Tackling Registration Decline at Ria Financial
When registration numbers for Ria Financial’s online platform started dropping, it was clear something wasn’t working. This case study outlines how we identified the issue, collaborated with other teams, and implemented solutions to get our registrations back on track.
The screenshot seen here is an example of what our registration process looked like prior to redesign.
Challenge
Ria Financial’s online registration process is a critical step for new users. However, we noticed a significant decline in completed registrations, which directly impacted customer acquisition and business goals.
The challenge was to uncover the root cause of the drop-off and make the necessary changes to streamline the registration process.
Process
Analyzing the Problem
We started by digging into the data to figure out where and why users were abandoning the process:
User Journey Mapping: We visualized each step of the registration process to identify potential friction points.
Analytics Review: Analyzed user behavior data to locate specific steps with the highest drop-off rates.
User Feedback: Conducted surveys and interviews with customers who attempted to register but didn’t complete the process.
User testing: We ran users through our existing flow using UserTesting.com to host and deploy the survey/tasks and asked some questions about the experience. (The animation/video to the right is a user going through our prototype of the new concept registration process.)
Identifying Key Issues
Our research revealed two major problems:
Overwhelming Complexity: The registration form was too long, asking for unnecessary information upfront. Most of this information was not necessary to creating an account.
Poor Communication: Error messages were unclear, leaving users unsure how to fix issues and proceed.
Collaborating for Solutions
With the problems identified, we worked closely with designers, developers, and product managers to implement changes:
Streamlining the Form:
Removed non-essential fields and split the form into shorter, easier-to-complete steps.
Introduced progressive disclosure, showing only the fields relevant to the current step.
Improving Error Messaging:
Made error messages more specific and actionable (e.g., “Please use a valid email address” instead of “Invalid input”).
Added inline validation to catch errors as users typed, reducing frustration of multiple errors being presented all at once.
Adding Visual Feedback:
Introduced a progress bar/indicator to show users how far along they were in the process.
Impact
The updates led to significant improvements:
Increased Registrations: Registration completion rates rose by over 25% within the first month of the redesign.
Positive User Feedback: Customers reported that the process felt faster and easier to complete.
Internal Alignment: The collaborative approach improved communication and efficiency across teams, setting the stage for future projects.
Takeaways
Start with Data: Analytics and user feedback provided clear insights into where the process was failing.
Simplify Wherever Possible: A shorter, streamlined process made registration less intimidating and more user-friendly.
Communicate Clearly: Specific, actionable error messages reduced frustration and helped users complete the process.
By tackling the root causes of the registration decline, Ria Financial turned a frustrating experience into a seamless one, boosting customer satisfaction and driving growth.
Ria Money Transfer Registration - 3.0 (January 2019)