Invaluable
Invaluable the online live auction marketplace approached us with the challenge to improve their account creation flow.
The problem
Data was showing a significant drop at each page transition of the account creation main flow. Numbers of people dropping at each stage. The goal is to improve the registration rate while providing a more pleasant and interactive experience.
This was the original account creation page. It was very bland and the action button was cut off because it was not on screen.
Guerilla card sorting at South station yeld some results that we then sorted and incorporated in our approach to a solution.
Competitive research
Our team was able to identify a number of players in the field. We studied what they From there we picked a few existing solutions that seemed appropriate for our audience and listed them as options to our client. It turned out that the client had some technical restrictions that prevented them from implementing some of these solutions, while others were a bit too much for the present settings and could only be implemented with difficulty.
The team meeting with Invaluable Design Director Emily Rawitsch, User Experience Designer Marlene Jandricic and Product Manager Hadley Planting.
The process
We were lucky to work with a client who was willing to take us and guide us through the complexities of their website for which we gained a lot of new appreciation. Through heuristic evaluation, post its sorting, interactive wireframes and clickable prototype we learned to ask questions and listen to figure out a possible solution to the problem through simplifying the registration process, provide timely feedback and massage the tone and feel of the form.
Here is an Invision prototype: https://projects.invisionapp.com/d/#/console/3613958/78888918/preview
Our solution
The problem seemed simple. Yet it proved more difficult as we stumbled upon detail after detail that needed to be addressed. What happens when someone enter the information? What if they enter something wrong? How can we make sure we get the information we need to create an account? What about the experience of the person feeling the form? How do they feel? Is that in tune with a sophisticated but not exclusive approach?
We are currently working on this but it proved to be one of my favorite piece of work so far.
We are currently working on this but it proved to be one of my favorite piece of work so far.
