Optimised registration

Responsibility: UX/Service design

Company: Piclo

Goals

• Drive engagement of Piclo onboarding

• Increase volume of completed registrations

Methods

User research, workshops, UI design, UX patterns, user journeys, iterative design

Challenges

Technical constraints and limited developer resources

As part of the newly launched product, Max, we aimed to enhance and streamline the registration process. The existing registration process, inherited from the Flex product, was lengthy and spread across multiple pages. The goal was to create a more user-friendly and efficient registration experience for Max.
As the UX/Service designer leading the project, I was responsible for overseeing the entire design process, from research and ideation, to prototyping and implementation. My role involved collaboration with stakeholders and developers to ensure that the new navigation system aligned with user needs, project and business goals.
The existing registration process for Flex (existing product), which Max (new product) also used, was cumbersome and lengthy. Users were required to navigate through several pages, potentially leading to the high drop-off rate and frustrating user experience. We needed to identify areas for improvement and implement changes within a tight timeframe to ensure a smooth launch for Max.
Piclo's mission is to decarbonise the world's grids. We develop software solutions that make our energy networks smarter, flexible and more sustainable. Piclo Max, our market access platform, enables flex sellers (such as EV and battery owners) to access all electricity markets from one place.

Simplified registration process (Max), Registration

Existing registration process (Flex)

Research

To gain a comprehensive understanding of the registration process, I conducted interviews and discovery workshops with key stakeholders, including product managers, customer support, and product teams.

Objectives:

Understand the mandatory information required during registration.
Identify information that could be requested at a later stage.
Gather insights on user pain points and areas for improvement.

Discovery workshop with key team member

Findings:

Mandatory Information - Only a few fields were essential for initial registration. The rest could be deferred until after the user had successfully created an account.
User Frustration - Users found the multi-page registration process tedious and time-consuming.
Drop-off Points - The length and complexity of the registration process were leading to higher drop-off rates.

Prioritised findings in categories

Design Process

As the UX/Service designer leading this project, I embarked on drafting wireframes that explored potential solutions for the future of the registration process, while also considering immediate steps for the Max product launch.

Wireframe Drafting: I created several wireframe iterations to visualise different approaches to streamline the registration process. The focus was on reducing the number of pages and fields required for initial registration.

Design Reviews: During the design review sessions, I presented the wireframes to the team, incorporating feedback and refining the designs. The goal was to simplify the design enough for immediate implementation while keeping the long-term vision in mind.

Design review of potential solutions

Future vision I - split in two steps

Future vision II - All in one page (collapsed left, expanded right)

Implementation

Based on the feedback and research, we made the following changes to the registration process:

Single-Page Registration - Consolidated the registration steps into a single page, reducing the perceived effort for users.
Deferred Information - Identified non-essential fields that could be requested after account creation, streamlining the initial registration.
Clear Progress Indicators - Added progress indicators to help users understand how much of the registration process they had completed.