ADP Engagement Meter
ADP’s Engagement Meter serves as a personalization tool connecting businesses to app solutions while leveraging big data insight into employee satisfaction.
The initial release of Engagement Meter was featured as an embedded tool within other ADP product page(s) and integrated below the fold for the majority of users.
Let’s take a journey and examine the UX and creative process for version 2 of Engagement Meter.
Category
Website
Role
- Lead UX Designer
- POC/Prototype Engineer
- UI Designer
- Information Architect
- Marketing Strategist
Brief
Business
B2B model (HR practitioners)
Audience
ADP clients and prospects
Focus
Empower ADP sales team
Opportunity
Symptoms-based personalization
Challenges
Information Architecture
- Below the fold integration
- Embedded tool vs. dedicated page
- User experience is an after thought
- UI is not intuitive
- Too many steps
- Data collection is cumbersome
Visual Design
- Looks and feels unprofessional
- Currently it’s not interesting or useful
- Lead form lacks visual priority
Content Strategy
- Limited insights from data survey
- Cluttered and disconnected flow
Goals
- Double click through rate to 22%
- Increase qualified lead generation by 30%
You need lofty goals. Then cement it with a great work ethic. ~ Jerry West
Strategy
- Symptoms-based personalization driven by users needs aligned with industry expertise
- Dedicated page to help drive traffic to app store and increase user engagement with a fluid and responsive design foundation
- Reduce friction and remedy pain points combining a more seamless lead generation with gamification principles
Research
Current Flow + Moodboards
- Created Axure Share file to distribute with client and stakeholders
- Mapped out current user journey
- Developed some initial desktop and mobile moodboards
Information Design
Wireframe Prototype
- Expanded Axure Share file to distribute with client and stakeholders
- Prototyped clickable wireframe plus some interaction design principles for added effect
- Designed 4 step tool with gated lead gen form and personalized insights section
Visual Design
High Fidelity Prototype
- Expanded Axure Share file to distribute with client and stakeholders
- Prototyped high fidelity experience with ADP branded design
- Design includes a sticky header and a persistent CTA footer for app recommendations
Responsive Mockups
Live Website
Additional Projects
CRO Project & A/B Testing: Gated Lead Gen
- Created test ideas and design iterations for next phase of ADP Engagement Meter project leveraging CRO and A/B Testing
- Design includes several gated lead gen modals
CRO Project & A/B Testing: App Promo
- Created test ideas and design iterations for next phase of ADP Engagement Meter project leveraging CRO and A/B Testing
- Design includes app promo (recommendations) and personalized insights within an off-screen slide menu
Banner Ad Creatives: Grow & Hire
- Designed banner ad creatives to increase inbound marketing traffic and conversions alongside continued efforts in CRO and A/B Testing
- Areas of focus include employee growth and business tools to assist in hiring
Digital Marketing Strategy: Email, Landing Page, And Targeted Lead Nurture
- Developed creatives and prototype to enhance digital marketing strategy focused on increasing inbound marketing traffic and qualified lead generation
- Areas of focus include smart and personalized email, landing page optimization, and targeted lead nurture
