START A BUSINESS
I redesigned the Rocket Lawyer Business flow to make it easy for people to incorporate new businesses. After discussing the product with a number of existing Business users, conducting User Research sessions, my team was able to identify a number of pain points in the existing UX and begin the redesign. I completely redesigned the Incorporate a Business flow to be fully responsive, reduce friction and give users a delightful experience.
Choosing an Entity Type
Rocket Lawyer offers a number of different entity types: LLC, C-Corp, S-Corp & 501c3. During our design sprint and ideation phase, one key pain point surfaced as a high priority: users wanted help selecting the correct entity type. Starting a business is a complex decision for most people: the Incorporation landscape is confusing and complicated. I synthesized our users needs and we built a fully responsive Wizard and entity research tool to help guide users towards the best entity type.
Testing and Iterating
After the initial launch, we saw a substantial increase in our key data metrics: click-through and conversion rates throughout the funnel. This was great, but the next steps were to run specific UX tests to reduce churn and further exceed the users' expectations. Running a new round of user testing revealed that a majority of users were surprised at how painless and easy process was: their expectations were that starting a new business would be onerous and painful, but with the new design, they were pleasantly surprised at how easy it was to legally incorporate a business. We also saw that some users were starting the process on a mobile device, and finishing on a desktop. The new UI was totally responsive, and allowed users to start their businesses from anywhere.