Making it easier for people to signup

🕐 min read

Removing friction and improving the registration flow for our mobile & desktop account experience

Overview & role

In early 2017 I was the sole designer tasked with addressing major flaws in our sign up / registration flow, whilst also exploring new ways to reduce overall friction on our mobile web and desktop experience.

Having an account greatly improves our core experience, allows users to sync across multiple devices whilst empowering home buyers with notifications, emails and the ability to track properties.

Problem & opportunity

A disturbing number of calls to our amazing customer service team were from both users and customers (realtors) with issues signing up or logging in. It wasn't clear where to sign up or join or how to find the separate login for customers.

Droves of realtors would call our amazing customer care team and complain about one thing: can't log in

We also had to manage the challenge (at the time) that most users are not signed in to Facebook or Google in their web browser which limited the common fallback of using a social account to sign in.

Partnering with our lead researcher, we pored over research papers, interviews and metrics as well as listening in with calls from customers and consumers alike. Their problems were almost universal: didn't know where to sign up and found the current process too cumbersome.

We also identified some basic flaws with the interface which made the process even more difficult.

Nice try, kudos for looking at the source code ;)