Registration Optimization

My Role: User Experience

Registration Flow

Hypothesis

A large portion of residents do not know they can pay their rent through the PayLease App, and the residents who have tried may have struggled to complete our registration process. By creating a resident email program along with an alternate registration flow, we think we can drive more residents to the application and get them to complete their registration.

Solution

  • Create a unique registration flow for new users
  • Capture new user email regardless of registration completion
  • Drive enrollment for AutoPay
  • Create a new, portable user token that can be used between marketing programs and payment flows
  • Create a new HTML-based email to drive residents to utilize payments

Process

This project began by meeting with the Product Director to discuss project goals, strategy, and engineering roadblocks. In order to offer a comprehensive registration flow as well as capture data, we determined that it would be most efficient to built out a new experience specifically for new users. This also gave us a chance to refresh the outdated design of the current software. I participated with other UX team members in a brainstorming session to align with project goals and deliverables. I created several wireframes that we tightened up through iteration, each time assessing how to achieve optimal messaging in the least amount of steps. Once we determined the best flow, I created low-fidelity prototypes to present to stakeholders. Finally I delivered final mockups to the engineering team for a responsive application.

Result

The new registration flow along with other UI improvements have greatly improved new user registration and conversion. Within the past year utilization has increased by (approximately) 54%. It also gives us a cleaner, seamless user flow that lends itself to marketing efforts like implementing tokenized links, SMS messaging, and email notification.