Design systems refresh of FreeConferenceCall’s first time user experience increased conversion rates by 20% across 10 million global users
Led the design and execution of enterprise and consumer software for all of FreeConferenceCalls digital products in the B2B2C space, leading high impact initiatives from concept to execution.
-
Setting up UX research practices in collaboration with the sales and customer service team.
Presenting UXR insights to the leadership and executive teams and scoping problems to solve within the first time user experience.
Creating a variety of solutions to problems identified in the research, refreshing the design system to create new solutions (wireframes).
Collaborating with Marketing & Analytics team to A/B test a variety of solutions to the problems uncovered from the UX research.
Collaborating with development teams to implement the winning solutions globally across user groups.
-
Graphic designers, marketing and analytics team, development team, executive leadership, product management.
-
A/B testing led to 20% increase in conversion rates across 10 million global users.
UX design process involved setting up UXR practices, refreshing design systems, and A/B testing multiple solutions with marketing & analytics team.
-
We offer a range of solutions designed to meet your needs—whether you're just getting started or scaling something bigger. Everything is tailored to help you move forward with clarity and confidence.
-
Getting started is simple. Reach out through our contact form or schedule a call—we’ll walk you through the next steps and answer any questions along the way.
-
We combine a thoughtful, human-centered approach with clear communication and reliable results. It’s not just what we do—it’s how we do it that sets us apart.
-
You can reach us anytime via our contact page or email. We aim to respond quickly—usually within one business day.
-
We offer flexible pricing based on project type and complexity. After an initial conversation, we’ll provide a transparent quote with no hidden costs.
-
Collaborative, honest, and straightforward. We're here to guide the process, bring ideas to the table, and keep things moving.
The user testing process involved recruiting first-time users to FreeConferenceCall, observing as they signed up, onboarded, and joined a meeting for the first time.
In my first 6 months with the FreeConferenceCall, I was able to analyze the first time user experience and found ways to allow users to join meetings faster.
User testing uncovered points of confusion and frustration during the sign up flow and getting into a meeting experience for the first time.
2 key insights from user testing video highlights convince the executive team to A/B test redesigns for the site homepage and account dashboard page.
Key Insight #1: User testing sessions revealed that the homepage of the FreeConferenceCall site felt outdated and generic. 3 out of 5 participants were unclear about the purpose of the platform and who the platform targeted. Watch the video above.
Key Insight #2: User testing of the account dashboard revealed that users were very confused about how to join a video meeting after signing up for the platform.
The A/B testing process revealed clear winners from all the design solutions we created, refreshing the existing design system.Once the product team got the go-ahead from the VP of marketing, we prepped multiple concepts to solve the problems from the user testing that could then be A/B tested by the marketing team. Great product - marketing collaboration!
Before: SSO options were de-prioritized and the sign up dialog box did not pop as much above-the-fold of the homepage.
After: We emphasized SSO options and gave the site a branding re-vamp to make it feel more modern. This was the A/B test winner.
Before: Information not regarding clicking into video or audio meetings was de-prioritized and entering video meetings as a host or participant were emphasized. This was a risky design for leadership to accept at the time. This was the first time the design system was refreshed in years.
After: Initially, the A/B test for US users showed a lot of success and increased conversions by a median of 15% (on a Beysian normal model curve, it could have been a win as little as 2.5% or as much as 25%). Once rolled out globally to over 10 million users, we realized it won by 20%.
We designed both conservative account dashboard concepts and bolder concepts.
We realized that our more conservative concepts won A/B tests because users were used to a certain format. We had to refresh the design system in a way that considered the habits of our existing users while also including the habits of new users into the mix.
View more UX case studies…
Optimized unified login and account management for 132 global million Disney+ subscribers accessing multiple brand sites (e.g., Hulu, Mavel, Shop Disney, Star)
Led a design systems refresh across 3 sister agencies and 2 Novartis client teams to rapidly prototype concepts for a COVID-19 healthcare conference response
Design systems refresh to optimize FreeConferenceCall’s in-meeting user experience, creating easier ways to communicate and share content
Combined qualitative and quantitative UX research methods to delight a niche market of Disney+ streamers with new feature ideation
Designed UX transactions workflows for XClass TV, and how it interacts with partners like Netflix, Disney Plus, Vudu Movies, and more
AI content design and content strategy for Google Home’s responses to user tasks across a variety of subjects, actions, and data needs
Led and facilitated focus groups for Waze’s new AI features to see what appeals to user and what doesn’t while traveling or planning trips
User testing for Chase’s card finder prototypes, comparing three possible prototypes to qualify strengths and weaknesses of each
Optimized J&J’s global supply chain data visualization systems to showcase impact metrics at the local, regional, and global levels
Redesigned J&J’s global labeling process for packaging across all J&J brands, considering formulation, regulatory and manufacturing perspectives
Competitor heuristic analysis of Lincoln’s website and how the experience compares to other luxury car brands like Tesla, BMW, Mercedes Benz and more