Case Study
Participating in an EdTech Hackathon hosted by Michelson Runway, I was fortunate to work with the VP of Product and the Senior Design Engineer for The Whether. Better Weekdays has created a scientifically validated Soft Skills & Values survey which seeks to provide "a year’s worth of career coaching in 30 minutes."
Their assessment is so successful that Harvard University requires it from every one of their students.
With my team, I used principles of Conversion Rate Optimization (CRO) to address the barriers which had led to participant abandonment of the survey, and redesigned the survey to persuade user completion.
What The Whether Is All About
* 8 Part Survey
* Completion of the survey is imperative
* Gives Students Personal Insights
The Challenge
People are dropping off at about 20% into the survey. It is our goal to find a solution to this together.
First Solution
First, we wanted to bring the value of the survey to the forefront, so I rewrote and redesigned the first page of the survey.
Original page:
Redesigned page:
* Break up the text flow and rewrite for content
* Include the benefits
* Include the community
Second Solution
Second, we wanted to eliminate survey exhaustion by making the structure and layout easier to read and interact with. We redesigned three page formats.
Original page format, #1:
* Text is cramped and difficult to read
* Checkboxes and text are aligned right which is awkward
* Checkboxes in this quantity require precision clicking
Redesigned page format #1:
* Eliminate the checkbox model and implement a CSS selection area.
Unselected:
Selected:
Original page format #2:
* Too many lines (63!)
* Alternating line colors are dizzying
* The "1-6" scale key is lost
Redesigned page format #2:
* One question per page to keep the participant focused
* Progress marker to keep them engaged
* Ability to return to a previous question
Original page format #3:
* Content is out of alignment
* Dizzying amount of questions
Redesigned page format #3:
* One question per page to keep the participant focused
* Progress marker to keep them engaged
* Ability to return to a previous question
Outcome
While we were not able to test the conversion rate during this short hackathon, the client team was very happy with the work and implemented the changes in their next shipped release.
Slide show presentation: