UX / Information Architecture
UX / Information Architecture
Designing a Registration
Form that Minimizes Dropout
Designing a Registration Form that Minimizes Dropout
Creating an online registration form for business loans
Creating an online registration form for business loans that minimizes dropout
Team Deloitte Digital - A designer (myself), a design lead, and a consultant
Client KDDI (a major telecommunications company in Japan)
Role Research, Analysis, Ideation, High-fidelity Wireframing
Type Desktop site
Timeline 4 weeks, April 2018
*Original work was done in Japanese for clients. I have translated the work into English for this case study.
Team: Deloitte Digital
Client: KDDI (major Japanese telecommunications company)
Duration: 4 weeks
Deliverable: High-fidelity wireframe
Members: Designer (myself), Senior Designer, Consultant
Device: desktop
Challenges
Creating an online registration form for loan application that minimizes dropout.
Challenges
Creating an online registration form for loan application that minimizes dropout.
Vision
Loan applicants will be able to smoothly complete the registration form and apply for business loans without getting frustrated and dropping out.
Vision
Loan applicants will be able to smoothly complete the registration form and apply for business loans without getting frustrated and dropping out.
Deliverable
A high-fidelity wireframe of the registration form.
Outcome
A high-fidelity wireframe of the registration form.
Background
KDDI, a major telecommunications company in Japan, is launching a new online business loan service for their e-commerce shop owners. A senior designer, consultant, and designer (myself) from Deloitte worked closely with KDDI's e-commerce division to create a flow and prototype for the online application process that would help validate the service concept. Beacause the process for application differs for individual business owners and corperations, we created two different registration forms for each account. In this portfolio I will be presenting the form design for individual business owners.
Problem
Registration forms are known to have very low conversion rates; according to formstack, form conversion rates across all industries averages out to 11%. We were expected to have even lower conversion rate for this project, as registration form for loan application requires more inputs than average registration forms. Our mission was to design the registration experience to be as smooth as possible in order to minimize the dropout rate and raise the conversion rate.
Users
We were to design the registration forms for the business/shop owners of the client's E-commerce service, who are interested in applying to business loans online.
Background
KDDI, a major telecommunications company in Japan, is launching a new online business loan service for their e-commerce shop owners. A senior designer, consultant, and designer (myself) from Deloitte worked closely with KDDI's e-commerce division to create a flow and prototype for the online application process that would help validate the service concept. Beacause the process for application differs for individual business owners and corperations, we created two different registration forms for each account. In this portfolio I will be presenting the form design for individual business owners.
Problem
Registration forms are known to have very low conversion rates; according to formstack, form conversion rates across all industries averages out to 11%. We were expected to have even lower conversion rate for this project, as registration form for loan application requires more inputs than average registration forms. Our mission was to design the registration experience to be as smooth as possible in order to minimize the dropout rate and raise the conversion rate.
Users
We were to design the registration forms for the business/shop owners of the client's E-commerce service, who are interested in applying to business loans online.
Approach
Competitor research
Long registration forms with endless input fields can often discourage users from completing the form. We aimed to simplify the forms as much as possible by asking for minimum amount of information necessary for the application. Before deciding on which input fields to include, we researched other online loan application services to see what kind of information they required from their applicants. We made sure that our registration form will require the same or less amount of information than the competitors' registration form, as every extra field included can affect the conversion rate. We also worked closely with a consultant specialized in law and finance, as knowledge regarding the legal requirements for loan application was crucial.
"What is the minimum amount of information we need from the applicants?"
Explore Solutions
After deciding on the information to ask in the registration form, we sketched out the possible screen designs and flows that could minimize the registration dropouts. As dropout rates tend to increase whenever users are directed to a separate page, we aimed to create a flow that would keep the users within the main registration process at all time, even when providing supplimentary information.
Solutions
Preparing the users
Tackling tasks without having the prior knowledge of what to expect can be a frustrating experience for the users. Thus, not informing users how long the registration completion is going to take or what documents are required in advance can directly affect the conversion rate, as the chances of dropout will increase everytime the users leave the registration form to go look for the required materials.
To avoid the above, we created a preparation page that explains:
- how long the entire registration process should take in total
- what documents will be required later on in the process to upload
Efficient input system
Higher number of input fields lead to lower conversion rates. Although loan application requires substantial amount of financial and legal information, we tried our best to minimize the number of input fields by limiting the input field to the information that were absolutely necessary. In addition, we also tried to make the registration as efficient as possible by using the following:
- Smart-defaults and pre-selected data- Information tied with the login account will be filled automatically after the applicants input their ID, to simplify the process.
- Immediate validation & feedback- Immediate validation and feedback is provided when the text box is filled, to prevent the users from having to go back and fix errors after filling out the entire form.
- Autofill- Once the user filled out a valid zipcode, an autofill button is provided to allow users to automatically fill in the city, state, and street address based on their zipcode.
- Displaying numbers of remaining input field- Having an endless list of input fields can be quite daunting for the users. In order to encourage completion, we displayed the remaining number of input fields in the footer to give them sense of how much progress they have made.
Providing additional information
Another challenge was to find a smooth way provide additional information without directing the users to a separate page to prevent dropout. In the preparation page mentioned above, we avoided directing the users to a separate page by using a pop-up window to display additional information regarding the required documents, when hovered on the each document type.
We faced the same challenge in the document upload page. Here, we have provided additional information to the side whenever the user selected the type of document to upload on the radio button.
Final Design
The final design consisted of 5 pages for each account : preparaton page, information input page, document upload page, confirmation page, and a completion page. The design shown here were catered for individual business owners; we have also created different version of registration forms for corperations, which required different types of information and document uploads.
Final Design
The final design consisted of 5 pages for each account : preparaton page, information input page, document upload page, confirmation page, and a completion page. The design shown here were catered for individual business owners; we have also created different version of registration forms for corperations, which required different types of information and document uploads.
What's next?
Once the concept is validated through testing, we will proceed to creating a high-fidelity prototype.
What's next?
Once the concept is accepted by the clients, we will proceed to creating a high-fidelity prototype.
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