Bet365
Optimizing sign-up and onboarding flow.
Tasks
UX Analysis
Redesign
Personal Project
Optimizing the sign-up experience to enhance user conversion and drive retention was the focus of this design exercise, which I completed as part of a recent interview process. The project took me approximately 6 hours to complete.
Timeline
6 hours
Background
One of the most important areas to get right within the betting industry is Customer Acquisition. The cost of driving potential new users to these products is expensive and it is vital once users do arrive that we convert them into paying customers. We do this by making the onboarding and sign-up processes quick and easy whilst ultimately getting users excited and engaged with a new product.
Task details
Carry out a UX review of the onboarding journey on Bet365 from the perspective of a new user.
Redesign the sign-up form, improve on the current experience to make it quicker, easier and more rewarding for users.
Problem Discovery
To uncover relevant issues and set constraints for the UX review, I analyzed app store reviews for recurring patterns in user complaints, particularly from new users, and assessed critical business factors that directly impact customer acquisition.
Assessing the effectiveness of the sign-up process in terms of cost is essential, as the speed of onboarding directly impacts conversion rates and overall cost-effectiveness.
It’s crucial to pinpoint where users may abandon the sign-up process, such as unexpected steps, the need to gather external information, or any reasons that might cause them to exit the app.
Many users sign up for bonuses but find the process unclear, emphasizing the need for better communication to enhance user experience and satisfaction.
Data Insights
I looked into relevant research and data to support the areas of focus, specifically on user behavior and the impact of onboarding processes on customer retention and satisfaction.
Salesforce reports that businesses lose 68% of customers due to poor onboarding experiences. Streamlining the sign-up process and ensuring it's efficient can greatly reduce these losses and improve ROI.
Research from the Baymard Institute shows that 26% of users abandon forms due to unanticipated steps requiring them to leave the app, such as needing to gather external information.
Research from Nielsen Norman Group shows that users who experience confusion or frustration during sign-up, often associate these negative feelings with the brand itself.
A study by Accenture found that 55% of users abandon sign-up processes if the benefits, such as bonuses, are not clearly communicated.
Problem Definiton
Prolonged Sign-Up Process
Users are spending up to 9 minutes on the sign-up process, which is significantly longer than the optimal 3.5 minutes identified in competitor analysis. The lack of clear endpoint communication leaves users uncertain about whether their account is verified, if the app is functioning correctly, and how to claim bonuses.
Uneven Screen Content
Some screens are overloaded with information, while others request only a single input, leading to an imbalanced and inconsistent user flow.
UI Inconsistencies
There are inconsistencies in the user interface, such as missing form titles, varying selection methods, and inaccessible drop-downs, which disrupt the user's ability to navigate the sign-up process smoothly.
User Stories
As a user, I want clear communication about the benefits and bonuses during sign-up, so I know exactly how and when I can claim them without any confusion.
As a user, I want the sign-up process to be quick and efficient, so I can start exploring the app as soon as possible without unnecessary delays.
As a user, I want each step of the sign-up process to be logically organized, so I understand why specific information is being requested at each stage.
Measuring Success
The sign-up process is streamlined and efficient, reducing the time required from 9 minutes to the industry benchmark of 3.5 minutes.
The redesign effectively eliminates two key drop-off points where users previously had to leave the app to gather information.
Users feel more confident in transitioning from sign-up to deposit because they clearly understand the purpose behind each step.
How might we redesign the sign-up process, improving user experience and reducing drop-offs?
Ideation
Gradual Progression
Provide clear confirmation once verification is complete.
Clearly communicate when the account setup is finished.
Seamlessly transition users to a deposit screen with a compelling CTA linked to a bonus offer.
Balanced Screen Load
Organize and group data input fields logically across all steps to ensure a smooth flow and avoid overwhelming users.
Standardized UI
Standardize buttons, input form labels, and other UI components to create a cohesive and predictable user experience.
Allow users to type in drop-down fields with a limited display of 4-5 options to improve ease of use and accessibility.
Assessing Best Practices
I researched optimal input form design and explored how other companies streamline their onboarding processes, while enhancing user engagement. Some key takeaways:
Baymard’s study suggests that simplifying forms by removing inside-field descriptions, and only providing necessary hints, can improve user focus and reduce abandonment rates by 15 percent
Google’s research revealed that drop-down menus with type-ahead functionality resulted in a 30% faster form completion time, and a 15% decrease in user errors compared to traditional drop-down lists.
Wealthsimple link bonus offers directly to deposit CTAs, encouraging users to complete the process by showcasing immediate value.
Lyft effectively guides users by clearly outlining next steps after key actions, like verification, ensuring a seamless transition to making a deposit with an attractive bonus offer.
Proposed Design
Gradual Progression
The design leverages existing visual patterns, like the animated checkmark used at the beginning of the sign-up process to confirm location access. Familiar visual cue creates a seamless sense of continuity throughout the experience while clearly indicating the end of the sign-up flow.
Once verification is complete, users are smoothly transitioned to the next logical step: a screen that encourages deposits by presenting an attractive bonus offer, thereby providing immediate value and incentivizing further engagement.
Balanced Screen Load
Information is grouped based on its purpose—such as account registration, personal details for account creation, and verification—allowing users to better understand why specific data is being requested.
Each screen presents a balanced amount of information, ensuring clarity without overwhelming the user. Despite this logical grouping, the overall number of steps remains minimal, maintaining an efficient sign-up process.
Standardized UI
Labels are positioned outside each field, ensuring they remain visible at all times. Inside-field descriptions have been removed to simplify the interface, with hints provided only where necessary, such as the "Date of birth" format. The Title field has been shortened to align with the expected input length.
Users can type directly into the field and see relevant suggestions, with a limited display of options to make selection easier. This consistency in selection elements helps users quickly understand how to interact with these fields.
Challenges and Learnings
This project highlighted the importance of prioritization and setting clear constraints, especially in a time-sensitive environment. With so many aspects of the sign-up process to explore, it was crucial to focus on the most impactful areas to create effective solutions quickly.
Airbnb uses visual cues, such as animated checkmarks, to confirm key steps, providing immediate reassurance and smoothly guiding users to the next action.
LinkedIn groups information related to professional details separately from personal account setup, which helps users understand the purpose of each section
