Human Capital Management
Client
ADP
Scope
B2B Ecosystems Workflow Automation Enterprise Accessibility
Role
Strategic Alignment, User Flows, Interaction Design, Prototyping, Component Design
We designed a high-converting landing page for a health and wellness app, combining calm visual storytelling with clear feature communication to drive sign-ups and app downloads.
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Challenge
How do you simplify a highly complex, manual 401(k) retirement plan enrollment process to bridge the gap between sales representatives and busy business owners? For ADP's retirement services division, onboarding business owners into complex 401(k) plans was historically a manual, high-friction endeavor. Sales representatives faced dense data-entry sheets, while business owners struggled with a lack of transparency during the final setup and handoff stages. To solve this, I collaborated closely with ADP product owners, sales teams, and key stakeholders to completely redesign the end-to-end enrollment experience. By replacing dense forms with an intuitive, responsive wizard and establishing a seamless asynchronous handoff system, we successfully reduced friction, accelerated sign-up times, and boosted overall sales performance.
Strategy
To streamline a multi-layered registration flow, we mapped the sales team's complete journey to handle complex operational routing. I mapped out comprehensive, branching logic user flows to visualize and isolate every possible step in the sales rep's journey. By defining automated logic gates early in the flow, the application dynamically filters out irrelevant questionnaires, guiding the representative and the client down a highly tailored path.
Result
Streamlining the relationship between sales representatives and clients drove substantial gains in productivity and onboarding speed. Measuring The Impact - Frictionless Drop in Abandonment Rate - Seamless System Scalability - Responsive Accessibility Validated
