TVG REGISTRATION USER TESTING
RESEARCH ON THE NEW REGISTRATION FLOW DESIGN
6 weeks Project
PROJECT SCOPE
I started my research with the existing hypothesis that:
The new design will improve the user experience during the registration process.
The multistep form is more effective and intuitive than a one-page form.
There is a known user engagement drop at the SSN verification step and the new design may solve this issue.
Research Goal
Understand the user experience with the new registration flow and validate design changes.
Research Method
2 rounds of User Testing (1 week apart)
12 participants (desktop) 15 participants (mobile)
30 min video sessions
PERSONA
I created a high-level user persona for this project to better understand the testing results in relation to the participants’ needs, goals, motivations, and frustrations.
VIDEO SESSIONS
Round 1
During Round 1 of testing some key findings were revealed and reviewed by Design & Product Teams, so the necessary design changes were made before Round 2 of testing.
Round 2
Testing an updated design flow.
KEY FINDINGS
Round 1:
The instructions per each step weren’t prominent enough due to their placement
Password requirements seemed excessive
An unclear option for a TV provider dropdown at the final review step of the signup form
Unwillingness to provide a full SSN that was required during the identity verification process.
Inability to explore the site from the signup flow (including failed verifications)
Unintuitive progress bar
A back-end bug was causing verification failure during testing
Desktop users thought that a one-page form was faster to fill out vs clicking through multiple steps
Overall Simple
When asked to rate how easy their experience was (1-10), the majority of users gave lower scores because of the error caused by a bug.
Changes that were made based on the findings:
Re-worded and more prominent instructions
Re-wording of the dropdown at the review step
Providing more information to SSN requirement
Progress bar re-design
A bug was fixed
KEY FINDINGS
Round 2:
The SSN step was more smooth and more users were willing to provide their 9 digits after reading the explanation to this requirement
A big impact on customers' decision to enter the full SSN had the discovery that TVG was a part of a bigger and more well-known brand FanDuel. Seeing TVG on the app store, reviews and feedback online was a big point of validation, and encouraged to trust the process on the SSN step.
Some of the users couldn’t verify their identity successfully and the error experience was frustrating.
Having to reach for CS on the error screen, customers didn’t have a positive experience with the CS bot and preferred talking to a real person.
Desktop users thought that a one-page form was faster to fill out vs clicking through multiple steps
A more intuitive progress bar and instructions overall.
Higher Score
Overall, the experience was much easier and smoother during Round 2. Some users lowered the score because of the verification failure that was caused by their recent change of address and requirement for proof of address.
Changes that were made based on the findings:
Lifting some of the password requirements
Keeping the multiform but combining some of the steps based on the user feedback
Other suggestions were taken into consideration and implemented later on, gradually.
CONCLUSION
This project shows how crucial it was to conduct proper user research at earlier stages before design implementation. Testing helped uncover a back-end bug, helped understand the customer journey during registration, and the main pain points of the process. Also, the hypothesis about a multi-step form was proven wrong for the desktop registration.
Applying subsequent changes made the final registration process seamless and user-friendly.
Further post-release data showed that the number of successful registrations increased
The time spend on registration decreased
The amount of CS tickets related to registration and verification tickets decreased