Enhancing the Onboarding and Registration Experience

Project overview

Revamp the onboarding and registration journey for the clients value added services(Extended warranties, on site support, etc,) to enhance user experience, increase conversion rates and address user-specific needs

Problem statement

The existing registration process was overly complex, yielding a low conversion rate of just 1 in 385 users. Moreover, it lacked differentiation between homeowner and professional users, causing confusion, incomplete registrations, and frustration across both groups

My Role

As the UX Lead, I spearheaded the user experience activities throughout the project. From conducting user research to developing final mockups, I ensured a user-centered approach that addressed the needs of both homeowner and professional users, ultimately enhancing the onboarding and registration process.

UX Process - Design Thinking

Competitor study

Research

Key Takeaways

Ease of Use: Siemens and GE have usability issues, giving our product an opportunity to differentiate through better UX

Mobile App & QR Scanning: Only GE offers QR-based product registration—a strong selling point if our product provides this.

Automation & Alerts: ABB and Eaton provide automated warranty alerts, while Siemens and GE do not. Out product should highlight automation as a key benefit.

Integration with IoT & AI Services: Eaton and GE lack advanced integrations—a strong opportunity for our product to stand out with predictive maintenance or AI-driven recommendations.

User interview

Conducted interviews with 16 users (8 homeowners, 8 professionals) to identify pain points, expectations and desired improvements.

Engaged with Country Champions who represent our users across different regions to understand localised user experiences and challenges.

Data analysis

Analysed user drop-off points in the registration process to pinpoint barriers

Key Takeaways

• Homeowners found the registration forms overly complex and irrelevant

• Professionals valued detailed fields bit were frustrated by redundant information

• A lack of separate user journeys caused confusion for both user types

Personas

User journey

Prototype

• Developed high-fidelity interactive prototypes using Figma for each user journey.

• Iterated based on initial feedback from business stakeholders.

• Conducted usability testing with both homeowner users and country heads (expert users) and implemented their feedback.

• Streamlined form fields based on user type (minimal for homeowners, comprehensive for professionals).

• Provided real-time validation and feedback to guide users through the process.

• Used clear and concise instructions and error messages throughout the journey.

Usability testing

We organized usability testing for both the homeowner and business owner registration journeys.

Positive Feedback:

• Users appreciated the simplified process and tailored journeys.

• Professional users valued the comprehensive information fields.

Areas of Improvement:

• Add tooltips and help icons in certain places to enhance user guidance.

• Enhance navigation paths to make the registration process more intuitive.

• Add visual cues, such as progress indicators, to help users understand their progress.

• Ensure the registration process is fully optimized for mobile devices.

• Incorporate accessibility features to support users with disabilities, such as screen reader compatibility and keyboard navigation.

Conclusion

The redesign of the onboarding and registration journey for the client's value-added services aimed to enhance the overall user experience.

For the Homeowner Journey, we implemented a clean interface with minimal required fields, making the process straightforward and user-friendly. Additionally, we included an option to save progress and complete registration later, providing flexibility for users.

In the Professional Journey, we introduced detailed fields for company and site information, ensuring that all necessary data is captured efficiently. We also enabled the ability to register multiple products in one session, streamlining the process for professional users.

Overall, the redesign focused on creating tailored experiences for different user groups, incorporating feedback from usability testing to ensure the process is intuitive, efficient, and meets the specific needs of both homeowners and professionals. This comprehensive approach significantly enhanced the user experience for the client's value-added services.