Which? sign-up journey redesign
Redesigning a high-friction sign-up journey to improve accessibility, clarity, and mobile performance.
Quick overview
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Role: Senior UX Architect
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Company: Which?
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Timeline: 2014
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Tools: Sketch, Axure, Analytics, lots of Post-its!
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Impact: 44% increase in completion rate, simplified mobile-first sign-up flow​
Situation
The Which? website sign-up journey suffered from confusing navigation and a poor mobile experience. This led to high user fallout and low conversion rates, significantly impacting subscription numbers.
Task
Redesign the sign-up journey to be:
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Fully responsive across devices
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Accessible and easy to complete
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Clearly communicate the value proposition to users
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Reduce drop-off points and improve conversion
Action
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Conducted journey mapping through analytics and face-to-face usability testing (only 5 out of 12 users completed the flow)
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Identified key pain points: address look-up, terms & conditions, payment friction, and unclear benefits messaging
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Facilitated stakeholder workshops to gather requirements and align priorities
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Created sketches, wireframes, and interactive prototypes with continuous input from teams
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Led multiple rounds of usability and accessibility testing, as well as A/B testing to validate changes
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Redesigned the information architecture to reduce friction and guide users more clearly
Mapping out the existing journey
Output of stakeholder workshop
Wireframes of the new sign up journey
Result
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Delivered a fully responsive, simplified sign-up flow
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Achieved a 44% completion rate within two months
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Achieved a 25% subscription uplift
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Users reported improved ease of use and better understanding of pricing and membership benefits
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Created a repeatable model for iterative improvement in other conversion journeys​​
