Nov 08, 2023
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4-6 months
South Africa, Cape Town
Service categories


ServCraft offers job management software tailored for field service businesses, specifically the Security, HVAC, Electrical, Plumbing, and Solar sectors. The platform empowers these enterprises with tools to oversee jobs, quotes, invoices, and forms, ensuring comprehensive control and streamlined operations. ServCraft's sales efforts effectively attracted users, but a noticeable churn rate was observed as soon as users started the products’ free trial. The underlying concerns highlighted the need for refinement in feature discoverability, onboarding efficiency, as well as the overall usability of the platform.


We worked with them to improve lead-to-subscription conversion rates - here's a snapshot of what we did 👇 1️⃣ Product audit with emphasis on the onboarding experience of new customers. In this phase, we conducted customer & stakeholder interviews, a Hotjar & Mixpanel data analysis, a usability heuristics analysis, a competitor analysis as well as a UX/UI Audit. We learned: i. The sales team was GREAT at getting customers BUT some customers would fall off once they started using the product ii. The product had lots of features but needed to tell users about them or how to use them. iii. Navigation and UX weren't effective, leading to a sub-optimal experience resulting in a drop-off


2️⃣ In response we re-designed elements of their platform including: i. Overhauling navigation ii. Upgrading branding + UI styling iii. Designing clear onboarding flows to introduce features and guide users through complex journeys iv. Creating a design system to allow their team to scale without needing design input for new features. v. Designed an in-product help section to access support content easily and within context. By adopting our innovative branding and onboarding designs, ServCraft witnessed a notable rise in conversion rates and a successful brand transformation.