SAVING SIGN-UP
While working as a Lead Product Designer at Covenant Eyes, I was tasked with reimagining their sign-up process in order to reduce complexity and increase conversions. The existing process had an average of roughly 30 required touchpoints, confusing company-specific jargon, and lacked many modern form amenities—like auto fill support. I began the project by partnering with our UX Research team to watch some sign-ups in action for myself.
AUDITING THE PROCESS
At this point, after having gathered the existing research on our sign-up process and watching 3 observational test sessions, I conducted my full scale audit on our process as well as the sign-up process of adjacent online subscription services. My evaluation of our service turned up over 60 pain points (areas that needed improvement). I had my work cut out for me.
ONE PRODUCT, ONE PRICE
I did exploratory design work on 3 paths for upgrading our sign-up, but ultimately landed on a concept called “One Product, One Price”, which got the green light from our executive team and project stakeholders.
DRAMATIC REDUCTION IN CLICKS
With my proposed “optimized” flow for the concept, I was able to reduce form field engagement (which amounted to user “clicks” in this project) by over 50%—on average!
TWO STEPS TO FREEDOM
A big issue with our existing sign-up process is that it just had too many steps—and a lot of those steps were a bit confusing. Potential customers wouldn’t have the information that was on-hand, and while rounding it up the form would time out and they would lose all their progress. Talk about frustrating!
The new concept had them converting in two easy steps! They would create their account, which was simplified to two fields, then put in their payment information. Boom, done. They could handle the account setup steps afterwards, whenever was convenient for them.
A NEW WAY TO QUIT PORN
We tested the wireframe designs with 10 potential customers that expressed interest in Covenant Eyes, but hadn’t signed up yet. The testing showing significant improvement scores related to satisfaction, and dramatically decreased time on task and overall times—with an overall sign-up time reduction of over 40%. Also of note, customer confidence scores (a qualitative score of if the customer felt that had “completed sign-up correctly”) increased by nearly 70%.
IN CONCLUSION
The UX redesign of our sign-up process was a huge win for the business and our customers. The business saw a notable boost in converting customers, and we finally had a process that respected our customers time and spoke to them clearly and concisely, without requesting more information from them than was necessary.