Improving the Entry Point Experience of Offering Package to Drive an +46% SQLs Increase in Just Two Weeks

Business Context

KitaLulus — Indonesia’s leading job platform with 11M+ job seekers and 100K+ companies — experienced an 8.99% drop in SQLs in Q2, directly impacting quarterly revenue projections.

The goal of this project is to increase the number of SQLs (Sales Qualified Leads).

The business needed recovery within the same quarter.

Challenge

Redesign the Offering Package experience within 3 weeks to:

  • Recover declining SQL performance
  • Improve package clarity and perceived value
  • Maintain alignment with Sales positioning
  • Avoid modifying backend pricing logic

This required balancing conversion optimization, stakeholder demands, and technical constraints under a tight timeline aligned with Q2 revenue recovery.

Scope & Complexity

  • Impacted 3 core user roles (New Employer, Returning Employer, Sales-assisted User)
  • Affected the main revenue entry point
  • Cross-functional alignment between:
    • Design Manager
    • Product Manager
    • 4 Engineers
    • Business & Sales Team
  • 2-week experiment validation window
  • Backend pricing structure locked (no structural changes allowed)

Execution

  • My Role:
    • Led qualitative research
    • Synthesized funnel data with behavioral insights
    • Designed new comparison architecture
    • Conducted usability testing
    • Iterated with engineering within sprint constraint
  • Timeline: 3 weeks (Q2 2025)

Impact

Within 2 weeks post-launch:

+46%

increase in SQLsd

+18.7%

conversion rate improvement

The redesign directly supported revenue recovery efforts and became the new baseline structure for package presentation.

Research

Low Performance of the Current Offering Package

How-Might We

Brainstorming & Solutions

We tried to have discussions and brainstorm several solutions.

Final Design

Implementations

Redesign the visual design and user experience

Creating a visual hierarchy makes it easier to identify the recommended package, prioritize CTAs, and clearly read the package features.

Emotional Statement

Package descriptions should align with company scale and user needs, using a tone that emphasizes the user’s emotions.

Entry Point

This approach reduces cognitive load and decision fatigue, as users are presented with options that directly relate to their current constraints rather than a generic package comparison.

Testimonial & Package Comparison

Testimonials help build user trust. Social proof — people are more likely to trust decisions that others have already made. Package comparison table help users quickly scan the numbers and availability of features in each package.

Reflection

What I've Learnt & Special Thanks

  • I learned to better understand user behavior and how emotions influence their decision when choosing a package.
  • This project helped me recognize the psychological aspects behind user motivation and how design can guide their decision-making process.
  • I gained valuable insights into how the business team positions and sells products effectively.
  • I learned how to collaborate more closely with cross-functional teams to align user needs with business goals.
  • This experience strengthened my ability to balance empathy, data, and business perspective in design decisions.
    Special thanks to:
  • Product Design Team: Tasya, Fariz, Amnesti
  • Product Team: Rusy, Geva
  • Business Team
  • Tech Team
  • and everyone involved in making this project possible.