The challenge: All Star Directories' legacy Request for Information (RFI) flow hadn't been successfully updated in over a decade, and conversion was declining as more customers arrived on mobile.
My role: UX/UI designer, leading the design critique, competitive review, flow redesign, mobile optimization, and prototype.
The outcome: The redesigned wizard flow outperformed the legacy experience in an A/B test with a 7% increase in conversion, the first successful change to the experience in over 10 years.
Business Goal
Redesign the legacy experience to increase engagement and conversion.
UX/UI Design • Mobile Optimization • Interaction Design
The Legacy Design: Critique and Competitive Review
Small text and form fields were hard to read
Repetitive information created hierarchy problems
On desktop, a two-column layout added cognitive load when filling out forms
Solution: A Streamlined Wizard Flow
To understand how competitors engaged customers, I reviewed their experiences and mapped their user flows alongside All Star's.
Responsive design: The layout adapted to screens of all sizes.
Clear, conversational prompts: Simplified text helped customers understand what was needed at each step, making the experience feel guided.
Forward-moving transitions: Smooth transitions between steps kept customers focused on completing the task.
Results and Impact
The Updated Experience
The new experience launched in an A/B test against the legacy design and outperformed it with a 7% increase in conversion.
It was the first successful change to the experience in over 10 years, building leadership's confidence in data-driven design and in the team's ability to deliver. That confidence gave the team the go-ahead to update other underperforming parts of the legacy experience.
Design Goal
Streamline the user flow to improve task completion
Create a mobile optimization strategy that met customers where they were
Layout and readability
Mobile usability
Small form fields weren't touch-friendly
Some forms had so many fields they discouraged completion
Experience & Flow
I started with a visual review of the experience and ran informal usability walkthroughs with new employees, who were seeing the flow for the first time, much like customers.
A separate form for every school, with a new form appearing after each submission.
Informed by the competitive review and critique, I introduced a wizard-style flow that broke the form into smaller, more manageable steps. Using progressive disclosure, the new design guided customers through one question at a time to reduce cognitive load.
A streamlined, multi-step process that gathered all necessary information before submitting to schools.
All Star Original Flow
Competitor Flow
Comparing User Flows
I redesigned the UI with mobile first:
Large, touch-friendly buttons and form fields
Large, easy-to-read text
A progress bar showing customers where they were in the process
Transition screens between school forms to confirm each completed step
Mobile Optimization
A continuous "treadmill" of forms led customers to send suggested RFIs without realizing it
Customers abandoned long forms
Project Summary
All Star Directories helps non-traditional students connect with educational institutions through its Request for Information (RFI) system, where students request details from schools they're interested in. The experience was designed for desktop, and hadn't been successfully updated in over a decade. Conversion was declining.
Turn Ideas into Results
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