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From UX to AI: 100x Growth in Leads
Project
Form ConversionFrom MVP to AI-Driven Intelligence: A 3-Year UX Journey to 60,000 Leads
Problem
Following strong click-through rates from the new CTA entry point (see entry point case study), form abandonment remained high. The MVP experience lacked clarity, relevance, and trust. Challenges included:
- Low engagement, particularly post-click
- Friction-heavy login prompt disrupting flow
- One-size-fits-all content that didn’t cater to diverse consumer needs
- Shifting Google search algorithms threatened ongoing discoverability
- Limited budget - UX had to work harder than paid acquisition ever could
Goal
Reimagine the lead form as a smart, scalable, content-first experience that:
- Drives sustainable growth in lead volume and quality
- Reduces abandonment by simplifying form fields and interactions
- Delivers clarity and confidence for all users (trade and non-trade alike)
- Survives Google algorithm changes through strong UX fundamentals
- Enables AI-led smart routing of consumers to service providers
Process
User Discovery → Stakeholder Alignment → Research → Ideation → A/B Testing → Iteration → Data Analysis → Delivery → AI Overhaul
Role & Scope
Led UX from April 2022 to Dec 2024
Owned end-to-end process from discovery to delivery
Delivered a data-driven, user-centred form experience across 3 major growth phases
Collaborated with PMs, Engineers, Agile Coach, C-Suite, and Data Analysts
Research & Insights
🎯 Health Metrics Workshop
Planned and facilitated sessions with Product and Engineering managers to define lead KPIs, track engagement signals, and uncover conversion patterns.
🧭 Consumer Empathy Workshop
Partnered with Marketing and CX to identify motivations.
→ Conducted guerrilla research on the streets of Reading
→ Used findings to build empathy maps and identify language gaps and form field confusion
🧪 Behaviour Analytics
Used heatmaps and session recordings to observe:
- Scroll drop-off
- Confusing field labels
- Overwhelming form length
- Mobile UI issues on key devices
🎤 Feedback Surveys
Happy Path Survey:
5-point rating tool showed which users felt confident vs. frustrated, helping us prioritise improvement areas.
Exit/Abandon Survey:
Gathered reasons for drop-off, which we mapped into a discovery priority matrix.
Key UX Improvements
🪪 Login Friction Fix
Moved SSO login after form engagement, resulting in:
✅ +44% MoM lift in job posts
✅ Increased form completion before auth barriers
✍️ Progressive Disclosure + Microcopy
- Simplified language for clarity and tone
- Applied progressive disclosure to reduce cognitive load
- Removed frequently skipped fields
- Added contextual hints to encourage completion
📉 Friction Field Removal
Identified low-engagement fields through heatmap + analytics and iterated the form structure accordingly, resulting in less user fatigue and more trust.
🤝 3-Amigos Collaboration
Brought key insights to the wider team, defined proposals, ran A/B tests, and aligned delivery priorities.
Results
📊 Year 1 (2022)
- Q1 Leads: 566 → Q4 Leads: 6,324
- Growth: 1,017% YoY
- Form optimised for trust, accessibility, and engagement
📊 Year 2 (2023)
- Q1 Leads: 11,121 → Q4 Leads: 26,826
- Growth: 141% YoY
- Navigated Google search algorithm volatility through form UX best practices
📊 Year 3 (2024)
- Q1 Leads: 32,107 → Q4 Leads: 60,000
- Growth: 87% YoY
- Delivered an intelligent, AI-assisted form experience
NEXT: AI-Driven UX Overhaul
🧬 From UX to Intelligence
Partnered with Brand and Engineering on a complete refresh:
- New design system integration
- AI-enhanced smart form to predict consumer needs
- UX inspired by global best-in-class lead funnels
- Single-page layout, simplified and mobile-first
🧪 Lean Validation
Used Lysnna testing to validate the AI-driven concept pre-build
→ Form slices built with engineers in lean, testable iterations
Outcome
A 3-year UX transformation resulting in a 106x increase in leads, built on continuous discovery, insight-led optimisation, and AI-powered product thinking, with no marketing spend.
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