Problem
Users didn't understand how their information would be used & dropped off before discovering value
Specifically, many users dropped off when asked to provide their Linkedin. There was no context explaining why it was required or how it would be used. The team hypothesized that people assumed they were creating an account, which led to early drop-off.
Since the experience was entirely new (connecting prospects to existing customers through shared social networks) it was essential to build trust and clearly communicate intent.
1
Potential customers visit company website
Clicks on this CTA were high, signaling people want to learn more. (Website is blurred for this demo)
2
Clicking continue prompts user to share their Linkedin
Users dropped off here, not incentivized enough to continue. Clients were also concerned the modal distracted users from their website.
Goal
Provide more context & transparency to build user trust and increase completion rates
We believed that if users understood why we were requesting their information, they would be more comfortable engaging with the product. After sharing their email, we also needed to communicate what was happening next, turning uncertainty into reassurance.
Improvements: Designing with transparency & context
We made 2 updates:
Context on providing work email:
"Enter your work email to personalize your results". This helps users quickly understand why their email is needed.
Rotating value props
Benefits of connecting with current customers are to:Hear authentic thoughts
Ask them questions about their experience
See if its a fit for you
After users shared their work email, we added a loading screen to help understand how we were generating recommendations based on their work history, industry, education, and title.
We added a visible counter showing how many people users recognized to help them understand what the system was doing and build trust while exploring a new experience.
Solutions
3 seamless call-to-action widgets for clients to integrate to their websites
Originally, we offered only one type of widget for clients to add to their websites. We received feedback that it felt out of place and the modal format wasn’t ideal since it covered website content.
To address this, I designed three new CTA options that better integrated with clients’ sites while still capturing user attention through subtle micro-interactions. Each version followed the same flow:
Enter work email
Answer yes or no to knowing 5 potential people to reach out to
See results of people they know with emails & Linkedins provided to reach out
If no people were found, a contact from the client is suggested.
Option 1
Sticky Top Banner
Recommended for landing pages where space is limited
I focused on making sure text and images were large enough to see while being mindful of the limited vertical space
Option 2
Embedded Banner
Designed to be placed under a client's logo wall
The rotating photos of people & arrow pulse animation subtly draws attention
Option 3
Large widget
Best suited for testimonial or customer pages
This version offered more room for interaction and larger visuals, allowing recommendation photos & names to stand out.