Empowering users with tools for critical thinking enables them to make risk-driven decisions on their own, leading to increased revenue for Intelligo
8 min reading time
Senior UX/UI Designer
Role
Product Design Lead
(single designer)
Team
Product / R&D
Product
B2B AI background check platform
To understand the future, we must first understand the past.
"Intelligo offers background checks tailored for the pre-investment due diligence market, uncovering subject issues and facilitating risk management.
Over the years, Intelligo has continuously improved its products and services, making them more competitive and robust. However, the adoption of these offerings has been slow and limited.
The Challenge
We were puzzled as to why clients appreciated our offerings during the sales process but did not utilize them within the platform.
Through client calls, internal inquiries, and user session reviews, we discovered that our main point of contact during the sales process is not our final user. This created a gap of knowledge transfer limiting our ability to effectively offer upsell or cross-sell products.
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How do you know what you need if you do not know what you have?
We aim to empower our clients by enhancing the platform with better decision-making tools.
Design Solution
By redesigning our ordering process to be intuitive and self-explanatory, we expect to decrease the need for high-touch support
Creating a step-by-step process that showcases products alongside informative content equips users with the tools needed to take action.
Adding an informative pop-up has proven to be useful by delivering essential product information to users, enabling them to return to the main flow equipped with the right details to make informed choices.
Incorporating the ability to compare report coverage has shifted the conversation from focusing solely on what a report covers to emphasizing how users can maximize the platform's capabilities.
Report coverage, coupled with the report's results, has motivated users to upgrade their reports, effectively managing their risk in the process
Providing coverage visibility within the report proved useful for users making the decision to upgrade much easier. Through monitoring user sessions, we observed numerous instances where this addition played a pivotal role in the upgrade decision.
The Process
Aligned with our annual KPIs, we are prioritizing improved showcasing and description of our product to guide users towards maximizing upsell and cross-sell opportunities
During client calls, we gained valuable insights into user queries and challenges:
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Users inquire about report coverage, indicating a need for clearer information.
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Lack of awareness about Intelligo's offerings emphasizes the need for better visibility and communication.
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Decision-making challenges on Clarity highlight the need for improved support and usability.
Redesigning our ordering process was the obvious starting point; we knew it was the pivotal decision point for choosing which product to use
Goals for Implementation
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Develop a straightforward, self-serving flow that effectively guides the user.
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Expose users to all relevant products, subscribed or not
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Provide comprehensive product information.
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Expand and optimize our design system for efficiency.
"In my search for examples and inspiration, I studied retail and subscription-based companies that have successfully tackled challenges similar to ours.
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Redesigning the existing flow turned out to be more complex than anticipated. We encountered dependencies that required multiple iterations before achieving a functional solution.
Learning from past mistakes, we prioritized leveraging our design system to minimize effort and ensure consistent design throughout the platform, thereby reducing time spent on future maintenance.
During the redesign of our ordering process, the scope step played a pivotal role in influencing our KPIs
Grouping products into cascading categories enhances clarity and highlights product relationships, guiding users on how to place an order.