As part of the re-brand project all online applications were also re-designed. Particular attention was paid to StepChange’s online counselling system, Debt Remedy.
Towards the very end of the process users are presented with a page containing the best recommended course of action to solve their particular debt problem. I was asked to look at ways of not only improving the click through rate of the user’s desired recommendation but also to improve the conversion of those that finally take up their chosen solution.
Debt Remedy
This had to be achieved while still giving the user enough details to make an informed decision. There were also considerable design constraints regarding form elements, which for development reasons were deemed out of scope. Two key pages were looked at: the Recommendations page and the Your Details page.
A user centred design process was used for this project. I collaborated with our analysts and developers at all stages including; early sketching, wire-framing, photoshop mock-ups, prototypes and build. We user tested the prototypes which were near completed front-end build versions of the pages.
As a result of the new design:
- Debt Management Plans selected from those offered as any recommendation increased from 41.7% to 60.5%.
- Clients completing the Your Details page increased from 73% to 87%.
Richard Flick 