B2B Smart Form

During our discovery phase with one of our B2B clients, we identified an interesting problem that had not been tackled before. Their current method of first-contact with any prospective Enterprise customer was through a simple form on their website. However, we found out that it took them several days to establish contact, set up the first meeting, and take them through the first product demo, with almost 4-5 emails exchanged.

We wondered what if we could solve this through the contact form itself? So while redesigning their website, we decided to add a second step to the contact form for scheduling a meeting with a pre-assigned representative. To make sure this does not cost any leads, the form was still saved on step 1, and we measured how many customers use the new feature (which we simply mocked in the back-end and sent an email with schedule details to the right person).

To our delight, the second form was a success! Even when a customer wanted to have a reschedule, it was a simple matter of editing the calendar event. And they appreciated having a name and face to go with, before they were reached out for the first time. This ultimately saved our client 2-3 email exchanges, and allowed them to get to a demo sooner. The back-end was iterated to be dynamic later on, with actual associates and scheduling slots.

Although there is nothing innovative or unique about the technical feature itself, it was one of those moments where we helped a client identify and solve a real business & customer experience problem, through a known interaction pattern and a wizard-of-oz testing strategy.