About

Contact

About

Contact

Morning's contact form

Morning's contact form

Driving qualified leads thanks to revamped form

Driving qualified leads thanks to revamped form

Driving qualified leads thanks to revamped form

Client

Morning

Role

Product Designer

Date

July '22 - Feb '23

As my very first project at Morning, a company offering shared offices in Paris, I had the opportunity to completely rethink our contact form and to radically redefine how leads connect with us. A very touchy project, as we are the only actor in the coworking space to get most of their revenues from our website. The key objectives that we had in mind: improving lead qualification, reducing the rate of irrelevant leads, creating a premium and delightful experience that aligns with our brand image, and assisting users in effectively expressing their inquiries.

As my very first project at Morning, a company offering shared offices in Paris, I had the opportunity to completely rethink our contact form and to radically redefine how leads connect with us. A very touchy project, as we are the only actor in the coworking space to get most of their revenues from our website. The key objectives that we had in mind: improving lead qualification, reducing the rate of irrelevant leads, creating a premium and delightful experience that aligns with our brand image, and assisting users in effectively expressing their inquiries.

As my very first project at Morning, a company offering shared offices in Paris, I had the opportunity to completely rethink our contact form and to radically redefine how leads connect with us. A very touchy project, as we are the only actor in the coworking space to get most of their revenues from our website. The key objectives that we had in mind: improving lead qualification, reducing the rate of irrelevant leads, creating a premium and delightful experience that aligns with our brand image, and assisting users in effectively expressing their inquiries.

Understanding the scope of the project

Upon joining Morning, the first initiative I took was to thoroughly explore the entire website to identify usability issues and inconsistencies in the user experience. Next, I carefully analyzed the initial contact form to derive potential areas of improvement and formulate some hypotheses.

To gain insights into the current internal use of the form, I conducted interviews with the relevant teams. Together, we discussed the business objectives to be achieved through the redesign and identified common issues. These issues included :

  • a lack of detailed information to better understand incoming inquiries

  • a high rate of irrelevant requests (not linked to our core business)

  • generic input fields that did not cater to our different offers

  • a non-existent post-submission experience, leaving prospects unsure of what would follow after contacting us.

After conducting benchmarking and researching best practices in lead conversion, I teamed up with my Product Manager for the ideation phase. This allowed me to lay the initial wireframe foundation.

During my research on best practices, I came across interesting statistics regarding Typeform surveys. Typeform surveys are known for their engaging nature due to several key factors. Firstly, they are interactive, creating a dynamic experience for users. Secondly, they present one question at a time, minimizing distractions and allowing users to focus on each question individually. This approach helps maintain user engagement throughout the form.

Multi-steps forms tend to perform 86%, and the order of questions is crucial in the process. By asking for easy information such as name and email early in the form, and then placing more complex questions towards the end, users feel a sense of accomplishment as they make progress towards a goal, leading to increased commitment and effort.

Drawing inspiration from these findings, I integrated these successful elements into Morning's contact form redesign, aiming to create an immersive and captivating experience for users.

This initial phase was critical in order to establish a strong project framework and to guide my design approach.

Initial contact form

Discovery phase

Delivery phase

First iterations

After presenting the initial versions of the form, we ultimately did not go with that first design. Following discussions with the Engineering, Sales & Marketing teams, we realized that implementing the proposed changes would be time-consuming due to constraints with Webflow and our CMS, Pipedrive.
Also, during interviews, we found out that users preferred to be contacted via phone to expose their projects to sales representatives. Also, their selection criteria were not focused on specific spaces but rather on location, when looking for offices. This insight led me to iterate and design a simplified version.

Final designs

Achievements

Through this bold redesign, our team has achieved extraordinary results. Not only are we attracting more qualified leads, but we have also significantly reduced the time spent on completing the form, nearly halving the previous duration. Additionally, non-related inquiries are now less frequent, resulting in valuable time savings for our sales team. This initiative has improved significantly our communication with prospects and solidified our position as a humane and friendly company.