DataSense Self Serve

Design Challenge

Since this was a brand-new self-serve product, the challenge was to guide agents through the flow confidently, helping them understand what they’re getting, why it’s valuable, and how to complete the process without confusion.

Goals

- Design a clear, end-to-end subscription experience for agents
- Help agents understand each module and its value without relying on a sales team
- Ensure the flow intuitive and trustworthy

User Flow

Initial flow designed to guide agents end-to-end.

Design Exploration

I explored different layout options to see how small UI details could impact clarity, like whether to use a primary or secondary button, where to place pricing and duration, and how font size affects what agents notice first.

MVP Design (Initial Release)

The MVP focused on launching a functional self-serve flow for agents. The Verification screen introduced key benefits upfront to build understanding early. After Verification, users could proceed to Registration to create an account. The Select Package screen allowed agents to choose a subscription that matched their needs, with pricing and module info shown together. The goal was to deliver a basic but complete flow to test initial assumptions.

Usability Testing Findings

To validate the MVP, we conducted usability testing with five agents in Malaysia to assess clarity, uncover major usability issues, and understand how confident agents felt about subscribing based on the current flow.

Key findings included:
- Stepper Confusion: Most agents overlooked or misunderstood the stepper. Step labels were unclear and combining steps like Verification and Registration was suggested.
- Verification & Registration: Agents were unsure why verification was needed, and there was no success feedback. A clearer purpose and simplified flow were needed.
- Package & Modules: Agents assumed packages included everything and felt misled when add-ons appeared later. Clearer naming and layout were needed.

Following the test sessions, I shared my notes and collaborated with the UX researcher, who led the affinity mapping process in Miro.

Design Improvements

Agents needed to understand the value of DataSense before committing. To address this, I collaborated with the marketing team to enhance the DataSense landing page, ensuring that pricing, benefits, and feature breakdowns were clearly communicated before users entered the self-serve flow.

Within the self-serve flow, I made several key UX improvements to reduce friction and increase conversions:
- Simplified the stepper: reduced the number of steps and clarified the labels to better align with agent expectations and reduce confusion.
- Verification & Registration: replaced long, text-heavy instructions with concise guidance and added an AgentNet login option to speed up the process. Added success feedback like “You’ve been verified!” and made the email verification CTA more prominent before users could proceed.
- Package & Module Selection: removed the package explanation since it’s already covered on the DataSense website. Combined both steps into a single, clearer screen. Updated the add-ons to a “Pick Your Own” format, making it easier for agents to choose only what they need

Conclusion

By simplifying the flow and making the value of DataSense clearer upfront, we reduced friction and helped agents feel more confident about signing up. The new experience made it easier from verification all the way to selecting the right modules. These changes led to better understanding, quicker decisions, and a smoother self-serve journey, resulting in a 30% increase in conversions.