ADP Marketplace Appstore: Chatbot Platform
ADP Marketplace Appstore is a one-stop solutions eCommerce portal featuring HR, employee productivity, and business management applications.
ADP provided significant growth targets with a focus on conversion rates, qualified leads, and an updated revenue goal for FY18.
Let’s take a journey and examine the process and implementation for Drift – an advanced artificial intelligent conversational marketing platform to be integrated into ADP Marketplace Appstore.
Category
Website, CRO, and Marketing
Role
- Lead UX Designer
- POC/Prototype Engineer
- CRO Specialist
- Marketing Strategist
Brief
Business
B2B model (HR practitioners)
Audience
ADP clients and prospects
Focus
Conversion rates, chat qualified leads
Opportunity
Automation, hot leads, free trial growth
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
User Journey Prototype: Drift Experience
- Created Axure Share file to distribute with client and stakeholders
- Mapped out current user/platform journey leveraging some of the logic used on ADP Engagement Meter
- Developed fixed logic best case scenario prototype engagement
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
Additional Projects
ADP Marketplace Appstore: Free Trial
- Created weekly test ideas and design iterations for ADP Marketplace Appstore project leveraging CRO and A/B Testing
- Design and conversion optimization focused on above the fold content leveraging high traffic products
ADP Marketplace Appstore: Landing Page
- Created weekly test ideas and design iterations for Run Powered by ADP Marketplace Landing Page project leveraging CRO and A/B Testing
- Design and conversion optimization focused on above the fold content leveraging high traffic products
ADP Marketplace Appstore: Page Radicals
- Created weekly test ideas and design iterations for ADP Marketplace Appstore – App Page Radicals project leveraging CRO and A/B Testing
- Design and conversion optimization focused on above the fold content leveraging high traffic products
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
