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.
Task
Develop and implement a user-centered redesign of the main page workflow to:
- Increase user engagement and retention.
- Address pain points identified by top users.
- Deliver measurable business impact and establish a scalable framework for future enhancements.
Action
To tackle these challenges, we implemented a comprehensive, collaborative approach:
User Research
- Worked with the Product Director and Community Manager to gather insights from surveys, support tickets, and user feedback sessions.
- Identified specific pain points and needs of high-value users to guide the redesign process.
Workflow Redesign
- Partnered with Product Engineers to create a streamlined and intuitive main page workflow.
- Addressed friction points, improved navigation, and prioritized critical user actions to enhance the overall experience.
Prototype Development & Testing
- Created wireframes and prototypes of the redesigned workflow.
- Conducted user testing with a select group to gather actionable feedback and iteratively refine the design.
Implementation & Performance Monitoring
- Collaborated with engineers to launch the redesigned workflow in phases to a subset of users.
- Implemented tracking mechanisms to measure engagement, retention, and task completion rates post-launch.
Result
The redesigned workflow delivered measurable improvements across key metrics:
- User Engagement: Achieved a 30% increase in engagement, including time-on-platform and task completion rates.
- Retention: Reduced drop-off rates by 20%, significantly improving user satisfaction.
- Revenue Growth: Enhanced user retention and engagement contributed to an additional five-figure increase in annual revenue.
- Scalability: The new workflow provided a robust framework for ongoing platform improvements, ensuring long-term value for Centific’s user base.
Impact
This initiative transformed the user experience on Centific’s platform, directly addressing its core challenges while delivering substantial business benefits.
By combining data-driven design solutions, collaborative teamwork, and continuous optimization, the project not only improved immediate outcomes but also set the stage for sustained growth and innovation.
