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Marketing + Business Consultant



02/2023 - 05/2023

The Project

The goal of this project was to identify the optimal strategy for the expansion of Checkr’s self-service customer growth efforts. Specifically, developing a playbook of best-in-class acquisition funnels across both B2B and B2C and identifying the greatest area of opportunity for improvement of Checkr’s current acquisition funnel. Lastly, evaluating Checkr’s value proposition for small businesses vs competitors to learn key purchasing criteria of small business customers, and how Checkr can differentiate. *Please note that due to confidentiality, not all information + deck materials can be shared publically.

Deck Creation

During the ideating of the deck, I employed a meticulous approach blending their mix of serif + san serif fonts to reach optimal legibility and hierarchy, effectively communicating key concepts and supporting the flow of information. Checkr's colors separated each section of the deck into its own category as well as utilizing shapes to make the page more dynamic and allowing screenshots + mock-ups to be the center of attention.

I incorporated high-quality visuals, icons, and encapsulated Checkr's brand essence, fostering recognition and trust. 


Acquisition Funnel Playbook

To create the most reliable funnel, we focused on what is out there and what does good look like in the background-checking industry. Thinking about what elements should and should not be included in the funnel such as chatbots, progress bars, help tooltips, confirmation pages, recaptcha, etc. Furthermore, research into how the UI/UX sections would change user experience had us focusing on mobile vs desktop sites + display hierarchy. 

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UI/UX Model

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Funnel Optimization

In order to optimize the acquisition funnels, the first step was to develop a scorecard that evaluated the funnels based on a predefined playbook. This scorecard consisted of two main axes. Axis 1 focused on criteria such as the number of fields included, time of completion, and pages involved in the funnel. Axis 2 compared Checkr's flow with that of its competitors such as First Advantage, HireRight, and Sterling Solutions. The evaluation process involves both quantitative and qualitative analysis. Quantitatively, the aim was to demonstrate how Checkr's funnel measures up against its competitors. Qualitatively, different factors are taken into account and assigned scores to identify areas of improvement for Checkr. By scoring Checkr's current funnel across these criteria, the greatest areas of opportunity were identified and recommendations were developed to improve Checkr's funnel, ensuring a more efficient and effective acquisition process.

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