Lucidata offers quick and accurate personality tests that allow companies and career consultants to build better teams. Think Myers-Briggs and CliftonStrengths, but easier and more accurate.
Lucidata has two groups of users - the “testers” who take the assessments and gain insights, and the “advisors” who purchase the assessments from Lucidata for their employees.
Lucidata's CEO asked for my help with issues they were starting to see in the product.
Lucidata was becoming a “one-and-done” service, and their growth was slowing down.
Testers weren’t utilizing all of Lucidata’s offerings, even with the time they were investing in taking the assessment. Additionally, testers would lose their results if they didn't set a password after completing the assessment. Advisors would have to re-administer the assessment, wasting time and resources.
This led me to wonder... how might we eliminate friction points in Lucidata’s onboarding experience to increase conversions and retention?
"Do I have to make an account to see my results? Why am I doing this?"
"Unless I clicked into each one, I wouldn't know what each report is or what it contains."
During my research, internal stakeholders uncovered some constraints with Lucidata’s back-end.
The biggest constraint involved the Advisor Hub - housed on a rigid WordPress system, improving the behind-the-scenes workflow for advisors wouldn't be financially feasible. There are plans to upgrade to a custom-made system down the line, but until then, nothing can be changed.
With this in mind, I focused on improving the front-end in a way that prevents the common issues for advisors in the back-end.
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