QuantumDigital Account Sign Up Redesign

Overview

QuantumDigital helps businesses and marketing professionals target their marketing and reach customers through direct mail marketing, printing and mailing services, and on-demand printing services. The primary customers for the company are real estate agents and real estate brokers. When one of these types of customers signs up for a QuantumDigital account, they do so through a landing page on our website or through one of our channel partners.

The signup process for a QuantumDigital account had an outdated and unresponsive UI and the user experience was confusing. We needed a signup process that looked more in line with the newly designed UI for our main product lines. We wanted users to be excited about creating an account with us because they are ready to start using our products.

Tools used: Figma (design + prototype), sketch paper, Asana.

Team, Roles & Responsibilities: I was the only Product Designer on the project team. My responsibilities included user research, outlining the user flows, high fidelity designs, interactive prototypes, facilitating user testing sessions in collaboration with my product manager, iterating designs, and providing documentation for the development team. The rest of the team included one developer, one product manager, and a few team members from customer service.

Timeline and launch: The design for this project was delivered in January of 2019 and took about a month to complete. The development started in February and the new account process launched at the end of April.

mobile screens

Problem

The account sign up UI was very outdated, the user experience was confusing, and users were dropping off in the account sign up process. We had no way of tracking those users that were dropping off so that we could follow up with them.

The technology stack we were using was outdated and not in line with the tech we were using on our products. The sign up forms were long with unnecessary fields. We were matching real estate agents with their companies through their addresses, and we wanted to update this to a phone number matching system to make it easier on us and the agent.

How might we make the signup process less intimidating and user friendly with a more delightful UI in order to increase conversions? 

Solution

Redesign the experience to be responsive to all viewports, update the UI, and reduce the number of fields required for a user to sign up in order to increase sign up conversions. The process for an account signup with QuantumDigital should be quick and easy for our customers. We would also update the tech stack to be in line with our other products, while finding a way to track conversions and where customers were falling off in the process.


Scope

The scope of this project included 7 new features, which was enough to take a few months to complete in between other projects we had going on. Often times we have multiple projects going on at once and have to balance efficiently between them. We started the project at the beginning of the year and planned to launch by Spring.

Constraints

We wanted to pass in information from our SSO partners for prefilling parts of the form. But, we ran into some limitations around this based on integrations we have built out with our channel partners.

Another constraint we were facing was that the company look up through the phone number or address is real estate centric. Right now on our main website the only way to sign up for an account is if you enter through our real estate page. Long term we would like to open this up more to non-real estate users and we have to think about this as we design the new user experience.

Some other things to consider: 1) Customers cannot change the company they are associated with after signup – they have to call support to change that. 2) Customers might accidentally choose the wrong company during signup and then have to call support to fix it. 


The Process

Research

The research for this project began with a deep dive into the current UI for account sign ups. This also involved some work sessions with my developer to understand how the account sign up process worked on the back end. After that, I was able to research UX best practices for account sign ups. 

User Stories & Feature Planning

When writing the user stories and tasks for this project, we started by outlining the features we wanted to implement:

  • Ability to pre-fill certain account information based on matching the customer with their company based on their front office phone number.
  • Implement a way to track the email addresses in a temporary database of users who drop off during signup.
  • Track where users are falling off during sign up with analytics tracking.
  • Require less information up front when signing up for an account. Less form fields to allow for a quick and easy signup.
  • Have the user complete their profile with necessary information after an account has been created. 
  • Automatically set the user’s return address to their company address to reduce the amount of fields during sign up, but prompt them to change it if they wish to in their user profile section after their account has been created.
  • Clean up the look and feel by using components from our new design system, incorporating simple animations and more playful illustrations.

User Flows

Before beginning the design process I created the different user flows I needed to design for. Because there were several different scenarios a user could be put in throughout the sign up process this was very important to ensure we didn’t miss anything. 

user flow - qd account sign up

Design + Prototyping

Once all the research & planning was done and the user flows were outlined, I was able to start sketching out some initial designs for this project. Once I had an idea of the layout of each step, I began designing in Figma. I needed to design the two steps the user would go through and ALL possible iterations of step 2. I also had to design and write the content for the error messaging states. 

User Testing (Internal)

Once the designs were in a good place we ran through some user testing sessions internally with marketing, IT, and customer service. From here, we made a few design iterations before sending them off for development. 

Development

The development was fairly smooth for this project. I was able to collaborate closely with Jason and we worked in Figma together communicating through comments. We also had tasks outlined in Asana with documentation as well. 

Outcomes & Lessons

We hope the outcome for this project increases account sign ups and decreases the amount of drop offs during the process. We plan to collect the name and emails of the people who drop off after step 1 so that we can follow up with them to hopefully convert them to account holders. This will be an automated email campaign we set up to follow up with these users to encourage them to finish creating an account. We have an analytics plan to track the sign up process in order to see how we are doing and make iterations accordingly. 

Results: 

  • The month we released the new sign up process (January 2019) we had a 48% increase in sign ups from the previous year!
  • In February 2019, we had a 31% increase 
  • In March 2019, we had an astounding 70% increase
  • In April 2019, we had a 20% increase 

So far, we have met our goals of increasing sign up conversions. Our team and stakeholders have been very pleased with these results so far and we plan to continue monitoring these results as time goes on.

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