Registration Confirmation

User Research and UX Design on eCommerce website

**Due to NDA Agreement, the logo and company name will be emitted**

Project Description

Redesign the registration confirmation page to enhance clarity, ensuring users can proceed through the website with confidence

Competitive Analysis

Competitive analysis of what and how information is presented on the registration confirmation page when users create a new account.

Competitor Matrix

Created a competitor matrix in order to better identify features and trends of what happens when a user registers an account on an eCommerce website.

Key Findings

Most competitors have a confirmation page/view and automatically sign their users in after they register for an account.

After registering, competitors took users to one of the following:

  • Home page (25%)

  • Account page (31%)

  • Separate confirmation page (44%)

Competitors use different confirmation page variations that include a combination of the following features:

  • “Thank you” message

  • Message than an email will be sent

  • Links to products/categories

  • Link to Homepage

  • Subscription options

  • Help/contact section

  • Benefits information

User Research

Created a research plan that prepared me for moderated user interviews, which were conducted to better understand customer expectations of registration confirmations. I conducted moderated user interviews via UserTesting.com with desktop audio functionality.

Study Goals

  • Understand customer expectations for registration confirmation

  • Understand what information/interactions are helpful to include from a customer perspective

Research Plan

User Testing

Utilized UserTesting.com to conduct moderated user interviews in which I spoke to participants that matched with the following criteria:

  • B2B Purchasers

  • Online purchasers

  • Purchased from a B2B company in the past month

Rainbow Charts

A “Rainbow Chart” is a tool that is used to better analyze data. Each color represents a different participant, and using rainbow charts, I am able to clearly take notes about each of the participant’s responses. Once I finish all the interview notes, I created another chart that allows me to better analyze and visually see trends based on the participant answers.

Key Findings Based on User Research

“Continue Shopping” link doesn’t take users where they expect

  • Most users expect it to take them to what they were viewing before registering

Most users place a lot of importance on emails when it comes to registering for an account

  • First instinct of most users after registering an account is to check email

Most participants found registration confirmation page to be vague/lacking in information

  • No time frame of when account will be activated

  • Continue Shopping” implies continuing where user left off before registering

  • “Register” instead of “Registered” makes some users question if they registered or not

Presentation and Documentation

Created a final report and presentation. Afterwards, I held a research review where I presented out background information and the data from my research to the necessary stake holders.

Ideation

Held an ideation with other UX designers and the team responsible for the registration and confirmation pages

“What we know ______?” is an ideation form that is meant to get the participants thinking about how they can solve various problems that users had with the registration confirmation process

Create Concepts

Based on the research and ideation, I began to create concepts on how to improve the registration confirmation page. Ultimately, after multiple design reviews and creating various iterations, I ended up with two final designs, which we then started to begin user testing on.

Current Design

Final Designs

Usability Testing

With the final designs, I began to start user testing.

First, I created a usability test plan which lists out the goals, methodology, participant profile, format, script, and questions that would be used. Two separate tests were run in order to examine the two registration confirmation concepts, allowing me to determine which registration confirmation page was the best fit.

Usability Testing Takeaways

After usability testing, I compiled and analyzed the data. In the end, the modal concept worked the best for the users. The users’ main goals were to go straight to shopping, which the modal model allowed them to do as it navigated them directly to the home page. The home page allows the participants to clearly see what is available on the website. Not only that, but the modal has the necessary information that informs the user that they will get notified through email once their account is created. Along with the informational modal, there is an transparent overlay over the home page that allows the users to still be able to see that they are on the home page. Because of that, users were able to conclude the “shop now” button closed the modal, revealing the home page.

Takeaways

  • Designing With Constraints: Because there is already a set style in place for the company, it has allowed me to focus more on solving the problem the customer or user is facing.

  • Holistic Process: Went through whole process of both user research and UX/UI design, which taught me about each step that much be taken at a B2B company when doing both research and design

  • Skills: Taught me how use UserTesting.com, Quantum Metric, and I learned valuable collaboration skills