Online registration
Case study
03 of 06
+ Key tags
- User flows
- Wireframes
- Online conversion
+ Resources
- As is user flows available on request
- Wireframes
+ Overview
The previous npower online account registration journey was experienced dropouts, very low levels of engagement and conversion rates (typically 2-3% max). The principle objective of the business plan was to deliver capability - enabling npower to drive online account registrations to 50% by end 2019.
+ Background
I was tasked with upfront analysis of an existing registration journey, starting from the moment the customer is in contact with an agent, through to the final activation for an online account. I mapped the journey through wireflows and then along with the Data team we were able to clearly identify and map key drop out points. The key areas for improvement gave us an understanding of scope and scale of the delivery.
+ Process
Having identified there were significant drop out points on certain form fields we created user stories that focused on enhancing a clearer understanding to the customer of
- a) what they were being asked to submit
- b) any errors in validation - if so, a clear understanding of what the errors meant
- c) what information we could pass from agent to website.
From this information we were able to brief the content and technical team and establish a more humansied version of the API returns.
There was considerable drop out when expecting a customer to return to their email client in order to validate. By challenging security to allow authorisation as part of the initial email it meant we could significantly reduce the distance and size of target.
Another observation showed that there was information overload for a single forms. I identified what information could be split into logical sections, and split those into a clear progressable journey using an existing progress bar style pattern. Having smaller split sections allowed us to expose the more important information that had previously been hiding inside a tooltip.
+ The end
The initial redesigned solution immediately produced a 32% conversion rate and has also created additional conversion opportunities via cross- sell voice channels.
This journey performed so well that it was rolled out for the the primary registration on npower business site.