Deskpro
Reducing friction of the signup experience
Reducing friction of the signup experience
Deskpro is a SaaS company that provides a helpdesk software for companies to manage their customer service. Despite serving world-leading organisations such as Microsoft and Panasonic, the website’s signup flow consisted of conversion-killing friction that deterred SMEs and potential clients. For three months, I worked with the CEO, the design lead, and two other interns on this project as a UX/UI/digital designer.
Date :
Jul – Aug 2018
Role :
UX, UI Design
Graphic Design
Research:
Sofie Kleborgh
Ben Rubinsztein
Research
As this project did not allow time for rounds of user interviews and usability tests, two interns and I were responsible for the research. To understand the product and the signup flow better, we split the research into four different parts:
• Interview the customer support team
• Examine the current signup flow
• Analyse other companies’ signup UX
• Study registration form best practices
Key Findings
Several problems were found. In general, the UI was inconsistent.
Second, the sign up flow lacked social autofill options; users were less motivated to complete the signup process.
There were some specific problems too:
• Users were redirected to a seperate page for download
• Some signup flows did not capture the user’s email and personal details
• To secure quality leads, an email confirmation process is to be added
Based on these findings, we proposed to incorporate the following
in the signup flow:
• Social autofill
• Motivation (social proof and testimonials)
• Minimise interruption, do not redirect users to another page
• Capture sufficient information throughout all sign-up flows
Final Design
What’s different?
The final design includes several signup flows according to different CTAs on the landing page, all of them capturing the data needed for targeted leads. The ‘regular’ and ‘on-premise’ download options are presented on the same page with detailed information. Social proof and testimonials are incorporated. UI elements are unified throughout the signup process.
Reflection
This project did not allow time for interviews and usability tests but took a lean UX approach. I learned to deliver a minimal viable product within a short time frame.
My three-month internship ended before seeing the impact and feedback of the new sign-up flow. Since the company did not incorporate conversion tracking softwares, I suggested using Google Analytics for tracking conversion rates on the website.