Verizon - Registration
Redesigning Verizon's registration experience
Verizon has a staggering 150 million customers. However, most don't register, creating a missed opportunity for engagement.
I designed a reinvented registration experience which increased customer registration by 20% over six months, exceeding engagement KPI's.
The Problem
Verizon is a massive company with just over 150 million customers. However, only 20% of these customers registered, resulting in a less than ideal customer experience and millions of dollars in customer engagement left on the table.
The goal was to design a new customer registration experience with a streamlined, concise, and intuitive flow.
Opportunity/KPIs
- Increase registration by at least 10%, from 18% to 28%.
- Increase current Net Promoter Score (NPS) by 4 points, from 4 to 8.
Team
Lead Product Designer (Me)
Product Design Team
Developer Team x5
Content Strategy Team x2
Research Team x3
Product Owner
Executive Leadership
Tools
Figma
Figjam
Sketch
InVision
Jira
Usertesting.com
Adobe CS
Google Suite
User Research
Agile
Miro
Timeline
Six months
Approach
Transforming the registration process was a massive undertaking, spanning cross-functional teams across countries and continents. Teams were guided by an agile project framework and relied on digital tools to collaborate virtually and in person.
Stakeholder Collaboration
Successful delivery of the reinvented registration relied on close collaboration with multiple stakeholder teams across mobile and desktop platforms and spanning three of Verizon’s biggest lines of business - Fios, Fixed Wireless Access, and Mobile Wireless.
Existing Registration Experience
The existing registration flow was lengthy and incorporated a long form with redundant and unnecessary fields. This flow was composed of two parts - "service look up" and "profile creation", making the experience even more cumbersome and decreasing the likelihood of conversion.
Research showed this comprehensive registration flow had a 60% abandonment rate with only 10% of abandoning customers eventually returning and completing the flow.
User Research
To better understand why customers weren't completing registration, I conducted usability testing to understand pain points with the existing flow.
This testing consisted of a series of 20 remote, moderated sessions. Feedback and insights are highlighted below.
Service Look Up
Insights - Service Look Up
Know the customer
Rather than Verizon being able to recognize which service the user has, the user is asked to provide this, decreasing user trust as most users think they should be recognized.
Only ask for necessary information
Qualitative research showed that customers are frustrated with the numerous forms of knowledge-based information - PINs, One Time Passwords - required throughout the Verizon ecosystem.
Don't ask customer to start over
Research showed that the two-minute time limit is insufficient to approve the request - participants are often interrupted mid-task, and upon return, they are forced to restart the registration process.
Consistency and simplicity are key
Approval content is excessive, and this screen had a different design style than other screens in the flow, creating inconsistency in the experience.
Profile Creation
Once their identity has been verified and their service has been found, the customer is presented with a long and cumbersome profile creation screen.
Insights - Profile Creation
Remove "Confirm email address" field
Use email as user ID
Collecting email twice is redundant and doesn't align with the industry standard pattern of collecting it once.
The customer is required to create a user ID along with providing their email. This is redundant and inefficient, costing the customer's time and a factor leading to abandonment.
Eliminate "hard to guess" password requirement
This requirement is not measurable nor quantifiable by the user and further contributes to frustration.
Remove "Confirm password" field
A single password field with unmasking capability allows sufficient verification of customer's entry.
Remove "Secret Question and Answer"
The secret question has been removed from the profile creation flow and implemented as a follow up step.
Make Terms & Conditions acceptance passive
Incorporating a CTA to confirm acceptance is antiquated and an unnecessary use of cognitive load.
Remove content indicating what CTA will do
Good product design conveys what will happen next without requiring supporting content.
At this point, based on research and usability studies performed thus far, I had gained a solid understanding of the pain points in the existing flow and improvements necessary to provide the desired experience.
Competitive Analysis
This analysis looked at leading tech companies with the goal of understanding how to create a simple, intuitive, and delightful registration experience for Verizon’s customers.
Verizon
AirBnB
Amazon
Apple
Lyft
Netflix
Spotify
Heuristic Analysis
This analysis incorporated Nielsen Norman Group's 10 usability heuristics to help identify which company's user experience performed best.
Visibility of System Status
Consistency & Standards
Recognition vs Recall in User Interface
Aesthetic and Minimalist Design
Help & Documentation
Match System to Real World
User Control & Freedom
Error Prevention
Recognize, Diagnose, & Recover from Errors
Flexibility & Efficiency of Use
Average Score
Verizon
Apple
Amazon
AirBnB
Netflix
Lyft
Spotify
Average Score
Affinity Mapping
Creation of an affinity map helped establish trends across the data points the comparative analysis, heuristic analysis, and user research had provided.
How Might We
"How might we” questions were informed by the key insights distilled in the affinity mapping process.
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How might we ... simplify the customer registration process while collecting necessary information?
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How might we ... encourage more customers to complete the Verizon registration process?
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How might we ... provide a simpler, intuitive, and rewarding means to register?
User Flow - Proposed
Solution
After several rounds of user testing and follow up iterations, the design was ready to be shared with the development team and the production process commenced.
Successes
1 - Collaboration with the development team resulted in using the email address as the customer's User ID, which aligns with best practice as well as customer expectations.
2 - Deep collaboration with the security and fraud team resulted in the removal of the "Secret Question and Answer" section from the profile creation screen.
3 - The excessive amount of content and number of checkboxes the user is required to accept in order to register has reduced from two to one.
4 - Review with the content strategy team led to the copy below the CTA being removed.
Collaboration with the development team resulted in using the email address as the customer's User ID, which aligns with best practice as well as customer expectations.
Review with the content strategy team led to the copy below the CTA being removed.
The excessive amount of content and number of checkboxes the user is required to accept has reduced from two to one.
Deep collaboration with the security and fraud team resulted in the removal of the "Secret Question and Answer" section.
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Continuing efforts
1 - While the "Confirm email" field was successfully removed, due to concerns from the account security team the "Confirm password" is still in place. Conversations with the security team are ongoing and removal of this field is likely in the near future.
2 - A passive form of Terms & Conditions acceptance has not yet been implemented. However, discussions with the legal team are ongoing and have paved the way for future implementation.
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Due to concerns from the security team, the "Confirm password" field remains. Conversations are ongoing and removal is likely in the near future.
A passive form of Terms & Conditions acceptance has not yet been implemented. Discussions with the legal team are ongoing.
Impact
Implementation of the new registration experience resulted in a 19.45% increase in completed registrations within six months of release, nearly doubling the the targeted increase of 10%.
Additionally, the new experience led to a nine-point increase in NPS, from 4 to 13, more than doubling the four point target.