user registration enhancements
April 2024 - August 2024
4 Month Duration
4 Month Duration
Tools: Miro, Qualtrics, Micrsoft Excel, Figma, Figjam
the objective:
OLG users often perceive the registration process as lengthy, unreliable, and cumbersome. Although OLG’s digital platforms serve over one million users, there is a need for new features to streamline registration, enhance user trust, and attract new users.
Ultimate Design Challenge: How might we improve user registration to limit abandonment and encourage new user’s to sign up?
my role:
I created this registration flow solution as a result of analyzing user data, crafting various personas and journey maps that explore the user registration process, and collecting feedback and data from the UX team. This ultimately identified both pain points and successes that users experience, highlighting how we can improve and optimize the registration process.
Data Analyzation | Design Thinking | Ideation | UI/Product Design
the team:
Maddie Clark - Product Designer (me)
Kaori Igusa - Sr. Product Designer
Genevieve Co - UX Director
Ageesa Pareek - UX Researcher
Courtney Orrell - Product Owner
Kaori Igusa - Sr. Product Designer
Genevieve Co - UX Director
Ageesa Pareek - UX Researcher
Courtney Orrell - Product Owner
design process:
primary pain points extracted from qualtrics data:
- Registration indicates there is already an existing user account
- Location services are inaccurate
- Requires large loads of sensitive information which users’ are hesitant to share
- Registration completion time is too lengthy
design audit of current registration flow:
Data and research obtained from Customer Care team
Data and research obtained from Customer Care team
persona + user journey maps
To better understand the user data through Qualtrics, and insights from the CX Research/Statregy Team, I was asked to create a persona that encapsulates one of our target demographics. Following this, I utilized this persona to create journey maps to document the current registration user experience.
Selected Persona - Representing 65+ Demographic
Original User Journey Map
Revised User Journey Map
high-fi desktop mockups - version one
This is my initial high-fidelity iteration that encompasses targeted modifications aimed at navigating the primary issues that the current registration flow presents.
This is my initial high-fidelity iteration that encompasses targeted modifications aimed at navigating the primary issues that the current registration flow presents.
- Changed progress bar to provide clarity of steps
- Condensed overall screen lengths, information fields and made password requirements hidden to reduce cognitive load
- Removed MFA and made security question optional to ease user frustration and reduce time completion
- Added an FAQ link for user support and resources during registration so user’s have simple access to help
- Removed the promo offers section as this may be overwhelming for users. Instead, consider creating a pop-up offer that appears when users are authenticated.
- Condensed text fields to include full documentation of information
- Added privacy and cookie policy so users can entrust OLG with data
ux team feedback
I presented my first registration enhancements iteration to the UX team, where I was able to gather various insights and receive constructive feedback to help further iterate and improve the registration flow.
primary feedback:
- New business demands no longer require certain information fields
- Consider accessibility requirements and how it impacts the design
- Provide more clarification and context for users
- Placement of the “Play Smart” logo may be misleading and cause confusion
- Consider revising the “Promo Preference” screen according to insights
key design decision:
While the UX team provided versatile suggestions and insights, I firmly believed that ensuring the registration flow is accessible and user-friendly is non-negotiable. This included prioritizing inclusivity within the design, ensuring that it is intuitive and considering users’ who utilize assistive technologies.
high-fi mobile mockups -
version two
This is my final iteration of the registration enhancements, incorporating feedback from the UX team to deliver an efficient, accessible, and user-friendly experience.
This is my final iteration of the registration enhancements, incorporating feedback from the UX team to deliver an efficient, accessible, and user-friendly experience.
- Reduced overall registration completion time by eliminating the “Promo preference” step within the process
- Made password requirements visible for accessibility purposes
- Removed additional security option and phone number field as these are not user-friendly practicies
- Included “legal” copy for clarification on information input to minimize user error
- Included placeholder text for D.O.B format for context and minimize user input error
- Added Terms and Conditions to this screen to condense the flow and remove “Promo preference” screen
- Removed Play Smart logo to reduce misconception and false advertising
design rationale:
This condensed registration flow ensures transparency and accessibility to all users throughout the process. The experience of this registration flow will ultimately increase user engagement, limit registration abandonment, and create a comfortable and safe digital environment to users of all ages and demographics.
learning outcomes:
- User-centered design principles: Understand how design choices can impact user preferences, leading to more user-centric solutions
- Use of tools and design platforms: Gained practical experience with Figma, Figjam and Qualtrics
- Iterative design process: Honed in on the value of iterative design and the importance of making continuous enhancements based on feedback and research
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