UI/UX Improvements - BIKE24
Sign up & Address forms
Customer Data Service in BIKE24
Company
BIKE24
Year
10-2023
Role
Product Designer
Signup forms are a crucial element in the user journey, serving as the entry point to a platform or service. A well-designed signup process can drastically improve user experience, engagement, and conversion rates. In this case study, we analyze the design of signup forms and explore the challenges, insights, and solutions that optimize their effectiveness, ensuring a smooth, intuitive process for users while meeting business goals.
What was the problem?
Through recent error form tracking, we gathered valuable data on form submission errors, identifying the fields with the highest error rates. This insight allowed us to pinpoint problematic areas and understand which fields could potentially be removed or simplified to create a smoother, friction-free registration process. By streamlining the form, we aimed to help users complete the registration as quickly and efficiently as possible.
Additionally, one of the core goals of this project was to differentiate B2B customers from B2C customers. By incorporating fields for a VAT number and business name, we enabled businesses to provide relevant information upfront, ensuring smoother future order management and a more tailored experience for our users.
Research & Insights
User Pain Points:
Through user interviews and data analysis, we identified several pain points:
Complex Forms: Users often feel overwhelmed by long forms or redundant fields.
Unclear Instructions: Ambiguous field labels or error messages led to confusion and frustration.
Account Creation Anxiety: Users are hesitant to provide too much personal information upfront, especially for platforms offering freemium models.
Competitor Analysis:
We analyzed signup forms across various industries to benchmark best practices. Common trends among successful forms included:
Minimalistic Approach: Fewer fields with clear, concise labels.
Progressive Disclosure: Asking for essential information first and then progressively requesting additional details.
Social Logins: Integrating third-party authentication options (e.g., Google or Facebook) to reduce friction.
User Behavior Data:
By examining user behavior data, we found high abandonment rates on forms with more than 5 fields and a noticeable drop-off when users were required to enter payment details during the initial signup phase.
Process
Problem Identification:
We started by mapping out the current signup flow and identifying key bottlenecks where users dropped off. This included analyzing form length, field complexity, and the clarity of user instructions.Solution Ideation:
Based on user research, we brainstormed several potential solutions, including:Simplifying the form to reduce the number of fields.
Introducing a progress indicator for multi-step forms.
Integrating inline validation for real-time feedback on input fields.
Wireframing & Prototyping:
We created wireframes and prototypes for different variations of the signup form, focusing on clarity, simplicity, and ease of use. These prototypes were designed to test both single-step and multi-step signup flows.User Testing & Feedback:
Conducted usability testing with real users to observe their interactions with the new forms. Insights from testing included:Users preferred single-page forms that were visually clean and direct.
Real-time validation helped reduce errors and confusion.
Users were more likely to complete the form when the number of required fields was minimized.
Solution
Based on the research, testing, and feedback, we implemented several design improvements to optimize the signup form:
Minimalistic Design:
Reduced the number of fields, focusing only on the most essential information (e.g., email, password). This simplification helped reduce user fatigue and form abandonment.Minimum Legal Text:
Legal text was minimised to reduce textual clutter on the sign up forms and address forms.Inline Validation:
We added real-time validation for key fields (e.g., email and password), providing instant feedback to users when they made errors. This improved the overall user experience and reduced the frustration of having to correct mistakes after submitting the form.Social Login Integration (Vision and not implemented as feasibility is too high)
To cater to users who preferred quick registration, we integrated social login options (Google, Facebook). This feature significantly reduced friction and boosted conversion rates.Clear Call to Action (CTA):
We made the signup CTA button more prominent, using action-oriented language like "Join Now" or "Get Started," encouraging users to take the next step with confidence.
Results
Increased Conversion Rates:
After implementing the new design, we saw a noticeable increase in form completion rates. By reducing friction, simplifying the process, and offering social login options, we improved the conversion rate by 50%.Lower Bounce Rates:
The new, clearer design reduced bounce rates on the signup page by 30%, indicating that users were more engaged and confident in their decision to complete the form.Improved User Satisfaction:
Post-launch surveys and user feedback showed that users appreciated the cleaner, more intuitive design, with many citing the reduced form length and real-time validation as key improvements.
Key Learnings
Simplicity is Key:
A clean, simple design that prioritizes essential information results in a smoother experience and higher conversion rates.Progressive Disclosure Helps:
When dealing with complex signup forms, breaking the process into smaller, more digestible steps can reduce cognitive load and keep users engaged.Real-time Validation Boosts Confidence:
Inline validation helps users correct mistakes immediately, preventing frustration and improving the likelihood of successful submission.Social Logins Provide Convenience:
Offering third-party login options can significantly reduce friction, leading to quicker signups and higher conversion rates but this could not be implemented yet and would be in pipeline for future.