Sign-up flow
Company: RealtyShares
Lead UX and Product Designer
I designed the updated sign up flow. This new design increased conversion by 6.8%.
Demographic information
An accredited investor who has a strong interest in real estate investing.
Project Approach
Reviewed the current sign up flow via usertesting.com and watched 25 people go through the flow and identified areas with high user error and friction points.
Created 3 new sign-up flows to test against the baseline of the current sign-up. 25% of traffic was assigned randomly to each flow. Reviewed data after 30 days and chose the design that had the highest conversion.
Turned traffic to 50% on winning design and added a new feature and testing again.
Before
Baseline, 6 step process prompting the user to choose an interest: either investing or applying for financing for a real estate project.
After
Simplified to a 2 step process, removing the bifurcation which added cognitive load and was observed to have a high abandonment rate.
Screens Details
