Sign-Up Flow Redesign: Collaborative Project
The Brief
To improve Virgin Wines existing recruitment journey, with an aim to boost conversion rates.
Myself and another team member took on the role of leading the team of five, creating and assigning tasks, and managing the project as a whole. I predominantly worked on the desktop version of the site, but also assisted with the mobile version throughout
Analytics Analysis
Site Map
Heuristic Markup
Competitor Analysis
Customer Journey Map
Sign-Up Flow Analysis
Copy Analysis
Heirarchy Analysis
Theme, Branding & Language Analysis
Affinity Mapping
Customer Reviews
USP Analysis
Empathy Mapping
Low Fidelity Experimentation
Prototyping
Myself and the other team leader began by creating a timeline for the project that included a research & design plan. We assigned tasks to each week of our timeline and then discussed with team members which tasks they felt most confident in tackling and assigned them accordingly.
Investigating:
How is the information presented to the user?
What language is used throughout the flow?
Is information hierarchy correctly presented to the user?
Is it clear what the product is?
What are the unique selling points?
Sign Up Analysis
Current User Flow
Heuristic Markup:
Key Issues:
Onboarding user journey presents too many opportunities for dropout
Conflicting messaging and branding from Virgin Wines & WineBank
Overwhelming and complicated background colours and images
Hard to tell where you are in the journey
Inconsistencies throughout the pages
Flow is confusing and complicated
Competitor Analysis: we analysed competitors sign-up flows and noted a significantly shorter journey with less potential drop-out points and decisions for users
Hierarchy Analysis: we looked at the organisation and layout of information across desktop and mobile to decide on the organisation of information for our redesign
Our main considerations:
Can the redemption flow be simplified?
How can we make add-ons feel more consistent?
How can we make the information clearer?
How can we modernise and refresh the flow?
How can we clarify price and bottle display?
How do keep the visual language consistent?
Affinity Mapping
This was an in person collaborative exercise within our team where we discussed and shared our findings. We then mapped the pain points we had found on each page into three main categories: content, aesthetics and functionality. This exercise helped us to align our goals and areas of focus for our redesign and share our ideas on how we could tackle this.
I then summarised everyones findings and affinity mapped these in Miro. In doing this I created a board that could be utilised by everyone throughout their design process to help ensure we stick to all our main design goals.
Key Takeaways:
Sign up pages can be reduced by merging certain steps
Content is unnecessarily repeated between pages, and pages lack purpose and clarity
Voucher discount is lost in the process, unclear to users that it has been applied
Introduction Page
Focusing on visual elements and key info, user is presented with the most important details and CTA leading directly to next step
Instilling trust: 140,000+ Winebank members
High contrast, eliminating accessibility issues
'How it works' above the fold, leading user to more information
Focusing on content clarity, breaking down information for users to easily consume
Removed unnecessary repetition of CTAs
Improved hierarchy and language indicating users are signing up for a service
Social proofing added to further customer trust
Adding CTA further down the page to keep users on their journey
FAQs reorganised and reduced based on importance
Choose your case
Removing the majority of text, focusing on the journey
Most popular case highlighted with other options presented
Using imagery to clearly indicate amount of bottles in each case, considering user feedback
Improving display and legibility of information for user
Checkout
Combining add-on and checkout pages to remove an unnecessary step from the user journey
Display of pricing and included elements was changed to improve clarity
Layout rearranged to give elements space and increase legibility
Add-on button design was changed to differentiate from CTA
We presented our design recommendations to Virgin Wines, who have incorporated them into their redevelopment efforts for the recruitment flow. Currently, Virgin Wines is in the process of redesigning their website, so the impact of our contributions has yet to be determined.
Sofia Durnford
Portfolio