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ChallengeThe registration flow for new partners had been optimized over time by different teams. This incremental optimization increased conversion, but resulted in inconsistencies in copy and design.
The first hypothesis was that these inconsistencies may add to the user perception that our registration is harder to complete than our competitors, even though we actually ask fewer questions. The second hypothesis was that these inconsistencies could actually make our registration harder to complete, as it added noise and removed clarity. SolutionTo solve these problems, I helped create a UX framework for messages – anything in addition to the flow's main content – within the flow.
This framework included IA, UI, and copy standards for each type of message. How I helped
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