OVERVIEW

Design Sign-up flow.

The goal of this project was to find and limit the right number of steps by collecting both the user's information and his choice of plan, free or paid, consistent with his needs.

ROLE

Product Designer
Product Strategy, User Research, Interaction, Visual design, Prototyping & Testing, Pitching

2022

PROBLEM STATEMENT

Before this project, platform access was provided only for clients and our content creators. In the first case a user account was created directly from BOOM for clients by giving them access in the platform, while for content creators there was a selection process at the end of which an onbording gave access to another platform.
Designing a sign-up flow, mobile and desk, took into consideration many points summarized as:

- What information to collect to maintain the same existing information architecture
- How many steps are useful in gathering all the information needed to register a b2b user
- What legal aspects to include and at what points without creating friction in the flow
- User personas (Client B2B, but also content creator)
- Identify friction points in the flow
- A/B testing to figure out the best UX to reduce customer churn

And next:
- Understand what roles these users would fill
- Understanding which parts of the client platform they would not see and which they would

GOAL

Design a B2B Saas sign-up flow that would include company  information, plan selection, contract terms and check out

Reduce the possibility of churn with clear information and numbered steps

Introduce mobile and tablet optimization

Add sign up with google

APPROACH

Study the sign-up flows of competitor saas companies to understand their friction points in the flow. Apply an inclusive and cognitively clear approach to indicate steps, actions, and information.

RESEARCH METHOD

PROTOTYPING AND DEVELOPMENT

I created a hi-fi clickable prototype in Figma to dialogue with our tech team and provide usability insights. We released two versions, the first one simpler without check out and sign up with google, the second one complete with all the final features. Between the first MVP and the second we did an A/B test with two different UXs on the number of steps to see if the initial churn data improved.

RESPONSIVE DESIGN

The whole flow was also designed for smartphones and tablets.

LEARNING

The legal aspect and conversations with legal to cover the terms and conditions and privacy policy part also weighed heavily in the design of the steps. Although it may seem like a flow we encounter every day the friction points are many. The only way to understand them is to spend a lot of time in user recording sessions to understand how cognitive psychology also changes across different cultural traditions.