Making sign-ups seamless — a UX case study

Improving the sign-up experience on the GoIbibo mobile app

Signing-up on a platform shouldn’t be painful — it should be fast, smooth and intuitive. That’s why we set out to make it as easy as possible for a user to join the GoIbibo family.

What was the current flow like?

We examined our current Sign-Up page, and identified the problems it carried with it.

A few screens from the old Sign-up Flow

1) Noise & Low Discovery of Value propositions

Banners cover 50% of the screen — they’re overloaded with text. Most of the information is in the form of a carousel, which comes with its own set of issues.

2) Too Many Choices

There are five different CTAs to choose from on this screen. Notice that the ‘social’ login buttons are just as prominent as the ‘Enter Mobile Number’ field — even though they lead to far fewer conversions.

3) Login or Sign Up?

You shouldn’t have to think about whether you’re logging in or signing up. That’s not your headache, its ours.

4) Too many questions

Asking for too much information during onboarding was leading to drop-offs. Users wanted to land on the homepage as quickly as possible.

5) Aesthetics

The colours don’t instil a sense of vibrancy or freshness, and don’t resonate with the happy, fresh, youthful theme of our app.

Defining metrics for success

Now that we’ve identified the pain points, how do we measure the success of our endeavour? This was a question we needed to answer before setting out to solve these problems. So, we decided on a clear and measurable metric:

Goal: Increase the % of users successfully signing up on the app

How we attempted to solve this

Flow fixes

• Unify the Login and Sign Up paths — and move the Referral option to later in the process
• Keep the keyboard open on landing
• Incentives and onboarding screens are shown only on first app launch
• Less questions! — we stuck to asking only for your name (and only if you’re new)
• CTAs and copy were tweaked e.g. “Done” vs “Continue”

UI Clean up

• Remove noise — have one prominent focus area on the screen (Enter Mobile Number)
• Liberal use of white space
• Use of Orange and Blue as our primary and secondary colours to usher in the ‘Happy’ effect and stay true to our brand

Impact

As they say, the proof is in the pudding. After going live with these changes, we observed the difference in the overall and step-wise conversions between the Old and New flows.

Time period for older flow — (9th to 15th Jan 2020) & New flow — (16th to 22nd Jan 2020)

At just 20% adoption of the new app version, the overall conversions improved by 13%.

The conversions at this step of the flow (Adding personal details) increased by 6% on asking for just the user’s name

The number of people who were skipping Sign-up, using the Android Back button, dropped by 28%

What we learned

• We successfully hypothesised pushing users to the Mobile number flow by hiding the Social login options would lead to higher conversions
• Having the keyboard open by default fared better than having it closed

What‘s next?

Our work is far from done, and there’s always room for more improvement. As a team, we continuously strive to make our users’ experience with GoIbibo better and better. Till next time!