CHALLENGE
Streamline the sign-up flow while emphasizing customs compliance.
OUTCOME
The redesigned flow has a conversion rate of approximately 80% and has improved customs compliance communication across other channels.
ROLE & TIMELINE
Lead designer
User & stakeholder interviews, data analysis, UX/UI design, video tutorials
Jul 2018-Oct 2018, June 2019
Challenge
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:
- Users did not discover eligibility up-front. After going through the sign-up process and provide their personal information, some clients would discover that their products were ineligible for shipment with Chit Chats.
- Disjointed user flow killed momentum. After signing up, users would have to verify their email and phone number. Then, when accessing their dashboard for the first time, they faced a series of multiple-choice questions to teach them about customs compliance.
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.
Early concept for the revised onboarding flow
Approach
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.
High-fi flow chart for the revised onboarding flow
Brand illustrations draw better attention to customs compliance
Welcome page when new client creates an account
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.
