FreeAgent is a superb piece of online accountancy software for freelancers and contractors, once a customer has subscribed to the app they usually stay loyal for a number of years, bringing in thousands in revenue. The problem I was asked to solve was getting the people who signed up to the free trial to subscribe.
There was an enormous drop off in free trial users to subscribers. The app is understandably complex and can be daunting for new users. FreeAgent has a Data Scientist called Dr Dave and he has crunched numbers to find out what users who had converted usually did within their trial month. He had identified that if a user completes certain tasks they were more likely to become a customer.
We set out to redevelop the onboarding process to hand hold the user in completing these important tasks in the most gentle way possible. The existing communication was cluttered and dense so we split it up into smaller bite sized chunks and staggered the communication over a number of days. This allowed the user to slowly, over a period of a week, to become comfortable and proficient in the most important aspects of the app.
The project was a clear success with conversions increased and users clearly responding to the changes.
ClientFreeagentServicesUX Design, email Design - using SketchYear2014Linkwww.freeagent.com