Lead Forms
Simplify and enhance MBUSA’s lead forms to create a better experience for our users and an easier eco-system to maintain.
Role: Lead UX Designer
Team: 1 pm, 1 visual designer, engineers
Tools: Figma
My contributions
Analyzed current lead forms for commonalities
Aggregated the minimum must-have information for all lead forms and created a wireframes for a simplified experience
Lead forms are one of MBUSA’s most important KPIs because they indicate a customer is ready to speak to a dealer. A lead form has clear ties to a specific vehicle, special offer or build and can be reached from multiple entry points across the mbusa.com.
Context
The Problem
We had over a dozen variations of the lead form across the site. Depending on where a user comes from, they experienced a slightly different version, but this led to maintenance issues, difficulty in reporting, and an inability to leverage personalization targeting.
We wanted to create a simplified lead form experience that works regardless of where it appears and what the customer is looking for.
Goals
We also want to make it more effective, by accomplishing these goals
The Process
The project started with a design competition between 4 UX designers including myself. After each designer presented their concept, we decided to move forward with my designs. The process for my wireframes is as follows:
Final Design
After working with a visual designer, we created the following final designs and succeeded in creating one lead form for all entry points.
Outcomes
Thanks for reading!
This project is currently in development and is not yet live. We will measure success by the amount of completed lead forms submitted. Our objective is to increase the completion rate from an average of 20%. If you have any further questions, please feel free to reach out!