Pro Network Lead Bundles
Role
Lead the design effort from concept to final product. Worked with the lead product manager to create a plan for identifying key success metrics and present findings.
Skills
UX/UI Design
Prototyping
User Testing
Tools
Sketch & InVision
Usertesting.com
The Problem
Contractors were finding it difficult to manage their lead delivery settings within the Porch platform without direct help from customer support.
Due to a confusing user interface, contractors were finding it difficult to change their lead delivery settings and notifications without disrupting the flow of leads into their accounts. This lead to both a negative experience for the contractor and used a significant number of customer support resources.
In order to improve user experience and free up customer support resources an overhaul of the existing experience and simplification of the lead business model was planned. In addition to these changes, a new Verified Lead type was added that needed to be clearly defined within this new experience.
The Process
The path forward was clear, we needed to simplify the user interface so that a contractor could easily select what features are best for their business.
After two years of additions and iterations, Porch’s lead delivery product had over three different pages of lead settings and notifications. It was to the point where so many of these components, while not connected were affecting each other in unexpected ways and producing a very negative experience for contractors. Feedback from our customers was overwhelming and with the upcoming addition of the new Verified Lead type, we decided to overhaul this feature into product bundles.
We started by looking at all our active accounts and dividing them up by their set of configurations. With our findings, we discovered four distinct accounts with the following lead configurations:
Automatic data lead delivery only
Automatic data and phone lead delivery
Phone leads enabled with manual data lead purchasing
Manual data lead purchasing only
In order to further simplify the process, we consolidated the first two account configurations into one bundle that would have the option to opt into phone lead delivery. The other two account configurations were pretty straight forward and would make up the second and third bundles we would offer to contractors. Any other active accounts with unique configurations were placed under a hidden “Custom” setting and would be grandfathered in until they decided to upgrade to one of the new bundles.
Then, a user study was created to test the branding, usability, and language of each bundle. We utilized usertesting.com to collect feedback from potential new contractors and pulled from our pool of active contractors who opted into testing and reviewing new updates and features.
The Solution
The first step was to consolidate the existing three settings pages (data leads, phone leads & delivery settings) into one, with an interface that clearly displays the contractor’s current active bundle and includes a CTA to change it. Secondary information such as; budget, balance, and rewards (only visible to Vetted Contractors) was also included on this page, as it is relevant to the contractor’s active bundle
Extra settings were added to each bundle to catch more of the slight variations contractors regularly used in the previous account configuration. These extra settings varied depending on bundle type, and commonly included fields like payment method, ability to turn off data or phone leads, and enabling verified leads.
If the contractor wished to switch the bundle they were using, they would be presented with all available bundles. Their current bundle would have a check-mark to show it was the contractor’s current selection. This format would allow a user to easily compare the differences between each bundle, and quickly assess which one would be best for their business.
Selecting a new bundle and moving forward in the flow brings you to another screen, allowing you to modify or update any information required for the new bundle. For example, moving from Option #2 to Option #1 requires a valid payment method before you can move forward from this screen.
After clicking on the “change bundle” button they are then returned to their Lead Bundle page in a new state with an added message letting the user know that their request to change bundles is still processing.
The Result
Within the first six months of this update we saw the following improvements:
70% drop in customer service calls related to bad setting configurations
50% Increase in the lifetime value of new accounts
20% reduction in attrition from all Pro Accounts
In summary, contractors had a better overall understanding of Porch’s lead delivery product, what was offered and could now change their bundle without the aid of customer support.