Production version of the signup redesign.
Credit card entry step of the signup redesign.
Sitting in the backlog of customer complaints was the curious case of questions asking the same thing: how do I start my trial?. This was correleated with exit surveys on from customers who had not converted to a paid plan, that the free product lacked key features for the customers needs. User stories had been written up to address individual pain points during the onboarding process but did not address the issue in its entirety.
The onboarding process needed to be addressed as a whole. This signup redesign is the first piece of resolving the onboarding puzzle.
Background
The original signup screen just an account creation form.
The original onboarding process was pieced together from individual development features. This created a disparate experience without any progression from the marketing site and into the product. The typical user journey was as follows:
- Users would select their payment plan from the marketing site.
- The marketing site would direct users to create an account in the product.
- The product would refresh and redirect users to a settings page.
- The settings page would scroll key page elements for starting a trial out of view.
- Customers would never see the option to start a trial.
From there customers would either contact support, or just abandon the product entirely.
Designing a Solution
Mockup from Figma.
-
Production version of the signup redesign (for comparison).
Comparative research into the onboarding process of similar services and partners provided the needed groundwork for a signup redesign. Product requirements also dictated a few key parameters:
- A credit card would be required of users to start a trial.
- A product account is required to collect credit card details.
This is where the new signup process was focused. Create an account, capture a credit card. Nothing outside industry norms, but quite the changeup to cutting users loose into a partially functional product.
Mockups for this project were lightweight, and a fair amount of design was done in-browser. This was done to reach a testable MVP as quickly as possible. This allowed for rapid iterations on the functional aspects of the new signup.
Post-Launch Plans
A redesigned signup on its own could not solve for all of the onboarding issues that had been identified. A dashboard redesign was done in order to address a larger looming issue with the product: users were getting stuck on how to setup their product.