Prospect Experience
A key to acquiring new customers is nurturing them with a digital experience that provides information and makes it easy for them to engage when they are ready.
The existing acquisition flow gave users only a bare program estimate through a form, with no education on the benefits of debt settlement — not enough to build trust or demonstrate value. With 76% of traffic on smartphones, mobile had to be the priority, not an afterthought.
Product discovery
Research included 2 site surveys, 8 remote interviews, 20 unmoderated user tests, 6 onsite user tests, and 2 employee focus groups, recruiting people who matched the actual user demographic and iterating across 2 prototypes over several months.
The redesigned experience expanded well past a bare estimate to include full program details, payment breakdowns, and savings projections. A program summary page became the centerpiece, supported by pages explaining how debt settlement works, client testimonials, and which types of debt qualify.
Results
Selected screens
