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Redesigning the Sign-Up Flow
Redesigning the Sign-Up Flow
Role
Lead Designer
Team
Me & Dev Team & Product Owner
Company
Alison Empower Yourself
Timeline
April 2023- Dec 2023
Role
Lead Designer
Team
Me & Dev Team & Product Owner
Timeline
April 2023- Dec 2023
Company
Alison Empower Yourself
Why Prioritize This Project?
When deciding which project to push forward, I focused on key user pain points and business challenges:
Sign-up friction: The average time spent on the sign-up page was 8 minutes 47 seconds (GA4 data).
High drop-off rate: 28% of users abandoned the sign-up process.
Customer complaints: The support team received frequent reports of sign-up difficulties.
Conversion roadblocks: Onboarding B2C users to B2B was challenging because both platforms shared the same backend library, creating friction—especially for users signing in via social accounts or business emails.
Premium launch impact: The introduction of a paid premium product required a seamless onboarding experience to support conversions.
Making the Case to the Team and Product Owner
Given our limited resources, I had to justify why this project needed to be prioritized over others.
To gain buy-in, I:
Conducted a benchmarking analysis of industry best practices.
Prepared a concise presentation highlighting the impact of the current sign-up flow on business goals.
Outlined the potential benefits of a redesign, including higher conversion rates and reduced support tickets.
Project Planning
Once aligned on deadlines and direction, we faced a resource constraint—I would be leading this project solo. To ensure efficiency, I collaborated with the product owner and dev team to define:
The key metadata required for a seamless account creation process.
Ways to reduce friction in onboarding.
When Puja and I originally designed the sign-up page, the context was different:
The platform was completely free.
Industry standards had shifted over four years.
Users were more willing to provide information in exchange for free access.
However, with Alison LMS evolving into a premium product, our onboarding needed to reflect that shift. The redesign aimed to:
Improve sign-up completion rates.
Increase recurring revenue for B2B customers.
Reduce the burden on the customer support team.
Process & Execution
Improvements naturally emerge as a project progresses. My goal was to:
Define the happy path, test, and iterate quickly.
Develop an information architecture and list potential edge cases.
Gather the team to align on key decisions before wireframing.
Create the first wireframes, test them internally, and then move to user testing.
Implement refinements based on feedback before launching the updated sign-up flow.
Challenges & Quick Fixes
During live testing, we missed a crucial detail—we had forgotten to add a tier selection for mobile web, significantly impacting mobile conversions.
Rather than assigning blame, we acted immediately:
Designed the missing mobile tier selection.
Created a high-priority tech ticket.
Pushed the fix live as quickly as possible.
Results
The impact of the redesign was significant:
✅ Drop-off rate decreased from 28% to 1.8%.
✅ 3,000+ new accounts were created within the first month.
✅ Customer support issues related to sign-up dropped by 72%.
✅ Average time spent on the sign-up page decreased to 3 minutes 10 seconds.
Reflection & Next Steps
While the project was successful, I identified areas for future improvement:
Track account verification rates: Since we streamlined the sign-up process, we compromised on verification for premium users—I’d like to measure its impact.
Analyze social sign-in transfers: How many users transition from social login to business accounts, and what challenges do they face?
Improve mobile testing: With more B2B users managing LMS platforms on mobile, testing mobile flows earlier is crucial.
Monitor free vs. premium sign-ups: Understanding conversion patterns between these two user groups will guide future refinements.
Overview
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Why Prioritize This Project?
When deciding which project to push forward, I focused on key user pain points and business challenges:
Sign-up friction: The average time spent on the sign-up page was 8 minutes 47 seconds (GA4 data).
High drop-off rate: 28% of users abandoned the sign-up process.
Customer complaints: The support team received frequent reports of sign-up difficulties.
Conversion roadblocks: Onboarding B2C users to B2B was challenging because both platforms shared the same backend library, creating friction—especially for users signing in via social accounts or business emails.
Premium launch impact: The introduction of a paid premium product required a seamless onboarding experience to support conversions.
Project Planning
Once aligned on deadlines and direction, we faced a resource constraint—I would be leading this project solo. To ensure efficiency, I collaborated with the product owner and dev team to define:
The key metadata required for a seamless account creation process.
Ways to reduce friction in onboarding.
When Puja and I originally designed the sign-up page, the context was different:
The platform was completely free.
Industry standards had shifted over four years.
Users were more willing to provide information in exchange for free access.
However, with Alison LMS evolving into a premium product, our onboarding needed to reflect that shift. The redesign aimed to:
Improve sign-up completion rates.
Increase recurring revenue for B2B customers.
Reduce the burden on the customer support team.
Process & Execution
Improvements naturally emerge as a project progresses. My goal was to:
Define the happy path, test, and iterate quickly.
Develop an information architecture and list potential edge cases.
Gather the team to align on key decisions before wireframing.
Create the first wireframes, test them internally, and then move to user testing.
Implement refinements based on feedback before launching the updated sign-up flow.
Challenges & Quick Fixes
During live testing, we missed a crucial detail—we had forgotten to add a tier selection for mobile web, significantly impacting mobile conversions.
Rather than assigning blame, we acted immediately:
Designed the missing mobile tier selection.
Created a high-priority tech ticket.
Pushed the fix live as quickly as possible.
Results
The impact of the redesign was significant:
✅ Drop-off rate decreased from 28% to 1.8%.
✅ 3,000+ new accounts were created within the first month.
✅ Customer support issues related to sign-up dropped by 72%.
✅ Average time spent on the sign-up page decreased to 3 minutes 10 seconds.
Reflection & Next Steps
While the project was successful, I identified areas for future improvement:
Track account verification rates: Since we streamlined the sign-up process, we compromised on verification for premium users—I’d like to measure its impact.
Analyze social sign-in transfers: How many users transition from social login to business accounts, and what challenges do they face?
Improve mobile testing: With more B2B users managing LMS platforms on mobile, testing mobile flows earlier is crucial.
Monitor free vs. premium sign-ups: Understanding conversion patterns between these two user groups will guide future refinements.
Role
Lead Designer
Company
Alison
Timeline
April 2023- Dec 2023
Team
Me & Dev Team & PO