GreatSchools wanted to expand the number of registered users. The old sign-up flow suffered from a disjointed experience across the platform, featuring inconsistent forms, broken flow and incomplete implementation of usable functions. We decided to update the sign-up flow to increase conversion, simplify implementation, and gather more information about GreatSchools' user base.
My Role - Director Product Design
Lorry Henderson- Elliot Beuboin
Mitch Seltzer - Lead Web Engineer
Increase Registered Users
Our team decided to target increasing user registration. We wanted to add more depth to our product instead of being a one stop shop for school information.
Gather information about users
Our org strategy involved gathering essential information about who are users are and why they come to the site. We needed to gather information with out adding friction to creating an account.
UX Audit
This process revealed that the sign-up forms appeared differently across the site, and some flows were missing important aspects, like confirmation screens.
Analytics
Through Mixpanel we realized we had a drop off problem on our registration. Users going down our email registration flow had only a 20% success rate.
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1. Provided users a sign-up screen and limited the amount of information needed to create an account.
2. Email input detects if user is already registered or a new users.
3. Transitioned to pop-ups so user can stay oriented to their original location
4. Add gmail social authentication.
5. Optional questions for users to add personal information to their account.
6. After finishing the sign up flow a progress bar appears around the users avatar to encourage users to finish adding information to their profile.
Updated colors and typography
We wanted the sign up to have a modern feel to be consistent with our brand identity.
Give social authentication priority
In the design hierarchy, we encouraged users down the path with the least friction.
Copy clean up
Each flow got its own copy to emphasize the actions in that flow.
49% Increase in Registered Accounts
Controlling for traffic increase we saw an increase in account registration from the year before launch compared to the year after launch.
56% of Users Register with Google Authentication
Goole authentication now represents the majority way that users register accounts
16.5% of Accounts Add Additional Information.
This provides essential information of who are users are to inform our UX strategy.
