Streamline the sign-up flow while emphasizing customs compliance.
The redesigned flow has a conversion rate of approximately 80% and has improved customs compliance communication across other channels.
User & stakeholder interviews, data analysis, UX/UI design, video tutorials
Jul 2018-Oct 2018, June 2019
A year into the Chit Chats project, we turned our attention to the sign-up and onboarding process. My research revealed two main issues with the existing approach:
Since Chit Chats’ business depends on maintaining good relations with the U.S. Customs Border Protection, ensuring customs compliance was crucial. This meant a comprehensive sign-up flow was required.
My review of users’ multiple-choice responses did not indicate the flow was helping users learn and user interviews indicated a preference for a straightforward list of requirements. Based on these results, we decided to move away from this approach. However, by reviewing incorrect answers to the questions, I was able to identify two key problem topics - prohibited items and maximum retail value.
I designed a user flow where users had to acknowledge the rules in these areas before proceeding to the rest of the sign-up. This communicated our rules clearly and early, ensuring users would also learn if they are ineligible before going through the sign-up process. Reducing the amount of personal information collected up-front was not an option given customs compliance requirements, so I adopted a flow that incorporated a series of low-effort steps to alter users’ perception of time.
I also worked with our communications manager and graphic designer to develop a series of video tutorials to support clients through the onboarding process. I recorded and edited each video, including the motion graphics.