The sign-up flow is the initial encounter that a user has once they want to be a member of Sightbox.

We believed clarifying and reducing friction in the sign-up process would result in an increased conversion rate. Research would reveal the pain points and thoughtful designing would result in a new and improved sign-up flow.

Internal agents are spending too much time on questions from confused users going through the sign up flow. There is too much friction in the current sign up process, reducing the amount of successful conversions.

This project was a paired design effort between myself and the Lead Product Designer. My role included research and design.

Decrease user confusion thereby reducing the amount of time cx agents had to answer calls on the topic of offering.

Only 2% of visitors to Step 2 click on the terms of service, which explains that this is a membership with 12 required payments

No order summary, multiple users expressed uncertainty without a final check/receipt for the purchase.

In addition, users couldn't add a billing address with their cc info, this caused some pause with user's sense of trust

Added clarity to the navigation by changing step names to indicate subject of step vs. step #.

Embellish the steps with helpful microcopy that would help ease and guide the user on their journey.

Make second plan option prominent for users to know the plan options.

Consolidate values/benefits information.

Added clarity to the form by organizing by field category.

Included error states for extra validation of correct addresses.

Have member re-confirm their agreement to the terms of service, specifically highlighting auto-payment.

Creating the order summary was a paired design effort. We played around with the idea of a digital receipt, and made sure to set the user up for success with clearly displayed information, reinforcing exactly what they were paying for.

Additional technical requirements around validation arose in the design phase which allowed us to add in billing address.

To satisfy the requirement to ease confusion of the subscription agreement, we added an "I agree" checkbox with some definitive copy repeating the agreed terms of service.

Due to Sightbox's closure we only had one months worth of data after the sign up flow redesign. 

In that time here's what we found:

Conversion rate uptick in 1 month 20%

CX agents had fewer Zendesk tickets regarding product offering clarification (friction reduced)

Made experience WCAG compliant!

Aligned style with evolved brand look and feel

Redesigning the sign-up flow tested positively with users when completed and helped uptick in conversions. However, retention was a bigger issue for the business than sign-ups and this project helped reveal the need to prioritize areas of the entire lifecycle beyond conversion.

Without the bandwidth to run external user testing, we improvised with our internal users (specifically new-hires) to get feedback early and often on design decisions for each step.

With frequent check in's apart of the process to keep teams in the loop, sometimes feedback would appear in multiple places. Streamlining the feedback process would have sped up our timeline significantly.