Process Flow

Client: Hibu


Identified pain points in the template selection process for our SMB website product that led to expensive redesigns and customer complaints. Templates were selected based subjectively on aesthetics, with no regard to business need or conversion goals. Mapped out a new journey to optimize the sales process and selection process based on the users conversion needs.

Template selection will be more intentional – determined by asking questions that will discover the conversion needs of the user. Variation will be baked into each template based on the users conversion needs.


Created a more efficient process for template selection that:

1) Established expertise in conversion-based design

2) Offered value through conversion rather than fulfilling aesthetic preference

3) Educated and engaged the client early to increase awareness and focus on conversion goals

4) Reduced the number of redesigns, reworks and cancellations