Online Application – UX Design

UI/UX Design
Responsive Web Design
UX Research
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Client

Advance America

Project

Advance America needed to optimize their long application form to improve customer retention and increase completion rates. With their brand in flux and a new website being designed simultaneously, the client required a strong ADA Compliant website to align the future of their brand. We based the designs on feedback from a usability study, as well as customer service and stakeholder interviews.

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Solution

The application was grouped into 4 easy to follow steps, infusing a conversational and educational tone to help customers through the process. A streamlined form field design helped to make the input process easy on both mobile and desktop.

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Results

Breaking the long form application into four distinct sections reduced cognitive load and helped to drop form complete time by almost a minute. The business saw reduced call volume around the application process, and improved form complete rates by 11%.