Redesigned Lead Experience

The company offers installation services across dozens of categories, from flooring to windows, even full remodels. However, each service historically operated with its own landing page, lead form, and scheduling model.

The result? Inconsistent experiences. Confusing next steps. Low conversion rates. Unqualified leads. 

This project set out to redesign and unify the installation lead experience across the site, beginning with a key category: Kitchens.

The lead forms were underperforming across key service categories. They were facing several issues:

• Low conversion rates
• Poor communication of what happens next 
• High volume of unqualified leads 
• Limited scheduling flexibility
• Inconsistent form structures across categories
   

Additionally, not every lead form was the same, which meant there was no scalable or unified system to support long-term growth. This wasn’t just a UI problem — it was a systems problem.

As the lead designer on this initiative, I guided the experience from discovery through delivery. I led competitive research and early discovery efforts to understand both industry standards and emerging best practices, and used those insights to define a unified user flow framework that could scale across categories.  Along the way, I challenged core product assumptions that had previously gone unquestioned, ensuring that decisions were grounded in evidence rather than legacy thinking.  I designed and tested wireframes, drove usability-driven iteration, and partnered closely with content, product, engineering, and business stakeholders to deliver a scalable, user-centered solution.  

I began with a comprehensive competitive analysis, looking beyond direct competitors to adjacent industries with strong consultation and service-booking experiences. Drawing on research from the Baymard Institute and Nielsen Norman Group, I synthesized best practices around multi-step forms, progressive disclosure, scheduling UX, form abandonment, and trust-building patterns.
 

With those insights, I mapped the end-to-end journey and identified a key structural question: What information should we ask for first and why?

The existing assumption across teams was: “Ask for contact information first — it’s the least invasive and secures the lead early.” Instead of accepting this as truth, I proposed testing it.

We created two versions of the form:

Version A

Contact information > Project scope > Scheduling
 

Version B

Project scope > Scheduling > Contact information

The results were clear. Users strongly preferred starting with their project details. They were excited to talk about their home and what they wanted to accomplish. After investing time describing their project and selecting a consultation time, they were significantly more willing to provide contact information.

This new sequencing reduced friction, created a sense of progress, and increased psychological commitment before asking personal contact details. This insight fundamentally reshaped our lead strategy.

During testing, users repeatedly asked: “What kind of consultation is this? Will this be in-store or virtual? Can I choose how I meet with someone?”
 

Appointment type selection was not originally in scope, but the feedback was strong enough to warrant expansion. I advocated for incorporating consultation type flexibility into the long-term roadmap. While the initial release didn’t include this functionality, we designed the system to support it — future-proofing the experience. This decision ensured scalability across categories and channels.

We designed a unified, multi-step lead form framework that starts with project scope before transitioning to real-time scheduling and ends with contact information capture. As part of updating the form itself, we also updated the confirmation screens as well as the "What to Expect" content on the page to clearly communicate next steps to our customers. As part of the delivered designs, I also included the future appointment type expansion, and showcased how the design could be leveraged across all installation categories using dynamic category-specific content. 

The experience was structured, modular, and scalable — enabling category teams to plug into a standardized system rather than reinventing their own forms.

After launching the lead form redesign for our core category of Kitchens, we saw an increase in lead capture by +22.13%. We also doubled our close rate and were able to reduce our customer wait times from 8 to 2 days.  

These improvements weren’t just UX wins. They drove measurable business impact and operational efficiency. Due to the success of the Kitchens launch, this lead form framework kicked off the start of adopting across all categories. Enhancements after the initial launch and currently underway or planned include:

• Allowing customers to select specific appointment times (instead of 4-hour windows)
• Enabling consultation type selection (in-store, phone, video)
• Exploring options to expand scheduling flexibility across service lines

This project demonstrates my ability to challenge long-held assumptions using data rather than opinion. By questioning the belief that contact information should be collected first and validating an alternative approach through usability testing, I helped shift the team toward a more effective, user-centered strategy.

It also reflects how I lead with research and structured experimentation. From competitive analysis to moderated testing, each decision was grounded in evidence, ensuring that the final experience was shaped by real user behavior rather than internal preference.

Beyond improving a single flow, this work highlights my focus on scalability. The solution was designed not just to fix one category, but to establish a unified framework that could support multiple installation services across the website, reducing fragmentation and enabling long-term consistency.

Most importantly, the project shows how thoughtful UX strategy can directly impact business performance. The measurable lift in lead capture, close rate, and operational efficiency demonstrates my ability to translate design improvements into tangible outcomes.

Finally, this initiative illustrates how I influence product direction beyond the original scope. By identifying user demand for consultation type flexibility and advocating for its inclusion in the roadmap, I helped shape a more adaptable and future-ready service experience.