• DESIGN SYSTEMS • INFORMATION ARCHITECTURE • UX RESEARCH • UX/UI
Product Design work completed during Box internship.
OBJECTIVE
The existing external collaboration page for freemium users, which primarily featured a two-minute overview video, lacked sufficient incentives to encourage sign-ups. My objective was to increase conversion rates by effectively integrating the concept of social proof to make the page more compelling for external collaborators.
TEAM
Product Marketing, Design, Engineering, Legal
BEFORE AND AFTER
PROCESS AND LEARNINGS
Desktop research was conducted to understand the value of social proof and the most successful forms in SaaS. I reviewed multiple competitor products, as well as different tiers and assets in Box to view how social proof was currently being used. From here, I worked with PMs to create personas, user stories, and identify blockers so that I could better test different forms of social proof.
Multiple iterations of the sign-up form included new illustrations, third-party ratings and quotes, as well as popular customer logo displays. After conducting feedback sessions and user testing with a select group of customers and internal reviewers, logos were proven to be the most successful.
While researching user journeys, I was also able to identify several areas of opportunity for improvement within the information architecture, accessibility, and design system updates. After another few rounds of iterations and feedback, I was able to condense important information, minimize the cognitive load, and also make the call to action more clear.
Changes were made to the information architecture, accessibility, and alignment with the design system on both the test and control forms.
Results: Increase in the sign up rate by 5%, or ~21k more freemium users monthly.
OBJECTIVE
The UI for upsells in Enterprise Settings for Starter plans blended into the page, making it difficult for users to focus on the CTA. Gated features were also displayed as inactive with no clear signal as to the reason. Our objective was to update the UI to improve UX and drive conversions.
TEAM
Product Marketing, Design, Engineering, Data Science
BEFORE AND AFTER
PROCESS AND LEARNINGS
I began my design process with desktop research, examining upsell messaging across various plans and tiers within Box, as well as analyzing several of our main competitors. This involved compiling visual elements and documenting the user journey through different pages within the admin console, noting links and specific requirements on each tab. Based on this research, I developed several options for testing.
The testing phase involved evaluating different engagement methods—modals, tooltips, pop-ups, and banners—within a selected group. The banner emerged as the most effective option. I then refined multiple banner designs and streamlined the text to enhance consistency throughout the admin console.
Further research focused on the impact of color on messaging effectiveness. I explored which colors had been successful in previous Box upsell efforts and were also approved for use within the Box design framework. I decided to update the banner's color to a specific shade of purple known for its high conversion rates elsewhere on the Box platform.
My design and banner component underwent a thorough review by Senior Designers, Design System Admins, and the Accessibility. My new branch was then added to the design system and approved for production.