Using design thinking and a product-driven approach, I conducted the research, synthesis, and design direction for a new Demo page that improved lead conversion for Versapay—where I led as Director of Design.

Through design thinking and UX methodologies, I streamlined the customer journey by removing friction, aligning user expectations with sales, and reducing confusion for existing customers seeking support.

Goal:

Versapay’s Demo page is a critical entry point in the customer lifecycle, yet it wasn’t converting effectively. My research sought to:

• Identify friction points preventing users from completing demo signups

• Uncover behavioral patterns to align user expectations with product-led demo engagement

• Optimize the lead flow to accelerate the path from marketing site to sales conversation

By treating this as a product discovery challenge—rather than just a marketing optimization—I applied UX research methods to deeply understand user motivations and barriers.

My role

• Drove project to the finish line

• Created research plan and wrote user tests

• Built and led CX and UX workshops

• Synthesized data to find actionable next steps

• Presented direction to C-Suite, RevOps, Product, and Sales and received buy-in on technical updates and sales flow improvements

• Collaborated with RevOps, Marketing, and Sales to redesign pages, create product demo explainer video, and follow-up flows

Problems to solve

The existing Demo page failed to drive conversions efficiently due to:

• High drop-off rates from a lengthy, overwhelming form

• High volume of customer support requests coming through the demo form

• Unclear expectations on what users were signing up for

• Lack of persuasive UX/UI elements to reinforce trust and urgency

• Inefficient handoff between marketing and sales, delaying follow-ups

To solve this, I applied a holistic experience design approach, ensuring the Demo page functioned as a seamless part of the customer journey—rather than a siloed marketing asset.

Original page and form design

UX Research

I planned and conducted user research

Timeline: 1 week

I designed and conducted a UX research study via Helio, engaging over 100 financial decision-makers in the U.S. and Canada. This research mirrored product discovery techniques and included:

• Behavioral surveys capturing how users interacted with demo requests.

• Expectation mapping to compare perceived vs. actual next steps.

• Conversion friction analysis to identify usability roadblocks.

• Audience segmentation across key decision-makers (CEOs, CFOs, AR Directors, CIOs, and CTOs).

I analyzed data

Form length and perception of effort

• Users found the form too long and intrusive, particularly on mobile

• Despite this, they tolerated it—indicating an opportunity to streamline how fields populate rather than remove fields, as the information was considered essential for Sales to route leads

Expectation vs. Reality

• Users expected an instant demo or immediate scheduling tool

• The term “Book a Demo” was misleading—users assumed they were selecting a time slot, not requesting outreach

Persuasive and trust elements

• Recognizable customer logos and testimonials were the most convincing factors

• The page lacked a compelling reason to act now, reducing urgency

Follow-up and communication gaps

• Uncertainty about what happens post-signup caused hesitation

• Users wanted an immediate confirmation and clear next steps (e.g., an email or scheduling link).

I presented UX insights & suggestions

To C-Suite, RevOps, Product, and Sales

When presenting UX research findings, it’s essential to:

• Ensure the testing audience accurately represents our users (I created Helio lookalike audiences)

• Connect the data to business goals (Goals: increase bookings, decrease support calls via form)

• Use engaging visuals and storytelling (Slide 9: Demo follow-up experience rainbow)

• Provide concrete next steps to drive impact and decision-making (Slide 14: recommendations)

Recommendations

UI , UX, and CX suggestions

They all work together: A well-designed UI makes interactions easy, strong UX ensures a seamless experience, and great CX builds lasting customer loyalty.

User Interface: Visual and interactive

UI is the look and feel of a digital product—buttons, colors, fonts, and layouts that make it visually appealing and easy to navigate.

• Redesign page for new brand look and usability

• Remove unnecessary form fields:

  • ‘Job Title’ can be discovered via Sales Tools

  • ‘ERP’ suggests an ERP-specific demo, confusing leads about its focus

• Retitle “Message” field to encourage sharing details and asking questions

• Add customer testimonials from industry-leaders to build trust

• Enrich post form-fill with resources, product videos, or case studies

User Experience: Ease of use and flows

UX is about how it works—ensuring users can complete tasks smoothly, efficiently, and without frustration.

• Clarify follow-up time/method upfront and call within 1 hour

• Reinforce “Sales conversation” language to set clear expectations

• Use jargon-free language and expand abbreviations

• Right-set expectations and increase excitement

  • Clarify the demo agenda

  • Tie the demo to specific product benefits

• Promote other ways to connect for different buyer personas

  • Describe live chat as a way to book a day and time instantly

  • Offer an on-demand demo video on this page

• Separate Support and Partners contact from the form to avoid confusion

Customer Experience: Overall perception

CX is the big picture—how a customer feels about a brand across all interactions, from the website and product to customer service and marketing.

• Edit ‘storing data’ language to be less anxiety-inducing

• Test and audit approaches to stand out from competitors

  • 1-min video: Sales Leader explains demo topics and follow-up

  • Audit and improve language in demo-specific emails, chat, etc.

Demo page updates

During the discussion of these recommendations, we evaluated feasibility, RevOps' form requirements, and implementation timelines. To balance business needs with user experience, we aligned on key updates, including streamlining the form while preserving essential data fields, clarifying expectations upfront, and enhancing trust signals to drive higher demo signups without disrupting internal processes.

In collaboration with Sales, RevOps, Sales Engineering, and Product Marketing, here’s what we implemented:

• “Sales conversation” messaging

  • 1-min video from our VP of Sales to set expectations—highlighting that the demo is a general overview, not personalized

  • Clarifying the brief call is about their needs and how Versapay can help

  • Clarifying the form goes to Sales, reducing confusion and support requests

• Simplified form:

  • Separating customer support options from the form

  • Remove unnecessary form fields

  • Retitle fields to be clearer and more beneficial to users and sales

• Trust indicators:

  • “9,000+ customers trust the Versapay Network”

  • Recognizable brand logos from our key industries

  • Customer testimonials and case studies for added credibility

• Adding an explainer video on how Versapay improves accounts receivable collaboration—a compromise, as providing the on-demand demo wasn’t an option based on Customer Acquisition’s pipeline needs

Post-submission updates

In collaboration with Sales Engineering and Product Marketing, we enhanced the post-submission experience by:

• Adding videos on top products and ERP integrations to address key customer needs prior to demo

• Clarifying that responses would be via phone to set expectations

• Reinforcing trust with a green checkmark confirming inquiry receipt

Results

Product thinking applies beyond the product itself—a well-designed marketing touchpoint can improve the overall customer experience just as much as an in-product flow. By approaching the Demo page as part of a continuous user journey, rather than a standalone marketing asset, I created a research-backed solution that:

• ✅ Increased demo signups

• ✅ 100% eliminated support call volume via the demo form (as of 1 year live)

• ✅ Improved lead handoff between marketing and sales