52,000+unique sessions in the first three months
Why this matters
The situation
A large client needed an accessible digital experience so members could find information and finish tasks without calling a service rep. Cutting avoidable calls was the business objective.
My role
I ran research, content organization, and stakeholder facilitation, then delivered the sitemap, user flows, wireframes, content sorting, and the form and confirmation experience.
Solution
- Made the information people called about far easier to find on their own.
- Added a registration form so members could sign up for information sessions right on the site.
- Added clear post-submit confirmation, so nobody had to wonder whether it worked.
Outcome
The first three months brought 52,000+ unique sessions, 4+ minutes per session, 3+ pages per visit, and 58% returning visitors. People were finding what they needed without picking up the phone.