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Client
Civitatis
year
2024
Services
RESEARCH & UX PRODUCT DESIGN
timeline
2 MONTHS
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Challenge
The current login and registration process on our platform lacks efficiency, leading to user friction and abandonment. Users seek a fast and seamless experience when logging in or signing up, without unnecessary steps or barriers. The challenge is to redesign this flow to be more intuitive, minimize obstacles, and encourage registrations, especially when users book an activity. Additionally, it is essential to communicate clear benefits for logging in, ensuring the process feels worthwhile for the user.
Goal
The goal is to increase the number of registered users by simplifying and streamlining the login and registration process. This includes making the login more visible throughout the site, reducing the steps required to complete the process, and highlighting the benefits of logging in. By ensuring a fast and effortless experience, we aim to improve user engagement and ultimately increase conversions. Tracking registration rates and user behavior will also be key to measuring the success of the redesign.
Solution
Based on prioritization workshops, user research, and a benchmark analysis of competitors, the solution focuses on a user-centered approach that prioritizes simplicity and visibility. The login will be always visible and accessible across the platform, ensuring users can easily log in or register without interruptions. The process will be split into minimal steps: entering an email will prompt the system to identify if the user is registered, streamlining the process for both new and returning users. Personalization, such as welcoming users by name and enabling biometric login for mobile, will enhance user satisfaction. A/B tests will be conducted to validate the placement of calls-to-action and measure the impact of simplified registration, ensuring the best-performing design maximizes conversions while reducing user friction.
