Home Builder - Lead Gen Optimization

Form re-design

The goal of this test was to see if a form contained in the quiz flow and broken up over multiple screens would convert more users. We also tested several different presentations of the Terms and Conditions copy with the scroll version performing the best. Results: 29.81% increase in CVR & 5,980 MoM increase in leads

Multi-Select Drop down UI

This was a new interaction for the quiz flow of our active adult (read as retiree living) page, the problem was that we had previously only let users pick one area they were interested in. However, this didn't accurately reflect the process of searching in which someone considers the pros and cons of multiple options.

So I made several versions: 




1. The first with checkboxes since this was an already established pattern for our pages and is the most direct way of conveying the ability to select multiple options. 




2. The second is a checkbox option, but with the answer box style that is more consistently used on our pages. We used a more defined clickable area that works better for older folks with less touchscreen conductivity and more vision impairment. 




3. The third option is a dropdown with checkmarks; this is a more direct extension of our existing dropdown. However, this is the weakest in my opinion because when you finish the selection the user needs to click off the dropdown or click a 'done' button which clouds the UI—both being unclear.

Loading screen

The impetus for this design was simply that the API was taking a long time to load after form submit and any amount of page load greatly increases bounce rate.

My main concern with this addition was that loading indicators can be one of the biggest pain points—think the beachball of death if you are using a mac or a blue screen with a loading percentage if you use PC. The best practice now is generally shown to be the closer to the beachball option, showing the user that loading is happening but don’t concern them with a loading bar stuck at 99%.