OneForma
The Challenge
Centific’s OneForma platform faced significant challenges with its main page workflow, including low engagement and high drop-off rates. These issues hindered user retention and satisfaction, resulting in significant annual revenue loss due to missed opportunities and reduced platform utilization. The company needed a solution that would address user pain points, optimize the workflow, and align with its strategic goals. Objectives: - Increase user engagement and retention. - Address pain points identified by top users. - Deliver measurable business impact and establish a scalable framework for future enhancements.
The Solution
To tackle these challenges, a comprehensive and collaborative approach was implemented: - User research: I worked with the Product Director and Community Manager to gather insights from surveys, support tickets, and user feedback sessions. We identified specific pain points and needs of high-value users to guide the redesign process. - Workflow redesign: I partnered with Product Engineers to create a streamlined and intuitive main page workflow. This addressed friction points, improved navigation, and prioritized critical user actions. - Prototype development and testing: I created wireframes and prototypes of the redesigned workflow, tested with a select group, gathered actionable feedback, and iterated. - Implementation and performance monitoring: I collaborated with engineers to launch the redesign and implement tracking to measure engagement, retention, and task completion post-launch.
The Results
The redesigned workflow delivered measurable improvements across key metrics: a 30% increase in engagement (including time-on-platform and task completion), a 20% reduction in drop-off, and an additional five-figure increase in annual revenue. The new workflow also provided a robust framework for ongoing platform improvements, supporting long-term value through continuous optimization.
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