User Experience Design (UX) | User Testing | Persona Development | Strategy
ClearChoice is the largest network of dental implant centers in the US. Their business is driven by evaluation requests scheduled on their website. To increase leads from the website they needed to understand their users personas at a deeper level and develop a more sophisticated approach to lead nurturing. We developed personas for site users and defined what a conversion would mean for them, understanding that a form conversion was not a realistic conversion for all personas. In addition we conducted user testing to optimize the lead generation form, particularly on mobile where completions were much lower.