case • 8 min
My service to communicate with client. It helps to sell design and have an effective dialogue. Instead of chaos in chat, it is a visual service where everything is collected: target, tasks, commercial offer and workflow • yzalex.ru/sink
design and develop sales conversion
×2 times accelerated commercial offer
Design
Hypothesis
To sell more effectively, you need to give the client control over the project and a sense of security. To do this, it is necessary to show the commercial offer, the workflow and the project status as transparently as possible: what stage is now and how much is left to go
Target
To create a service to work with the client and increase the conversion to design sales. Move the «official» part of communication from chat → to a trustworthy service
Tasks
Increase CR
Increase CR in design sales. Current rate is ~35%, a lot of effort is wasted
Accelerate offering
Reduce the time to prepare a customized commercial for the client
Less calls
Minimize the number of questions and explanation meetings with clients
Clients understand T&M
Make sure clients understand and agree with Time & Materials payment format
Project page
Targets, tasks and everything you need — carefully collected in one place and divided into steps. You can always go back and make sure the project is going in the right direction
Task understanding
The service starts working at the phase of task discussion. The client makes sure that the task is correct and immediately, in the panel on the left, sees the following steps of the project
Commercial offer
In the commercial offer section, I present a plan and a schematic design of the future website in order to agree the scope of the project. Pre-filled blocks help not to waste time on decoration, and focus on the essence of the case
Work steps
Clearly, with illustrations and examples, I tell the client what we will do in each step and how much clients’ time will be required. To speed up the reading of the offer, there are summarized " step results" at the end of each section
Money and contract
The cost calculation, the contract — everything is here. The client understands the payment schedule and payment format in detail. When the task is quite unclear, I offer the calculation in several variants
Workflow
The client has access to the project in Figma. All working links are always available. If there is a task for the client, it is also here. When it is clearly visible that work is in progress, clients feel more relaxed and ask fewer questions
Service reviews
Clients praise the service and agree to work together without further questions. And designers who have seen the product ask about the public release (once...)
Jobs to be Done
Based on about ~20 actual documented sales and client interviews, I formed 4 key JTBD segments. Separately highlighted my own design «pains» that match with my colleagues
CJM as is
Working on any project is stressful. Especially in product design, when the result is not known in advance either to the client or to the designer himself.
The key point of growth is reading the commercial offer. To raise efficiency at this step, you not only need to do it perfectly, but also prepare the client at the previous steps
CJM to be
In the new version of CJM I was successful in sharply raising emotions at the stage of discussing the task, when the client sees the service for the first time. As a result, the drop at the offerer step has smoothed out and the rest of the work goes more easily
Competitive analysis
100% of the proposals I’ve studied from open sources and colleagues’ insights are PDF presentations or templates in Notion. A love-made PDF certainly solves a lot of problems, but it doesn’t provide a complete system and a sense of a safe space for the client.
Developing this service, I took a risk, because in practice, my colleagues do not use this kind of service. However, the time spent paid off many times over with real money and the thanks of clients
The key win is the increase of conversion, now 4 out of 5 sales ends with the start of the project. Many are ready to cooperate literally immediately after reading the offer. Clients ask fewer questions and have less control, as processes have become transparent and understandable
design and develop sales conversion
×2 times accelerated individual commercial offer
View a live example of a project in the service
4 times each client visits the service
Although projects last for 1-2 months at a time, many clients develop trust and stop monitoring the process, coming in only at key points of the project
5:20 average time per 1 visit
Webvisor shows that people are thoughtfully studying the information and really getting into the context of the project
55% — mobile phone users
Many entrepreneurs do business from their mobile phones. That is why I have developed a user-friendly mobile version
Clients understand Time & Materials
Paying for design at an hourly rate is already an industry standard, but for many (even large) non-digital companies it’s new, and an explanation is needed. The service successfully explains how it works
Achieved a transaction cost decrease. Simplified onboarding by 2 times. Accelerated the solution of key tasks in the interface by 35%
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