I did all the research, testing, interaction design and most of the visual design for the application redesign. I tested the interactions extensively with both in house and remote users from our targeted demographic and made comprehensive, data driven decisions regarding redesigning the questionnaire.
Government license applications can be incredibly complicated. Our users were starting businesses but were having trouble navigating the legal part of establishing a business. We needed to simplify the process for the average "mom and pop" shop; allowing them to give us the information we need to guide them to the right license applications, but not feel overwhelmed by the process.
I began my process by sitting with stakeholders and identifying what the overall business goals and vision was for this project. I then sat with potential users and customer service representatives who had been fielding calls for the preceding product (the one we were replacing) to identify pain points and the areas the really needed the most attention in the application redesign.
This application was designed mobile first as I wanted to make it accesible to anyone, anywhere. We later identified that almost half our converting users are on mobile devices.
After doing a lot of research I decided that this application was best done as a simple questionnaire. Users are walked through a series of easy to comprehend questions to help us gather more information about their business(es). It was important to make sure that users were aware of where they were in the questionnaire process - so I included a progress bar to help orient users at each step.
I also added a clear "back" button for users who wanted to check or change previous answers and a "why are we asking this" section to help users understand why we were asking these questions and build trust.
(Enter your location and business activity to access the questionnaire)
License Suite LiveAccording to our analytics, our users are sailing through the application, completely comfortable with the interactions. The redesign has cut customer service calls by almost 75% and increased leads for our partners and paid services.