Applied Technical Services  Redesign

Innovative website architecture and enhanced user experience.

Project type: Information architecture, conversion experience design

Platform: Web

Year: 2023-present

My Roles: Lead UX Researcher, Strategist

Tools: Dovetail, Maze, Figma, Wordpress

Transforming Complex Data into Seamless User Experience

In a project for Applied Technical Services (ATS), I redesigned the conversion process to address user frustration with a convoluted form and outdated information architecture. By streamlining the form and implementing a new categorization method, I enhanced the clarity and usability of the site. I also introduced a semantic data-driven suggestion system that intelligently guides users to relevant services, resulting in a more intuitive and efficient user journey.

30%

Target increase in form completion 

50%

Target reduction in drop-off during the conversion process

20%

Target increase in relevant service inquiries

Old Form

• Full page, taking users away from service description
• Outdated "business phone" field
• Several fields which were not relevant to the initial inquiry and created visual clutter
• All fields visible at once
• Multiple lines of text and buttons for attaching files
• No opportunity to inquire about additional services

New Form 

• Progressive disclosure - form fields are visible or hidden depending on which checkboxes are selected
• Condensed to the right-hand panel on desktop (modal on mobile) so that service description is still visible
• Opportunity to specify additional services on the same form
• Preferred method of contact option

Julia Workman

Product Designer
Portland, ME, USA
workmanjulia@gmail.com
LinkedIn

© Julia Workman 2023
UX design portfolio