Study Case
Travellizy - Improving registration process
COMPANY
Travellizy
ROLE
UX Designer
EXPERTISE
UX/UI Design
YEAR
2022
Project Description
Travellizy is a platform for booking airline tickets, aiming to provide a seamless experience for travelers. The primary goal of this initiative was to increase user engagement and time spent on the platform by introducing new features, including a social network for travelers and a travel blog.
travellizy.com
Problem Statement
Users are overwhelmed by the registration form's many fields, leading to a 70% drop-off rate and a mere 2.5% conversion rate.
KPI Before Changes:
Conversion: 2.5% (out of 100 visitors, only 2.5 completed registration).
Bounce Rate: 60% (60% of users abandoned the site during registration).
Drop-off Rate: 70% (70% of users dropped out mid-process due to the number of fields).
Average Completion Time: 2 minutes 10 seconds (too long for a simple registration).
Challenges
Overcome a cumbersome registration process with 9 mandatory fields, causing high abandonment rates.
Improve user onboarding speed and conversion to match industry standards (e.g., Kayak, Booking)
Collect additional user data (e.g., phone, country).
Reduce drop-offs and bounce rates to enhance user retention.
Collect additional user data (e.g., phone, country).
Reduce drop-offs and bounce rates to enhance user retention.
Customer feedback
We frequently received feedback from real users about the complexity of the registration process. Additionally, we observed user behavior on the registration page using HotJar.
Based on these observations, hypotheses were formulated, including reducing the number of fields and breaking the process into stages.
Design & Prototyping
Collaborated with designers to create intuitive user interfaces and interactive prototypes. Iteratively refined designs based on user feedback to enhance usability and visual appeal.
Development & Implementation
Leveraged agile development methodologies to build the scheduling app from the ground up. Prioritized feature development based on user feedback and technical feasibility. Implemented AI algorithms to analyze user behavior and optimize scheduling recommendations.
Solution
One-Step registration
The minimal design was created for faster registration. Users only enter email, password, and name. All additional information, such as country or phone number, is filled out later in profile settings.
We created a simple registration form with minimal fields and added the option to sign in via Google or Facebook. Additional details can be filled out later in the profile settings.
Results
Impact & Next Steps
Impact: A streamlined signup process boosted user onboarding, aligning Travellizy with industry leaders and enhancing user satisfaction.
Next Steps: Leverage insights to optimize other touchpoints, like booking flows, and explore incentives for profile completion.