New Customer Registration

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CHALLENGE

New customer registration on this gated discount marketplace platform was not matching up with corporate goals or with customer expectations. The goal was simple: increase the number of registered customers on the platform which will, in turn, drive revenue.

OBSTACLES

With acceptance/reg complete numbers at 17.2%, I led my team through the initial phase of Research where we adopted the approach of Analyze and Empathize with the goal of identifying friction points across the user journey. I created a specific blend of Qualitative and Quantitative research methods that would help us un-pack the Customer Mindset and develop Hypothesis around problem/solution sets. For Quantitative data we looked at MouseFlow, Qualtrics and Adobe Analytics for inside/outside customer pathing and feedback. For Quantitative data we used Task Analysis, User Journey Map, Proto-Personas, Guerrilla User Research, Heuristic Evaluation and Comparative Assessment.

SOLUTION

What all the data told us was that the legacy Registration process was frustrating and confusing to new Customers. We re-mapped the language, we removed unnecessary form fields, we adapted quickly to what our customers wanted.

By analyzing and synthesizing all of our data and observations, we quickly developed hypothesis around solutions and moved to designing quick prototypes that we could then move into a test-optimize-refine cycle. Applying user testing throughout allowed us validate our path to user acceptance.

The smallest part of the project had the most impact, though. Through heatmaps and user user interviews we were able to identify this anomaly. A tool-tip in the wrong spot auto-launched a small modal on mouse-over which created such confusion that people would flood the Call Center with questions. We changed the functionality and position of the tool-tip and it reduced an enormous amount of friction.

The bottom line is that when the re-designed version of the Registration launched, the acceptance/reg complete number rose to from 17.2% to 65% and the percentage of complaints to the call center was greatly reduced.