
Gathering enough information for the sales team to provide valuable initial designs
Simplifying the user experience to minimize friction and abandonment
Creating natural touchpoints for continued customer engagement
Let’s Transform Insights into Design:
Four-Step Engagement Strategy: Making
Complex Tasks Accessible
THE DESIGN
Building Emotional Momentum Through Progressive Engagement
DESIGN OF “STEP 1”
Engage: Creating an Accessible Entry Point
Print “Measurement Plan” with printer
01
THE RATIONAL
Reduce initial friction by starting with an enjoyable, low-effort task of selecting kitchen style preferences
BEFORE: OFFLINE PRINT
AFTER: ONLINE SELECTIONS
DESIGN OF “STEP 1”
Engage customers with the easiest first step
Print “Measurement Plan” with printer
01
BEFORE: OFFLINE PRINT
AFTER: ONLINE CLICKS
Iterations
Iteration 1
Cannot see “Save and Next” on the first screen.
Iteration 2
Fix progress bar so that users are less likely to miss the “Save & Next”
Iteration 2
Customers may stuck in this step because they are not sure what color to choose.
Final Version
Allow customers to select multiple colors or “Not Sure Yet”
Iterations
Progress Bar Iteration
Before
The progress bar is on the top. Users cannot see “Save and Next” on the first screen.
After
Sticky progress bar so that users are less likely to miss the “Save & Next”
Card Iteration
Before
Customers may stuck in this step because they are not sure what color to choose.
After
Allow customers to select multiple colors or “Not Sure Yet”
DESIGN OF “STEP 2”
Transform Technical Tasks into Scenario Based Selections
Measure kitchen using tapes
02
02
Fill out the printed form and draw the kitchen plan
Measure the kitchen size
03
THE RATIONALE
Drawing from scratch is difficult, but making choices and filling in some information is much easier.
BEFORE: OFFLINE DRAW
AFTER: ONLINE CLICKS
DESIGN OF “STEP 2”
Transform Technical Tasks into Scenario Based Selections
Measure kitchen using tapes
02
02
Fill out the printed form and draw the kitchen plan
Measure the kitchen size
03
THE RATIONALE
Drawing from scratch is difficult, but making choices and filling in some information is much easier.
BEFORE: OFFLINE DRAW
AFTER: ONLINE CLICKS
Iterations
BEFORE (v1 design)
Users Need to Fill in
accurate
kitchen dimensions in
2
pages
Downside of this solution
[More Dev’s Work]
This will takes one more week to develop multiple pages.
Tech Lead
[Users’ Confusion]
I can't match each side one by one.
My kitchen is similar to G-shape but it is not exactly like this. I’m wondering which side’s dimension should I put on which input box?
My Kitchen Layout
?
?
?
?
Kitchen Layout on the Website
End User
After
Fill in
Rough
area dimensions in
1
page
End User
“I can easily measuring the kitchen area dimensions by walking ”
“I can easily choose my kitchen’s layout”
Guide users to make a choice based on their usage scenarios, rather than requiring them to input manually.
End User
Positive feedback
Learnings
Design aims to encompass a wide range of possibilities,
rather than predicting and prescribing all potential user behaviors.
Try to understand user's cognitive model
rather than thinking about the problem from a professional technician's perspective
Iterations
Version 2
Fill in
rough
area dimensions in
1
page
“I can easily measuring the kitchen area dimensions by walking ”
“I can easily choose my kitchen’s layout”
Guide users to make a choice based on their usage scenarios, rather than requiring them to input manually.
Positive Feedback
Learnings
Design aims to encompass a wide range of possibilities, rather than predicting and prescribing all potential user behaviors.
Try to understand user's cognitive model
rather than thinking about the problem from a professional technician's perspective
Version 1
Fill in
accurate
kitchen dimensions in
2
pages
Page 1:
Choose a Kitchen Layout
Page 2:
Input Accurate Dimension for Each Side
Shop
Gallery
Support
Get Free Design
Add dimensions
Instruction:
Please measure each wall that will have cabinets on it.
Quick measurement will not include existing window, door or applicants details. We can always help you fulfill the details and get accurate design via 1v1 meetings later.
Contact us:
Have questions? Call us at: 833-RENOERA
?
Email address
You can track your design process using this email.
inches
?
Email address
You can track your design process using this email.
inches
?
Email address
You can track your design process using this email.
inches
The island will be:
Email address
You can track your design process using this email.
inches
x
Email address
You can track your design process using this email.
inches
Step 3: Kitchen Size
Save and Next
[Users’ Confusion]
I can't match each side one by one.
My kitchen is similar to G-shape but it is not exactly like this. I’m wondering which side’s dimension should I put on which input box?
My Kitchen Layout
?
?
?
?
Kitchen Layout on the Website
End User
Downside of this solution
DESIGN OF “STEP 3”
Connect: Strategic Contact Information Collection
Step 4: Scan & Upload
Extra Step: Leave Contact Information
BEFORE: OFFLINE SCAN & UPLOAD
AFTER: ONLINE INPUT
DESIGN OF “STEP 3”
Connect: Strategic Contact Information Collection
Step 4: Scan & Upload
Extra Step: Leave Contact Information
BEFORE: OFFLINE SCAN & UPLOAD
AFTER: ONLINE INPUT
DESIGN OF “STEP 4”
Encourage: Transforming Meeting Booking from Task to Benefits
After submitting the form,
Lots of customers never answer the call....
Sale Manager
END?
BEFORE: LOSE CONTACT
AFTER : PROACTIVE MEETING SCHEDULING
THE RATIONALE
Reframe booking a meeting as a valuable benefit rather than a task to inspire users to take action.
DESIGN OF “STEP 4”
Encourage: Transforming Meeting Booking from Task to Benefits
After submitting the form,
Lots of customers never answer the call....
Sale Manager
END?
BEFORE: LOSE CONTACT
AFTER : PROACTIVE MEETING SCHEDULING
THE RATIONALE
Reframe booking a meeting as a valuable benefit rather than a task to inspire users to take action.
Iterations
Strategic Challenge
Business Needs: Maximize meeting bookings for sales conversion
User Experience: Maintain autonomy while encouraging action
The “enforce” strategy
The “invite” strategy
Did my form get
submitted or not?
User
Okay, I’ve already submitted the form.
I’ll just leave the computer (& forget..)
User
The Turning Points: Sales Team Insights Reshape Our Approach
Design is an extension of the brand experience and sales strategy....
Sale Manager
Me
“What kind of follow-up
do customers expect after submitting their information?”
“Our customers actually prefer us to be proactive. ”
“When competitors disappear after a design request, it leaves them frustrated. The more engaged we are, the more confident they feel.”
Book a meeting should not be a task for users, but as an exciting benefits
The New Design
Frame meeting as a task
benefit
Learnings
Balancing User Experience and Business Goals —> Achieving a Win-Win Solution
Balancing user experience and business goals doesn't necessarily mean making trade-offs; a win-win approach is possible.
The key is to avoid viewing business objectives as tasks imposed on users.
Instead, through user interviews, we can genuinely understand users' goals and their sense of urgency. We are not setting traps to make users pay but are meeting their needs while achieving mutual business success.
Iterations：
The New Design
Frame meeting as a task
benefit
The Turning Point
Design is an extension of the brand experience and sales strategy....
“What kind of follow-up
do customers expect after submitting their information?”
Me
“Our customers actually prefer us to be proactive. ”
“When competitors disappear after a design request, it leaves them frustrated. The more engaged we are, the more confident they feel.”
Sale Manager
Book a meeting should not be a task for users,
but as an exciting benefits.
NOT THE END
ASK ME
If you are interested:
5%
Less than
of users drop on this step
15%
More
than
of our customers are returning contractors
REFLECTING
Is a simpler process always better?
Is it because it's too easy? About 60% of users finish the hardest step.
However, the step of filling in contact information has the highest drop-off rate.
Sometimes, when a process is too simple, users may not feel compelled to provide their contact information due to the minimal effort required.
However, it helps filter out users with low purchase intent, while not deterring those genuinely interested but hesitant due to the perceived hassle of measuring & uploading process
LEAD-GEN FLOW
Kitchen Cabinet E-commerce Redesign: Data-Driven Form Optimization.
-30%
DROP RATE
-20%
ADS FEE
Learnings
Balancing User Experience and Business Goals —> Achieving a Win-Win Solution
Balancing user experience and business goals doesn't necessarily mean making trade-offs; a win-win approach is possible.
The key is to avoid viewing business objectives as tasks imposed on users.
Instead, through user interviews, we can genuinely understand users' goals and their sense of urgency. We are not setting traps to make users pay but are meeting their needs while achieving mutual business success.
In this case, the users' objectives are:
to know the approximate cost of new kitchen cabinets (by submitting a form to receive a free design)
to purchase suitable cabinets as soon as possible.
This aligns closely with our business goals. Therefore, booking a meeting is a benefit for users rather than a task.
