SERVICES
UX / UI
SECTOR
eCommerce
YEAR
2024
Register customers with minimal fuss.
OVERVIEW
Duplicate accounts made it difficult to track orders. With an uplift in complaints to Customer Support Distrelec needed to understand why and fix the problem.
THE CHALLENGE.
Simplify registration.
Minimise any friction and streamline the onboarding process to maximise the number of customers who complete registration.
Framing the issues
I conducted a thorough analysis of Hotjar session recordings to identify behaviour patterns. The findings clearly indicated significant issues with the country selector and email input, both of which were located towards the end of the form. As a result of unsuccessful email validation, users consistently abandoned the onboarding process.
THE DISCOVERY.
Experiencing pain points.
During the discovery phase, I conducted a quick, high-intensity review of the competitor landscape, collaborated with customer support to address pain points within the experience and initiated research into user needs and behaviours.
THE REQUIREMENTS.
Balancing expectations and KPIs
Synthesising research allowed me to focus on what users needed from the experience and how it should feel. I believed it was vital to provide the users with a great experience to help build customer retention. Thinking about emotional design early on helped Distrelec understand the importance of aesthetics and tone of voice to the experience.
Data-driven opportunities
As design lead, I liaised closely with the team to review user insight, which helped shape potential opportunities. We began by reviewing session recordings, conducting customer interviews, and generating surveys, which provided stakeholder insight and helped support potential next steps.
THE FRAMEWORK.
Validating opportunities.
Following my analysis of session recordings, I noticed users struggled with email validation, leading them to abandon the form. To tackle this issue, I generated lots of ideas, which focused on placing the email input field. I believe this change would enhance the user experience by helping users navigate from the onset of their journey and reducing existing frustrations. To test this hypothesis, I created a prototype and used Useberry to conduct participant tests.
THE LAUNCH.
A new onboarding experience.
The image below shows the improved onboarding experience, which will be launching in Q4 2024.
CAMPAIGN.
Launching a new Registration experience Q4 2024.
Distrelec will introduce its new onboarding experience across 6 regions in Q4 2024. The company is fully confident that the new onboarding process will deliver a seamless experience for all customers.
Register customers with minimal fuss.
Register customers with minimal fuss.
Register customers with minimal fuss.
SERVICES
UX / UI
SECTOR
eCommerce
YEAR
2024
OVERVIEW
Duplicate accounts made it difficult to track orders. With an uplift in complaints to Customer Support Distrelec needed to understand why and fix the problem.
THE CHALLENGE.
Simplify registration.
Simplify registration.
Minimise any friction and streamline the onboarding process to maximise the number of customers who complete registration.
Minimise any friction and streamline the onboarding process to maximise the number of customers who complete registration.
THE DISCOVERY.
Experiencing pain points.
Experiencing pain points.
During the discovery phase, I conducted a quick, high-intensity review of the competitor landscape, collaborated with customer support to address pain points within the experience and initiated research into user needs and behaviours.
During the discovery phase, I conducted a quick, high-intensity review of the competitor landscape, collaborated with customer support to address pain points within the experience and initiated research into user needs and behaviours.
Framing the issues
Framing the issues
I conducted a thorough analysis of Hotjar session recordings to identify behaviour patterns. The findings clearly indicated significant issues with the country selector and email input, both of which were located towards the end of the form. As a result of unsuccessful email validation, users consistently abandoned the onboarding process.
I conducted a thorough analysis of Hotjar session recordings to identify behaviour patterns. The findings clearly indicated significant issues with the country selector and email input, both of which were located towards the end of the form. As a result of unsuccessful email validation, users consistently abandoned the onboarding process.
THE REQUIREMENTS.
THE REQUIREMENTS.
Balancing expectations and KPIs
Balancing expectations and KPIs
Synthesising research allowed me to focus on what users needed from the experience and how it should feel. I believed it was vital to provide the users with a great experience to help build customer retention. Thinking about emotional design early on helped Distrelec understand the importance of aesthetics and tone of voice to the experience.
Synthesising research allowed me to focus on what users needed from the experience and how it should feel. I believed it was vital to provide the users with a great experience to help build customer retention. Thinking about emotional design early on helped Distrelec understand the importance of aesthetics and tone of voice to the experience.
Data-driven opportunities
Data-driven opportunities
As design lead, I liaised closely with the team to review user insight, which helped shape potential opportunities. We began by reviewing session recordings, conducting customer interviews, and generating surveys, which provided stakeholder insight and helped support potential next steps.
As design lead, I liaised closely with the team to review user insight, which helped shape potential opportunities. We began by reviewing session recordings, conducting customer interviews, and generating surveys, which provided stakeholder insight and helped support potential next steps.
THE FRAMEWORK.
THE FRAMEWORK.
Validating opportunities.
Validating opportunities.
Following my analysis of session recordings, I noticed users struggled with email validation, leading them to abandon the form. To tackle this issue, I generated lots of ideas, which focused on placing the email input field. I believe this change would enhance the user experience by helping users navigate from the onset of their journey and reducing existing frustrations. To test this hypothesis, I created a prototype and used Useberry to conduct participant tests.
Following my analysis of session recordings, I noticed users struggled with email validation, leading them to abandon the form. To tackle this issue, I generated lots of ideas, which focused on placing the email input field. I believe this change would enhance the user experience by helping users navigate from the onset of their journey and reducing existing frustrations. To test this hypothesis, I created a prototype and used Useberry to conduct participant tests.
THE LAUNCH.
THE LAUNCH.
A new onboarding experience.
A new onboarding experience.
The image below shows the improved onboarding experience, which will be launching in Q4 2024.
The image below shows the improved onboarding experience, which will be launching in Q4 2024.
THE IMPACT.
THE IMPACT.
Launching a new Registration experience Q4 2024.
Launching a new Registration experience Q4 2024.
Distrelec will introduce its new onboarding experience across 6 regions in Q4 2024. The company is fully confident that the new onboarding process will deliver a seamless experience for all customers.
Distrelec will introduce its new onboarding experience across 6 regions in Q4 2024. The company is fully confident that the new onboarding process will deliver a seamless experience for all customers.