Overview
Overview
As part of our efforts to drive growth in transactions, we are planning to redesign the sign-up experience for our product. Last year, approximately only 20% of users were able to complete the whole sign-up process.
By identifying the problems that led to this result, we can address them and enhance the sign-up experience, leading to a higher rate of successful sign-ups. This, in turn, will result in more transactions and greater benefits for both new and future users of our product.
As part of our efforts to drive growth in transactions, we are planning to redesign the sign-up experience for our product. Last year, approximately only 20% of users were able to complete the whole sign-up process.
By identifying the problems that led to this result, we can address them and enhance the sign-up experience, leading to a higher rate of successful sign-ups. This, in turn, will result in more transactions and greater benefits for both new and future users of our product.
As part of our efforts to drive growth in transactions, we are planning to redesign the sign-up experience for our product. Last year, approximately only 20% of users were able to complete the whole sign-up process.
By identifying the problems that led to this result, we can address them and enhance the sign-up experience, leading to a higher rate of successful sign-ups. This, in turn, will result in more transactions and greater benefits for both new and future users of our product.
🤔
We know there's a significant percentage of sign-up failures. And we want to understand more about where and why they fail...
🤔
We know there's a significant percentage of sign-up failures. And we want to understand more about where and why they fail...
Research
Research
We analyze the data for the current sign-up flow over 6 months and calculate the conversion rate for each steps. During this analysis, we observe a significant drop-off on specific steps, suggesting that users are more likely to abandon the sign-up process at these steps.
We analyze the data for the current sign-up flow over 6 months and calculate the conversion rate for each steps. During this analysis, we observe a significant drop-off on specific steps, suggesting that users are more likely to abandon the sign-up process at these steps.
We analyze the data for the current sign-up flow over 6 months and calculate the conversion rate for each steps. During this analysis, we observe a significant drop-off on specific steps, suggesting that users are more likely to abandon the sign-up process at these steps.
Next, in order to understand the reasons, we conducted user interviews with total 8 users, which included who have never used our product, casual and professional users.
During these interviews, we revisited the current flow with the users to gain insights from their experiences and identify any potential pain points that may exist on each screen.
Next, in order to understand the reasons, we conducted user interviews with total 8 users, which included who have never used our product, casual and professional users.
During these interviews, we revisited the current flow with the users to gain insights from their experiences and identify any potential pain points that may exist on each screen.
Next, in order to understand the reasons, we conducted user interviews with total 8 users, which included who have never used our product, casual and professional users.
During these interviews, we revisited the current flow with the users to gain insights from their experiences and identify any potential pain points that may exist on each screen.
Some feedback from the users
「It’s a lot to do with selling phones, I’m getting a feeling I need to sell something, feels like a seller oriented app」
「Annoying, I have to keep skip skip, because I want to find my product.」
「I want to search for something, it’s been a long while since i click on `I want to browse」
「These are the popular choices.This is not adding any value to me, I’d rather browse myself and see」
and more...
Some feedbacks from the users
「It’s a lot to do with selling phones, I’m getting a feeling I need to sell something, feels like a seller oriented app」
「Annoying, I have to keep skip skip, because I want to find my product.」
「I want to search for something, it’s been a long while since i click on `I want to browse」
「These are the popular choices.This is not adding any value to me, I’d rather browse myself and see」
and more...
Some feedbacks from the users
「It’s a lot to do with selling phones, I’m getting a feeling I need to sell something, feels like a seller oriented app」
「Annoying, I have to keep skip skip, because I want to find my product.」
「I want to search for something, it’s been a long while since i click on `I want to browse」
「These are the popular choices.This is not adding any value to me, I’d rather browse myself and see」
and more...
Persona
Persona
After conducting interviews with 8 users, we have created 3 personas: buyers, casual sellers, and merchants.
By doing so, we can gain a better understanding of specific user pain points and develop solutions accordingly.
After conducting interviews with 8 users, we have created 3 personas: buyers, casual sellers, and merchants.
By doing so, we can gain a better understanding of specific user pain points and develop solutions accordingly.
After conducting interviews with 8 users, we have created 3 personas: buyers, casual sellers, and merchants.
By doing so, we can gain a better understanding of specific user pain points and develop solutions accordingly.
Problems
Problems
Following the research phase, we have identified the problems we aim to address in this project. This helps us maintain focus and steer our design direction accordingly.
Following the research phase, we have identified the problems we aim to address in this project. This helps us maintain focus and steer our design direction accordingly.
Following the research phase, we have identified the problems we aim to address in this project. This helps us maintain focus and steer our design direction accordingly.
The current flow requires too many steps to complete the task.
Some personalized settings may be difficult for users to navigate and understand and create wrong impression.
Certain screens are confusing and lack clarity.
The current flow requires too many steps to complete the task.
Some personalized settings may be difficult for users to navigate and understand and create wrong impression.
Certain screens are confusing and lack clarity.
Competitive analysis
Competitive analysis
Before diving into the design process, we conducted a competitive analysis. This allowed us to establish benchmarks that we could leverage throughout the design phase.
Before diving into the design process, we conducted a competitive analysis. This allowed us to establish benchmarks that we could leverage throughout the design phase.
Before diving into the design process, we conducted a competitive analysis. This allowed us to establish benchmarks that we could leverage throughout the design phase.
We learned that sign-up flow could be segmented into some steps:
1. User information (Email/Password/Mobile number, etc.)
2. Preferences
3. Permissions (Notification/Location/Link to contact)
We learned that sign-up flow could be segmented into some steps:
1. User information (Email/Password/Mobile number, etc.)
2. Preferences
3. Permissions (Notification/Location/Link to contact)
Design
Design
We decided to hold a workshop to ideate the solutions with the team, including Designer, Product Manager, and Researcher. The participants will be divided into 3 groups, each assigned a unique persona to guide their ideation process and brainstorming of ideas.
We decided to hold a workshop to ideate the solutions with the team, including Designer, Product Manager, and Researcher. The participants will be divided into 3 groups, each assigned a unique persona to guide their ideation process and brainstorming of ideas.
We decided to hold a workshop to ideate the solutions with the team, including Designer, Product Manager, and Researcher. The participants will be divided into 3 groups, each assigned a unique persona to guide their ideation process and brainstorming of ideas.
💡
How might we design a concise and quick sign-up flow that only asks necessary questions, allowing users to experience the product first.
💡
How might we design a concise and quick sign-up flow that only asks necessary questions, allowing users to experience the product first.
New flow
New flow
Based on the outcomes of the workshop, we decide to develop an intent steps where users can choose their primary objective when using Carousell, which are selling, buying, and merchant. We want to direct the users to the right place and help them achieve their goals in the app.
Based on the outcomes of the workshop, we decide to develop an intent steps where users can choose their primary objective when using Carousell, which are selling, buying, and merchant. We want to direct the users to the right place and help them achieve their goals in the app.
Based on the outcomes of the workshop, we decide to develop an intent steps where users can choose their primary objective when using Carousell, which are selling, buying, and merchant. We want to direct the users to the right place and help them achieve their goals in the app.
🚨
However, after workshop, We found that we are way behind schedule and other stakeholders are expect us to deliver on time...
🚨
However, after workshop, We found that we are way behind schedule and other stakeholders are expect us to deliver on time...
Therefore, we have made the decision to release this revamping in multiple phases, taking into account constraints with our development resources and project timeline.
Following thorough discussions and revisit the research insights, our focus in the first phase will be to let users to effortlessly create an account and quickly begin their exploration of the app.
Therefore, we have made the decision to release this revamping in multiple phases, taking into account constraints with our development resources and project timeline.
Following thorough discussions and revisit the research insights, our focus in the first phase will be to let users to effortlessly create an account and quickly begin their exploration of the app.
Therefore, we have made the decision to release this revamping in multiple phases, taking into account constraints with our development resources and project timeline.
Following thorough discussions and revisit the research insights, our focus in the first phase will be to let users to effortlessly create an account and quickly begin their exploration of the app.
Wireframe flow
Wireframe flow
To accomplish this, we adjust and refine the design by incorporating benchmarked practices and updating new design patterns. We are removing confusing and irrelevant screens as well, fostering a more intuitive and engaging user experience.
To accomplish this, we adjust and refine the design by incorporating benchmarked practices and updating new design patterns. We are removing confusing and irrelevant screens as well, fostering a more intuitive and engaging user experience.
To accomplish this, we adjust and refine the design by incorporating benchmarked practices and updating new design patterns. We are removing confusing and irrelevant screens as well, fostering a more intuitive and engaging user experience.
Final design
Final design
Finally, we delivered the final design and handed it over for development. Our focus was ensuring that users only need to input necessary information before directly experiencing the product.
Finally, we delivered the final design and handed it over for development. Our focus was ensuring that users only need to input necessary information before directly experiencing the product.
Finally, we delivered the final design and handed it over for development. Our focus was ensuring that users only need to input necessary information before directly experiencing the product.
We streamlined the flow by removing confusing screens, improving UI elements with components from new design system.
For personalization, we simplified by asking only for gender and age to automatically tailored the recommendation items. Users don't have to manually select their preferrence.
Overall, Our focus was to allow users to effectively create an account and explore the app first.
We streamlined the flow by removing confusing screens, improving UI elements with components from new design system.
For personalization, we simplified by asking only for gender and age to automatically tailored the recommendation items. Users don't have to manually select their preferrence.
Overall, Our focus was to allow users to effectively create an account and explore the app first.
We streamlined the flow by removing confusing screens, improving UI elements with components from new design system.
For personalization, we simplified by asking only for gender and age to automatically tailored the recommendation items. Users don't have to manually select their preferrence.
Overall, Our focus was to allow users to effectively create an account and explore the app first.
Web design
Web design
In addition to the app design, we have extended the new sign-up flow to the website as well, so as to ensure a consistent experience across all platforms.
In addition to the app design, we have extended the new sign-up flow to the website as well, so as to ensure a consistent experience across all platforms.
In addition to the app design, we have extended the new sign-up flow to the website as well, so as to ensure a consistent experience across all platforms.
Results
Results
After releasing the new sign-up flow, we measured its success metrics and found that it had successfully improved the user experience.
After releasing the new sign-up flow, we measured its success metrics and found that it had successfully improved the user experience.
After releasing the new sign-up flow, we measured its success metrics and found that it had successfully improved the user experience.
22%
22%
22%
Increasing completion of sign-up flow
Increasing completion of sign-up flow
Increasing completion of sign-up flow
13%
13%
13%
Increase in the growth of new users
Increase in the growth of new users
Increase in the growth of new users
🔅
The journey never ends, there are more to come. We are ensuring that users who choose to embark on this journey with us will have a truly delightful experience.
🔅
The journey never ends, there are more to come. We are ensuring that users who choose to embark on this journey with us will have a truly delightful experience.
🔅
The journey never ends, there are more to come. We are ensuring that users who choose to embark on this journey with us will have a truly delightful experience.
Reflection
Reflection
I learned that sometimes it's necessary to prioritize and make trade-offs between project timelines and available resources when designing features. There's no such thing as a perfect or one-size-fits-all design. For example, we originally intended to provide different registration flows for different user groups. However, this would have required too many resources and would have competed with other ongoing projects. Therefore, we decided to phase it out.
Moreover, effective communication is crucial in design. It's important to understand the reasoning behind the design decisions and to communicate with the product manager and engineers to come up with the most feasible solution.
In addition, understanding the users' voices is critical. When necessary, we should conduct user interviews because the users are the ones who actually use the product, not the designers, engineers, or product managers. Our job is to advocate for the users while also considering the company's business needs.
I learned that sometimes it's necessary to prioritize and make trade-offs between project timelines and available resources when designing features. There's no such thing as a perfect or one-size-fits-all design. For example, we originally intended to provide different registration flows for different user groups. However, this would have required too many resources and would have competed with other ongoing projects. Therefore, we decided to phase it out.
Moreover, effective communication is crucial in design. It's important to understand the reasoning behind the design decisions and to communicate with the product manager and engineers to come up with the most feasible solution.
In addition, understanding the users' voices is critical. When necessary, we should conduct user interviews because the users are the ones who actually use the product, not the designers, engineers, or product managers. Our job is to advocate for the users while also considering the company's business needs.
I learned that sometimes it's necessary to prioritize and make trade-offs between project timelines and available resources when designing features. There's no such thing as a perfect or one-size-fits-all design. For example, we originally intended to provide different registration flows for different user groups. However, this would have required too many resources and would have competed with other ongoing projects. Therefore, we decided to phase it out.
Moreover, effective communication is crucial in design. It's important to understand the reasoning behind the design decisions and to communicate with the product manager and engineers to come up with the most feasible solution.
In addition, understanding the users' voices is critical. When necessary, we should conduct user interviews because the users are the ones who actually use the product, not the designers, engineers, or product managers. Our job is to advocate for the users while also considering the company's business needs.
Chang Yu, a product designer working in a cross-cultural environment, always eager to learn new thing and love to talk with people and explore the world 🌍
Email:
ryanchyy@gmail.com
All Rights Reserved, Copyright © 2024 by Chang Yu.
Made with love and Four Season Teas (30% sugar, less ice).
Chang Yu, a product designer working in a cross-cultural environment, always eager to learn new thing and love to talk with people and explore the world 🌍
Email:
ryanchyy@gmail.com
All Rights Reserved, Copyright © 2024 by Chang Yu.
Made with love and Four Season Teas (30% sugar, less ice).
Chang Yu, a product designer working in a cross-cultural environment, always eager to learn new thing and love to talk with people and explore the world 🌍
Email:
ryanchyy@gmail.com
All Rights Reserved, Copyright © 2024 by Chang Yu.
Made with love and Four Season Teas (30% sugar, less ice).
Sign-up flow revamping
Sign-up flow revamping
A Journey from confusion to clarity
A Journey from confusion to clarity
Timeline
Timeline
Timeline
2022.07 - 2022.10
Responsibility
Responsibility
Responsibility
web & app design
Company
Company
Company
Carousell
