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Objective
Improve the current signup process to be seamless for all users.
If users face points of confusion or delay while signing up for Markit, they might abandon the process before even using the product. My goal was to identify existing pain points in the signup flow and design changes to prevent future users from getting stuck or confused while trying to make an account.
Testing Plan
I used moderated & explorative tests to uncover deeper pain points.
Due to time constraints, I was only able to recruit 6 participants for each test, meaning that my quantitative data would not be as strong. Therefore, I decided to focus on collecting qualitative data through an interview-style research approach. After every step of the sign-up process, I would ask follow-up questions about a choice the participant made and if they faced any uncertainties during the process.
The Signup Flow
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Select “signup”
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Signup with phone number or email
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Verify phone number
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Set up user profile
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Summary/review screen
Follow-Up Questions
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Why did you choose to continue with your phone/email? What do you think about having 2 distinct account types?
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Any questions or concerns about the profile setup process?
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How would you rate your overall experience with the signup process? What would make it easier to navigate?
Primary Feedback
The difference between phone and email based accounts was confusing for many users.
Phone-based accounts were meant for individuals (usually event attendees), while email-based accounts were meant for businesses (usually the event hosts) where multiple employees may be using the same Markit account. It is necessary for attendees to signup with their phones so that they can receive texts from hosts. However, this distinction is not immediately clear for those new to Markit and its features.
I also noted some other potential changes below:
Design Solution
Clarify language to better distinguish the 2 account types.
After I identified this issue, Markit’s Head of Product immediately implemented my design suggestions into the app. Now, users must choose whether they are an event organizer or only an attender -- this will then lead them to sign up with either an email or phone based account.
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