Contact Redesign
Launched
Q3 2024
My Role
Sr. Product Designer
Scope
Research · Content · Experimentation
Scale
58+ lead-gen forms
PROBLEM
A development-led optimization made the page worse
Thrivent’s Contact Us page was one of the most important points of digital engagement, serving both prospects and current clients. After a development-led optimization, conversion dropped sharply on desktop and mobile.
The page had no clear visual hierarchy, weak CTAs, and poor scannability. For someone trying to get a quick answer, the experience was slow and overwhelming. A performance audit flagged it as underperforming and strategically important to fix.
I was brought in to lead two parallel efforts: stabilize performance fast inside the existing CMS, and reimagine the contact experience from the ground up for long-term scale and trust.
APPROACH
Two phases: stabilize fast, then rebuild for scale
Phase 1 had to deliver immediate gains using CMS tools only. No code, no backend changes, no structural rework. Phase 2 was the real redesign: a new form experience grounded in research and behavioral intent that could scale across Thrivent’s ecosystem and work for both after-hours prospects and active clients. I owned UX, content strategy, and A/B testing across both.
Phase 1: quick wins inside the constraints
Working with no code and no backend access, I reorganized the existing page using spacing, typography, and CTA hierarchy to cut friction and make the next step obvious. The fixes shipped in two weeks. Throughout both phases, a connection means a form submission or a tap-to-call, measured against all page visitors. Tap-to-call is why mobile baselines run an order of magnitude higher than desktop.
PHASE 1 • RECOVERY, A/B TESTED
HIGHER DESKTOP CONNECTIONS
HIGHER MOBILE CONNECTIONS
Both figures are measured from the broken page's baseline, after the drop. Pre-change data wasn't retained, so Phase 1 claims recovery and stabilization, not net-new lift. That comes next.
Phase 2: a full redesign for long-term scale
The research pointed to three problems. Most submissions came in after hours, so the design had to carry trust asynchronously, with no person on the other end. Users struggled with long, inconsistent forms. And the site had grown to more than 58 lead-gen forms, each with its own logic and UX.
The new React-based flow addressed all three. It set clear expectations about what happens after a submission, cut the form to fewer and smarter fields to reduce drop-off, and proposed a “preferred contact method” field. That field was later removed due to Salesforce limitations, though I still argue for testing it, since giving users a choice likely lifts both completion and trust.
We A/B tested the new flow against the Phase 1 version.
Phase 2 • A/B vs Phase 1
HIGHER DESKTOP CONNECTIONS
HIGHER MOBILE CONNECTIONS
OUTCOME
Recovery first, then a validated gain
Phase 1 recovered the regression fast. Phase 2 proved net-new value: the redesigned flow beat the stabilized page by 40% on desktop and 8% on mobile in a controlled test. Measured from the post-drop baseline the two phases landed near 3x desktop and 2x mobile, but the A/B result is the number I stand behind.
Beyond the numbers, the work set the foundation for a more unified lead-gen strategy. The UX patterns established here now extend across Thrivent's digital ecosystem.
REFLECTION
What this work confirmed
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Constraints sharpen creativity: Even small visual changes moved the numbers when applied deliberately.
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Clarity builds trust: Setting clear post-submission expectations reduced hesitation and drop-off.
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Timing shapes design: Most activity happened after hours, so the asynchronous experience had to carry more weight.
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Simplification is about clarity of intent, not removal for its own sake.
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User control is worth testing: Even when a feature gets blocked, advocating for choice opens future paths.