Registration Process Redesign

A UX DESIGN CASE STUDY

Role

Lead UX Designer

Brand

Entain ( Ladbrokes, Coral , Betboo, Bwin etc )

Duration

6 Months

Overview

The current address manual entry system  had an abandonment rate of approximately 27% of users, who fail to complete registration upon reaching the third step. Additionally, the current system’s three-step process leads users to mistakenly start entering their phone number instead of their address. During our kickoff meeting, we identified the following objectives:

Project goals:

  1. Improve the existing address finder to reduce drop-off rates at the address entry step.
  2. Enhance prominence of the address field to reduce users skipping this section.
  3. Simplify the address entry process, making it easier to complete.
  4. Personalize the address entry journey to cater to different cultural formats.

RESEARCH

COMPETITIVE ANALYSIS​

We reviewed several platforms, including Paddy Power, Bet365, William Hill, and Amazon, to analyze how they handled the address entry process. The focus was on their use of auto-complete, error messages, and region-specific fields to minimize user errors and improve the registration experience.

Findings:

    1. Auto-complete functions were widely adopted and significantly sped up the registration process.
    2. Clear error handling and region-specific fields helped reduce confusion, improving overall user satisfaction.
    3. Dropdown options and proper address formatting were key elements of smoother address entry.
BEST PRACTICES

I conducted an industry best practise review, and the results highlights the importance of region-specific address formats and the use of auto-complete functionality to reduce input time and errors.

Recommendations based on my research includes:

    1. Implement auto-complete to assist users in quickly filling out their address.
    2. Use region-specific fields (e.g., “State” for US addresses, postal codes for Europe).
    3. Include real-time feedback to guide users through the form completion process.
    4. Provide consistent formatting and logical field ordering based on the user’s country.
USER TESTING

User tests were conducted across multiple regions, including Spain, Germany, Belgium, the UK, and Canada. I aimed to identify user difficulties in completing the address finder during registration.

Findings:

    1. Users struggled with manual input, leading to higher drop-off rates.
    2. Users found the current three-step process to be confusing, especially on mobile devices.
    3. The magnifying glass icon was often misinterpreted, leading to users skipping the address input field or starting with the phone number.

IDEATION

USER JOURNEY MAPS

We created user journey maps to visualize the end-to-end experience for users registering on the platform. This process helped us identify key pain points and opportunities for improvement in the address finder tool.

BRAINSTORMING SESSION

After completing our research, we organized a brainstorming session to identify key areas for improvement and generate possible solutions. During this process, we used affinity mapping to group and prioritize pain points into two categories:

  1. Common Problems – Issues affecting all markets.
  2. Local Problems – Issues specific to certain regions.

We then used the card sorting method to prioritize the most critical problems to address first.

Common problems ( in order of priority )

  1. Cultural differences in address formats across markets.
  2. Unclear error handling messages, causing confusion.
  3. Users skipping address fields during the entry process.
  4. Issues with the “Start Over” button and switching between manual and automatic address finders.

Local Problems:

  1. Inaccurate address finder results for Ladbrokes UK.
  2. Non-functional address finder in Bwin Germany.
IDEA GENERATION

Once the pain points were prioritized, we moved into the brainstorming solution ideas, focusing on developing solutions for the top-priority problems.

Solutions for Common problems:

  1. Localized Address Layouts: Adapting address input to fit different regional norms.
  2. Clear Error Messaging: Standardizing clearer, more informative error messages.
  3. Auto-Complete for Address Fields: Implementing auto-suggestions to prevent skipped fields and errors.
  4. Improved Navigation: Streamlining the interface for switching between manual and automatic address finders.

Solutions for Local Problems:

  1. Improved Accuracy for Ladbrokes UK: Fixing inaccuracies in the UK address finder results.
  2. Bwin Germany Fix: Resolving technical issues in the German address finder.

These solutions were selected for further development, prototyping, and testing.

WIREFRAMING & PROTOTYPING

WIREFRAMES

After ideation, we transitioned into the Wireframing & Prototyping stage. During this phase, we translated the generated solutions into tangible designs to address the prioritized problems.

We created low-fidelity wireframes to visualize the structure and layout of the proposed solutions, focusing on:

  1. Localized Address Layouts: Adapted address input formats for different regions, ensuring familiarity for users across various countries.
  2. Error Messaging: Designed more specific and clear error handling messages to reduce user confusion.
  3. Auto-Complete for Address Fields: Developed wireframes that integrate smart suggestions to streamline the user’s input process and reduce skipped fields.
  4. Improved Navigation: Designed an intuitive interface for switching between manual and automatic address finders.
PROTOTYPES

Once the wireframes were finalized, we developed high-fidelity prototypes to simulate the user experience:

  1. Interactive Prototypes: Created clickable prototypes that allowed users to interact with the new address finder and error messaging systems, testing the ease of use and functionality.
  2. User Flow Testing: We tested the user flow, ensuring that the prototypes provided a seamless and intuitive experience, especially for localized address formats and geolocation features.

The prototypes were tested with real users to gather feedback and iterate the designs, ensuring the proposed solutions effectively solved the identified pain points.

DELIVERY AND OUTCOME

SUCESSFUL OUTCOME

After finalizing the prototypes and conducting user testing, the refined design solutions were implemented. The Address Finder Improvement project delivered measurable results:

Key Outcomes:

  1. Increased KYC Verification: The new design improved KYC (Know Your Customer) verification completion rates by 30%.
  2. Reduced Drop-Off Rates: The redesign led to a reduction in drop-off rates by 18%, making the registration process smoother and more user-friendly.
CHALLENGES FACED

During the development and implementation of the Address finder tool, several challenges emerged:

  1. Cultural differences in address formats: Different countries have unique address structures, which made it hard to design a solution that worked everywhere.

  2. Confusing error messages: During the initial user tests, users struggled with unclear error messages, leading to incomplete or incorrect address submissions.

  3. Technical limitations: The backend systems had constraints, which made it difficult to implement advanced features like geolocation and auto-complete.

  4. Testing across regions: It was challenging to test the solution in multiple countries due to varying requirements and formats.

  5. Balancing automation and manual entry: Users needed both automated address suggestions and manual input options, which had to be balanced in the design.