Prose Consultation Redesign

As Director of UX Research, my first major initiative after founding the practice was to re-architect Prose’s consultation experience, the the AI-driven questionnaire that powers our custom formulations. Partnering with technology, analytics, design, creative, and R&D, I supported on defining the key problems through a mix of funnel analytics and design research, identifying friction points to frame the opportunity.

From these insights, we identified moments of confusion, unclear terminology, friction in the mobile flow, and gaps in ADA compliance. Working closely with R&D, we refined consultation questions and answers, inputs which form the logic for our ML formulation engine to improve accuracy. With design we optimized UX for mobile completion through a new progress tracker, contextual tips, and educational microcopy that explained how each response informed the formula.

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Impact

• +5% conversion rate

• +4% average revenue per session

• + 28% completion rate (with an average 12-minute consultation)

• +15% customer answer confidence and +218% NPS in concept testing vs. baseline

• Conversion and formulation accuracy improved, with R&D reporting a marked reduction in misclassified profiles

• Improved customer trust and perception of customization leading to increased conversion