The challenge: Provide a quick, engaging and frictionless account creation experience for new platform users
Free signup & onboarding flows for various leading SaaS platforms were investigated, including Invision, Pinterest, Shopify, Slack, Zendesk, and Uber.
A common thread (and UX best practice) is to require the absolute minimum information necessary upfront, as anything non-critical can be requested once user has invested in the platform and has some commitment / understanding of the inherent product value.
Simple v1 does not allow for self-service signup; all accounts must be manually configured internally once contractual agreements are in place.
This lengthy, time-and-labout intensive process severely limits ability of the platform to scale rapidly and frustrates users who just want to get on with work
As CMO, I want to continually enhance our martech stack with systems that improve our collaboration processes so we can accelerate our speed to market.
As a Digital Designer, I want to find new tools that streamline the content creation, review and delivery process so I can meet my deadlines and have more time for drinking beer.
User flow maps and low to high fidelity wireframing focused on several key challenges:
Establish the absolute minimum user input required to configure a new organisation (e.g. only enter password & email once - can change / recover afterwards thru simple flow)
Personalise the process to keep users engaged (without being creepy!)
Make intelligent suggestions to minimise user effort (e.g. URL based on organisation name)
Prevent errors by providing inline guidance and validation
Build user confidence through positive feedback and clear progress indication
Keep it friendly withconcise, informal language
Multiple rapid design iterations resulted from internal collaboration sessions with product owners / BAs / QAs, dev team and stakeholders until scope & solution were finalised.
Prototype flows were produced for both pre- and post-login validation of user email in order to prioritise either time to market (tech overhead) or UX (lower friction).
Other investigation & testing centered on password entry only once with an easy recovery process plus a masking toggle to allow user confidence without slowing them down