Fair Onboarding

Role: UX Lead  

I was tasked with leading the charge to convert more users from install to accounts created. I worked closely with key stakeholders from Engineering, Executives, Data Science, and Product Managers. The end result led to a 19.67% increase in conversion. 

The data was a great starting point to see where in the flow the dropoff was happening. From there, I did user research to see exactly why the dropoff occurred. Two key takeaways, too much private information was being asked before users could start shopping and it took a lot of effort from users to sign up. Many users didn't have their driver's license with them and were confused by what the "prequalified offer amount" meant.