
Overview
Improving user comprehension and conversion through a meaningful onboarding process for the Trading company ThinkMarkets.
Easy to create an account in 2 clicks, but what about complex onboarding?
Any users will be in a situation where they will have to create an account to register to a service and access to a product. Easy and undemanding process are the norm.
But what about a complex onboarding process? For financial technology regulations and requirements could be overwhelming and demanding. Especially for worldwide companies.
Challenge
With 12 different steps in the onboarding process, creating an account to access Trading products could be challenging and overwhelming for the users. The numbers of drop applications being high, everything indicates that optimization is necessary to help users be guided and helped during all the way of the registration.
My role
In 2021 I was tasked with the rest of the UI/UX with taking what we learned from our onboarding flow data, to improve the user journey through a more guided, thoughtful, and comprehensive account creation. I was one of the designers documenting patterns, controls, and best practices.
What I did
– Design system
– Product vision
– Wireframing and prototyping
– Documenting best practices
– Interface designs
– Handling design/dev handoff
Team
– Gilius Blinstrubas (UI/UX Designer)
– Vera Huang (UI/UX Designer)
– Michela Emmerich (UI/UX Designer)
Duration
Summer 2021 (2 months)
User research and design process
Research
Context study
User pain points
Competitive analysis
Ideation
Design principles
Journey map UX Flow
Design
LoFi wireframes
HiFi wireframes
Interactive prototypes
Feedback
Designer critiques
Stakeholder reviews
User testing
Updates and handoff
Design iterations
Copywriting adjustments
Assets preparation for Dev team
Research
Inspired by competitors, driven by users
We conducted a visual and structural competitive analysis to understand our competitor’s flow, designs, and solutions.
It includes 6 direct or indirect competitors, through mobile and desktop onboarding flows.
After the definition of our user’s pain points we were able to define core problems and aim to solve them:
– Better definition of the onboarding steps
– New information flow structure
– Redefinition of requests per screen
– New prioritization of physical requests (ID photographies)
#1
Clear interface
A better definition of the information, colors, fonts, making the interface inviting and supportive.
#2
Redefinition of the journey
A clearer definition of the onboarding steps, and a more consistent and better repartition of the information requested.
Ideation
Being focused on the journey and the design
Speed
Keeping paths and visual designs light weight and simple.
Built trust through clarity
Designing consistent, approachable, and secure experiences.
User-centered
Design with the user, for the user.
Mobile first
Making experience scalable and consistent across multiple devices.
Old user onboarding flow.
Complexe interactions, user journey and rules.
Simplification of the new journey, with better optimization of the requests and information.
Design
Being focus on the journey and the design
Mapping interaction flows, and making things come to life
One of the biggest challenges and tasks was taking all of our supported onboarding paths, from multiple regions around the world and mapping them to our new logic and design in a way that made sense.
With different scenarios of validations, we kept the user journey as simple as possible, but most mostly focused on one task at the time:
– Trading choice (related to the country of residence)
– Personal information
– Contact
– Platforms selection
– Financial details
– Experience
– Email verification (when auto ReCaptcha does not validate)
Behind the scene
Testing, feedback and conclusion
I had the privilege to work with amazing researchers and stakeholders, to understand during all processes the business, legal, and development needs.
After positive feedback and minor readjustments, we were able to launch the new onboarding flow worldwide, impacting users all around the globe.
During our desire to draw a clear path for the user, we added 2 more steps to the flow to differentiate the information and make the experience clearer and comprehensive.
Two weeks later, the number confirmed the success of the new flow and the increase of simplicity and efficiency, by increasing by +17% the amount of account creation.
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