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.Â

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​

I 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

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

BRAINSTORMING SESSION

After completing my research, I organized a brainstorming session with the team, including project manager, designers, researchers and content designers, 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.

A. Common problems

  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.

B. 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.

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PROTOTYPING AND TESTING

LOW AND HI FIDELITY WIREFRAMES

After ideation,  I created low-fidelity wireframes to visualize the structure and layout of the proposed solutions.

USABILITY TESTING

After reviewing feedback from the product manager on multiple design variations, I developed interactive prototypes to prepare for user testing.

These prototypes were tested with real users to gather insights and iterate on the designs, ensuring the final solution effectively addressed the key pain points identified.

DELIVERY AND OUTCOME

Results

After launch, project delivered the following measurable results:

  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 one size fits all solution.

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

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