Sightbox Product
Member Sign Up Flow
The sign-up flow is the initial encounter that a user has once they want to be a member of Sightbox.
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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.
Define
Problem
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.
Define
My Role
This project was a paired design effort between myself and the Lead Product Designer. My role included research and design.
Key Contributors
Engineers, PMs, Marketing Team
Primary
01.
Reduce friction and increase and rate of new sign-ups.
Define
Goals
02.
Decrease user confusion thereby reducing the amount of time cx agents had to answer calls on the topic of offering.
03.
Satisfy user expectations about order summary.
Secondary
01.
Modernize the UI with accessible colors and fonts.
02.
Align style with evolved brand look and feel.
Process
Define
Discover
Design
Deliver
Discover
User Research
Methodology
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Log data from google analytics on user interactions/ drop-off rates.
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Call center logs of user feedback/questions
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Behavioral observation
Step 1
Pick Your Plan
Findings
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Second plan option not obvious
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Values/benefits below the fold
- Inconsistent display of plans from the marketing site
Step 2
Basic Member Info
Findings​
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No error handling for an incorrectly filled out form, CX agents would have to manually correct entries
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Only 2% of visitors to Step 2 click on the terms of service, which explains that this is a membership with 12 required payments
Step 3
Billing Info & Complete Sign Up
Findings
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No order summary, multiple users expressed uncertainty without a final check/receipt for the purchase.
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In addition, users couldn't add a billing address with their cc info, this caused some pause with user's sense of trust
Discover
Heuristics
Assessment
See a detailed report HERE
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Referencing the 10 Usability Heuristics for User Interface Design, I assessed the areas of the sign up flow that violated a usability heuristic.
Process
Define
Discover
Design
Deliver
User Flow
Design
I started with an updated user flow to get a high level view of the user journey.
Design
Wireframes
I sketched out and updated user flow/wireframe implementing changes from the research findings.
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Step 1: Include the second plan to be more prominent for selection.
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Step 2 : Reduce friction by including error state & and reorganizing form information.
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Step 3: Include order summary reciept section for clarity on purchase.
Design
Prototypes
Step 1
Pick Your Plan
1
Added clarity to the navigation by changing step names to indicate subject of step vs. step #.
2
Embellish the steps with helpful microcopy that would help ease and guide the user on their journey.
3
Make second plan option prominent for users to know the plan options.
4
Consolidate values/benefits information
4
3
2
1
1
2
3
Step 2
Basic Member Info
1
Added clarity to the form by organizing by field category.
2
Included error states for extra validation of correct addresses.
3
Have member re-confirm their agreement to the terms of service, specifically highlighting auto-payment.
Step 3
Billing Info & Complete Sign Up
1
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.
2
Additional technical requirements around validation arose in the design phase which allowed us to add in billing address.
3
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.
2
1
3
Process
Define
Discover
Deliver
Primary
Deliver
Outcome
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.
01.
Conversion rate uptick in 1 month 20%
02.
CX agents had fewer Zendesk tickets regarding product offering clarification (friction reduced)
Secondary
01.
Made experience WCAG compliant!
02.
Aligned style with evolved brand look and feel
Debrief
Learnings
See the Bigger Picture
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.
Test often
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.
Areas of improvement
Improve feedback loop for stakeholders
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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.
Design System
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Assessment of impact in design system changes throughout brand touchpoints.