Casability sought to enhance customer acquisition by designing a user-friendly sign-up flow for their roofing and home improvement services. The goal was to create a seamless experience that guided users through a series of questions to assess their needs, followed by a brief survey and an option to sign up for more information. A Casability customer service representative would then contact them to discuss their project further.
Recognizing the potential for user abandonment due to the information required, our primary objective was to minimize friction and create an effortless user journey, aiming for an abandonment rate below 50%.
UX/UI Designer
Figma
Wireframes
Prototype
Gathering the necessary information from potential customers during sign up presents a significant challenge. A lengthy and complex experience could deter potential customers and negatively impact conversion rates, hindering the successful launch of these new services.
We focused on homeowners new to the roof replacement experience. These individuals often feel overwhelmed by the complexity of the project and uncertain about how to find reliable contractors and make informed decisions.
We also analyzed data from A/B testing done on previous sign-up flows, we identified some key factors influencing user behavior:
To address the client's sign-up needs, I designed lo-fi wireframes, mapping the user journey and optimizing the number of screens for a intuitive experience. This involved incorporating progress bars for visual feedback, multiple-choice questions for data capture, and strategically placed autofill to minimize manual entry.
Following client review, I worked with developers to refine the prototype for A/B testing, adding an end-point icon to the progress bar design to provide clearer feedback to the user on their progress.
We launched the new website and sign-up flow for a few weeks to gather the initial data. The completion rate was at 52%, indicating a need for optimization. We analyzed the user data to pinpoint areas where users were exiting the flow.
Faced with user drop-off due to the length of the sign-up flow, we took a data-driven approach to simplify the process. We identified the most critical questions and streamlined the flow accordingly. To further improve the user experience, we added a percentage complete indicator to the progress bar. A/B testing was then conducted to validate the effectiveness of these changes in reducing abandonment and increasing conversion rates.
By implementing several key improvements, including a streamlined sign-up flow, autofill functionality, and clear progress indicators, we successfully achieved our target goal of an abandonment rate below 50%, reaching a rate of 46%. This streamlined experience resulted in a user-friendly and efficient sign-up process that effectively connects users with Casability customer service representatives.
