I have a product, but it’s not converting
- Finding where you lose people
- Redesigning the core flows
- Making it consistent again
- Shipping the changes
Finding where you lose people
If fewer people sign up or come back than you’d expect, something is usually in the way. I go through the product as a customer would, from the first page to paying, and find it. You get the problems screen by screen, with the fixes in the order I’d make them.
Redesigning the core flows
A lot of products are laid out the way the company thinks, not the way customers do. I redesign the main journeys around what people came to do, and try them as working prototypes first. The new designs fit the product you already have, so nothing starts from scratch.
Making it consistent again
When lots of people have worked on a product, it stops looking like one thing. Buttons stop matching, and there are four greys where there should be one. I find what’s drifted, pull it back to one set of rules, then put the fixes into the code.
Shipping the changes
A redesign doesn’t help anyone until it’s live. I work alongside your engineers to get it there, and send the changes as pull requests they can check first. If there’s no one to hand them to, I build them myself.