NNA
Interview Package Quiz
Summary
Mission
Choosing the right notary signing agent package can be overwhelming, especially when there are multiple price points and add-ons. The mission was to replace a static package list with a simple, interview-style quiz that would guide customers to the most suitable option—while increasing sales of higher-value packages and overall cart conversion.
My Contributions
I collaborated with the Marketing team to define the goals of the test and designed a 3-question quiz that feeds into personalized recommendation pages. I mapped the decision logic, built the experience in our landing page platform, and optimized the recommendation layouts to clearly highlight higher-value packages. I also helped interpret the results and share learnings, which led to rolling out the quiz format to additional states.
Service
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UX research & goal definition
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Quiz and flow design
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Personalization & decision logic
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UI design for recommendation pages
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Experiment setup & result analysis
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Collaboration with marketing & stakeholders
My Role
UX/UI Designer
Impact
The quiz-based, personalized approach outperformed the traditional package display across multiple key metrics.
+96.2%
Increase in high-value package click conversions
+19.65%
Higher cart page conversion (statistically significant)
+13.88%
Improvement in Average Order Value (AOV)
+33.8%
Increase in basic package clicks, showing the quiz also supported lower-tier options where appropriate
Scaled beyond the initial test
The successful format now routes all traffic in CA and AZ to the interview-style experience, with additional states planned for future tests.
Overview
Customers choosing an NSA packages often felt overwhelmed by multiple price points and add-ons. The static package list didn’t help them understand which option fit their situation, and it didn’t do enough to encourage higher-value choices. This project aimed to replace that static view with a short, guided quiz that would produce personalized package recommendations and improve key revenue metrics.
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Process
Working with Marketing, I clarified the goals for the experiment and dug into existing performance and customer questions to understand where the decision was breaking down. I then designed a concise, three-step interview-style quiz that focused on the few inputs that truly affect which package is best. Behind the scenes, I mapped a clear decision tree so each answer combination led to a sensible recommendation. I evaluated tooling options, implemented the quiz and recommendation pages, and designed the UI so the suggested package felt like expert guidance rather than a hard sell, while still allowing users to see and compare other options.
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Impact
The quiz-based experience increased engagement with higher-value packages and lifted both average order value and cart conversion. Customers arrived at a recommendation that felt tailored to them, which reduced decision friction and led to more completed purchases. The success of this project demonstrated how turning a complex choice into a simple, guided flow can benefit both users and the business—and it’s a pattern that can be applied to other decision-heavy journeys as well.
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Next Step
To build on the success of the quiz, I want to take a closer look at which packages customers actually purchase most often after receiving a recommendation and compare that to the quiz outcomes. I’d also like to run follow-up surveys asking customers about their package preferences and decision criteria. Together, this data can help refine the quiz logic, improve how we present each option, and ensure the recommendations feel even more aligned with what customers truly value.