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Sign-up journey redesign
Redesigned mobile-first sign-up flow to improve clarity, accessibility, and completion rates.
Quick overview
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Role: Senior UX Architect
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Company: Which?
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Impact:
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44% increase in completion rate.
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25% uplift in subscriptions.
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Improved clarity and ease of use for all users.
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Situation
High-friction sign-up flow with confusing navigation and poor mobile usability, causing high drop-off and low conversion.
Task
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Improve accessibility and completion rates for sign-up flow.
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Identify friction points and redesign IA and user journey.
What I did
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Mapped existing journey using analytics and usability testing.
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Identified pain points (address look-up, unclear USPs, multiple modal windows, payment friction). Redesigned IA and prototypes for mobile-first experience.
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Ran iterative usability and accessibility testing.
Mapping out the existing journey
Output of stakeholder workshop
Wireframes of the new sign up journey
Impact
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44% increase in completion rate.
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25% uplift in subscriptions.
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Improved clarity and ease of use for all users.
Who I collaborated with
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Content designers and developers.
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Researchers and testers.
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Stakeholders for subscription products.
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Product owners.
Reflections
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Learned that mobile-first design requires testing across device types and contexts.
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Even small friction points (e.g., address lookup, multiple modal windows) can dramatically affect completion rates.
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Iterative usability testing with real users is essential to validate assumptions.
Final designs of the new sign-up page on mobile and desktop.