Improving lead qualification, feedback, and delight within Ownright’s get started flow
Lead designer, product manager
Ownright is a digital platform for navigating the legal side of buying, selling, or refinancing property in Canada. The get started flow on Ownright's website is the primary way that prospective clients express interest in our services existing as the main source for new deals.
Over half of Ownright's leads failed to convert due to unresponsiveness and poor qualification
This project involved collaboration with growth and product partners to align on key problems, and define scope. The flow not only lacked key qualification questions but also failed to inform users about next steps after completion, leaving users confused or frustrated.
Refining the inquiry flow with a post-submission dashboard
Our refined goal was to improve lead quality and conversion through personalized first-touch experiences and streamlined follow-up, culminating in the introduction of a new inquiry dashboard surfaced at the end of the flow. This new dashboard would function as a public, shareable link that presents personalized pricing and clear next steps, while obfuscating sensitive data.
To help align team on functionality and content requirements for the flow and dashboard, I began by outlining content & information hierarchy in low fidelity.
I then refined direction for the core flow & inquiry dashboard by pulling together key screens quickly using components and variables that I had created earlier in the year as part of our rebrand.
Ownright achieved it’s highest conversion rate ever in first 2 weeks following launch
The end result included an overhaul of the existing flow as well as a brand new "inquiry dashboard" which users were pushed to directly after submitting their information.
The increase in conversion can be attributed to a significant decline in unresponsiveness and unserviceable leads given improved expectation setting and qualification within the flow. We have also seen a reduction in time to conversion from ~2.5 days to less than 24 hours which has significantly decreased operations time needed to manage each lead.
