Redefining the experience for one of the top LLC formation services in the USA
Our task was to completely reinvent the submission process of forming your company in USA.
Turning tedious forms with very rigid restrictions both from legal and technical standpoint, might seem like mission impossible but not to us.
By helping the business take a step back, we managed to create a new process that not only fulfilled all the compliance needs, but also enhanced the user experience and provided business back with valuable user data to support further personalization.
Industry:
Business Formation & Management
Products:
Website
Market:
USA
Scope of work
Our UX team uses a wide variety of tools, techniques and frameworks to solve problems and support your business.
Project Goals
Increase the conversion rate and decrease the exit rate mid-process
Make the whole experience seem easier and provide the user with necessary guidance
Challenges
At Riotters, we excel in challenging projects. With a blend of expertise and tenacity, we embrace complexity, turning it into opportunities for innovation.
Compliance Restrictions
We had to make sure whatever we propose makes user’s life easier, while still gathering all the necessary info.
Technical Constraints
Complicated backend system did not allow us to introduce some of the desired changes.
Modularity
We had to make sure the new system is easily adaptable to all 50 states, changing state requirements and can later be applied to help the user with other state and IRS filings.
Background
By conducting a series of client workshops, UX audit and user interviews, we came up with wireframes that addressed the main pain points.
The user flow was too long. While it was important to capture all data in order to file the formation with the state.
The value moment timing was off. There was a clear imbalance between what the user was giving (ie. personal information) and what they were getting in return (ie. guidance).
The form was optimized for the edge cases, not the majority of the users. While it’s important to cater to all users, there were many instances where additional options, showed next to the most popular choices, were distracting and confusing to the users.
Giving the Guidance the Get Go
One step at a time approach
The original design didn’t provide any guidance to the main target group -- the very beginners that needed guidance
The new design introduced several elements that support the user along the way. From splitting the steps into smaller chunks, to recommending the most popular options and offering additional guidance through helpful tools and copy.
The new design introduced several elements that support the user along the way. From splitting the steps into smaller chunks, to recommending the most popular options and offering additional guidance through helpful tools and copy.
Making the Upsells Clear and Attractive
Highlighting the Benefits
The original design lacked the proper hierarchy, making it difficult to make out what was being sold and what was the offered value.
The new approach introduced several visual improvements that made it easier to scan without the need to read the whole content. This style was also adapted for all the other upsells, ensuring the most important benefit was always clear and was visible.
The new approach introduced several visual improvements that made it easier to scan without the need to read the whole content. This style was also adapted for all the other upsells, ensuring the most important benefit was always clear and was visible.
Removing Uncertainties
Explaining the New Concepts
One of the services offered was a Virtual Address for your company to protect your privacy if you run your business from home. This value proposition however wasn’t clear to the users as many of them thought they could use it as their physical office or order physical objects there.
The redesign focused on explaining the service and highlighting the overall benefits. We used the newly gained space to provide the user with several helpful resources - from a simplified graph, through FAQ to an explanatory video. All without leaving the process.
The redesign focused on explaining the service and highlighting the overall benefits. We used the newly gained space to provide the user with several helpful resources - from a simplified graph, through FAQ to an explanatory video. All without leaving the process.
Solutions
In 8 weeks we have provided:
Revised user flow that was approximately 30% shorter for the vast majority of the users.
Completely reinvented user experience that transformed tedious form-filling into a personalized configuration.
New way to catering users with guidance when necessary, while not overwhelming them with the amount of content.
Complete set of mid-fidelity wireframes and a working advanced prototype.
Some cool things we have came up with
Concept dynamic recommendations and guidance for the most problematic sections.
Changing the hierarchy of some elements to make sure that edge cases don’t distract the users.
More conversational design and tone of voice.
Moving the data gathering for some non-essential elements related to upsells to post-purchase screens.
More cases
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