Problem: As an employee benefit, Maven generates revenue when “members” (end users) enroll. User research revealed that Maven’s value prop was not clear to potential members from the employer landing page, and data revealed that those who did try to enroll were often stymied by employer verification errors.

Initially, we explored reimagining the entire enrollment flow. After key stakeholder conversations, we opted to focus our efforts on the areas of the funnel with the greatest dropoff percentage (read more on why we took this approach here). Thus, we identified the employer benefit landing page and the program selection screens as primary targets for a revamp, with smaller enhancements to account creation screens to prevent errors. I worked closely with our product marketing, content, and UX research teams to optimize and test copy and visuals for user comprehension and sentiment.

Impact: Previously, we’d seen a 40% dropoff at account creation and a 23% dropoff at program selection. With this revamp, we achieved a 14% increase in account creation and 12% increase in successful activation (meaning members were able to find a suitable program to support their life stage).