0/ Summary
This case study covers improving user sign up flow. The designs are still in use and can be seen here.
PROCESS
- Creating a fully detailed customer journey map
- Wireframing
- Prototyping
- Setting up user flow tracking
- Creating Google Analytics dashboards with relevant information for stakeholders
- Designing UI
- Implementing designs on the website
DELIVERABLES
- Design iterations
- Customer journey map
- UI designs
- Dynamic Google Analytics dashboards for stakeholders
OUTCOMES
New customer drop off during the sign up flow went from a whopping 74% to 40% in the course of 3 months after implementing new designs and customer journey. 40% drop off is still not ideal, but there are many steps in the customer journey that can contribute to that. Newly created customer journey map will help pinpoint and tackle the drop off issue further in the future.
Dynamic dashboards with all information about website traffic and user behaviour are still in use and a valuable asset for internal communication.
1/ Understanding the problem
THE BRIEF
I was informed by product managers that there is a big percentage of new users who do not fully go through with the sign up and drop off mid-way. Digging deeper into the issue we found out it had been a problem for a while, but not looked into.
After a meeting with the product manager and the development team it was clear that due to some restrictions and the urgency of the task something needs to be implemented on the marketing site to tackle the issue.
2/ The process
CUSTOMER JOURNEY MAPPING
As the first steps I wanted to fully understand the current customer journey from finding out about the product to successful sign up. For that I created a customer journey map together with customer success team, product managers, support team and others. It took a team effort to put every step on the map, but it was very helpful as it uncovered many issues such as paradoxes of choice, dead ends etc. After that we created an improved customer journey map that everyone agreed on.
WEBSITE CHANGES
Looking into the customer journey and how many steps it takes to sign up I created a how-to guide with clear instructions what to follow.
DASHBOARDS
Understanding that there have been a lot of miscommunication and lack of information I decided to create a dashboard for internal use that would help to eliminate this issue.
TESTING THE NEW DESIGN
As the issue with sign up flow drop off had been there for a long time and lost in miscommunication it was important to go live with a better flow as soon as possible. Due to that only quick usability test sessions were done in house and the designs pushed live after some minor iterations.
To test the new flows and designs further I set up user flow tracking in Google Analytics for all stakeholders to see on the dashboard. That way it was transparent for everyone also in the future.
3/ Solution
CUSTOMER JOURNEY MAP
The updated customer journey map is a valuable asset for the whole team to find common language and help eliminate miscommunication in the future.
Details of the customer journey map are vague to protect the client’s sensitive information.
UI CHANGES
Due to restrictions on the software side it was decided to add sign up instructions to the marketing website, which will be the first touchpoint for a new customer. This way the customer will be informed beforehand what needs to be done to get the software up and running, thus eliminating confusion during the sign up proccess.
DYNAMIC DASHBOARD
Dashboards was created to make it easier for stakeholders around the world to access necessary information whenever there is a need.
Details of the dashboard are vague to protect the client’s sensitive information.
4/ Outcomes
New customer drop off during the sign up flow went from a whopping 74% to 40% in the course of 3 months after implementing new designs and customer journey. 40% drop off is still not ideal, but there are many steps in the customer journey that can contribute to that. Newly created customer journey map will help to pinpoint and tackle the drop off issue further in the future.
Dynamic dashboards with all information about website traffic and user behaviour are still in use and a valuable asset for all stakeholders around the world.
