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Further Plan - Data Tracking
To refine our data tracking approach beyond general strategies, I am considering and discussing with the product manager more precise data tracking methods to support ongoing A/B testing and product iteration.
Pinnacle - web design
How data and research guide design
Registration Experience Redesign
Defined the key metrics to improve conversion and user satisfaction
Role
UX Designer
10/2023-03/2024
Timeline
Responsibility
• Data-Driven Design
• A/B Testing
• Demand Breakdown
Background
Due to the addition of MFA across the site, I was responsible for optimising parts of the registration page experience and adding MFA verification. We observed a slight increase in new users in a short time. To investigate whether we can attract more new users, stakeholders decided to redesign the registration form. Given the limited data currently collected by the team, this is also an excellent opportunity to reset the evaluation plan for this page.
Requirement
Analysis
Design Requirment
Design and build a new registration form
Design Purpose
A new registration form that can be managed as a modularised form to configure the country and jurisdiction-specific forms with ease.
Design Goal
SUCCESS MEASURE
Tech Goal
1. Allow flexibility in the field configuration for each jurisdiction
2. easy to collect data and update which we can achieve that from all the data fields updates require an update to the Arcadia code.
Tech Goal & Insight Goal
Modularised form, improve development efficiency
Insight Goal
Create a form that easy to integrate with any 3rd party data aggregations to check
Product Goal & Metrics (vs last 30 days)
1. Improve registration start to verify rate to 25% (current value is 19%)
2. Keep the completion of registration form in 3 mins (current value is 3m 49s)
Product Goal
Improve the user friendliness, reduce user drop-off rate
Project Plan
High drop-off rate from step 1-2
Over 50% drop-off rate may be caused by accidental clicks on the sign-up button, an overwhelming first step with too many fields/steps, or a lack of incentives to continue.
High Time Cost Indicates Friction in Mid-Sign-Up Steps
Although steps 2 and 3 only contain 6–7 questions, users are spending over a minute on them—suggesting potential usability issues that could be improved.
Drop-Off at Verification: Missed Expectation After Sign-Up
Nearly 20% of users abandoned the journey at the verification step, likely due to a lack of awareness that verification was required to place a bet.
Research and Analysis
/ How to analyse problems with current experience
Data Analysis
Heatmap Analysis / Screen Recording Tracking
UX Audit
Summary of Experience Issue Audits
Competitive Analysis
Summary of Walkthroughs on Experience Issues
Analysis and Potential Solution
/ Analyse the main issues affecting the experience
Simplify navigation and reduce unnecessary actions
Users want a clear and straightforward registration form with fewer actions and an easier way to review or modify the entered information
Time-saving and Easy Interaction
Excessive registration details lead to long sign-up times. Users prefer to reduce this time through helpful hints or more user-friendly interactions during the process
Smoothly transition from post-registration
After registering, most users expect to start betting immediately, but repeated logins, account verifications, and funding can significantly frustrate them
Analysis and Potential Solution
/ Analyse the main issues affecting the experience
A/B Testing
From early A/B testing:
- We can identify design divergences and reach a consensus on the solution with the product team.
- Clarify different factors affecting user experience and verify those impacting product conversion.
- Support core data growth, assess the highest conversion solutions, and optimise product experience.
Sample: 26 individuals aged 19-54 (11 PW website visitors and 15 affiliates/experienced bettors). Among the 26 participants, 18 are customers of our product or other products, and 8 are from affiliate companies with no betting experience
Further plan of A/B testing once the concept is delivered:
- The one-page registration format will proceed, supported by further A/B data tracking. We'll place buried data points at each field to monitor dropout rates and completion times.
- The new form will debut in Ontario for the first sprint, with its performance compared to the old form to determine which offers a better registration experience."
73%
Concept Preference
(Concept2）
77%
Perceive concept 2
saves more time
63%
Perceive concept 2
experience is user-friendly
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