The Imagitas digital product team has two goals: first to optimize the experience for increased conversion and second to increase the size of the sales funnel. To increase conversion, we focus on making the change of address process as frictionless as possible. To increase the size of the funnel we focus on getting movers to switch from going into a post office to changing their address online.
Our activities have kept the overall online change of address numbers flat – a metric that we have defined as success – it shows that we have slowed the trend of the past few years and actually created a lift of 1-2% per year.
During my time designing on the Mover’s Guide Online product team we have taken it through three main phases of redesign:
1. UI update with page flow consistent with earlier versions
2. Consolidation of data collection fields
3. Consolidation of privacy info and ICOA benefits with data collection fields
4. Other design concepts