The Assignment
Starting from the objective to revolutionize our customer acquisition process to provide the best customer experience in the industry, perform an analysis which should include:
- Understanding the legal requirements for each market;
- Looking at competitor websites across jurisdictions;
- Recommend best onboarding practices and recommend a programme plan overview on how to reach our objective
The Approach
I have performed a full analysis of 52 websites and have reviewed the reg journeys on 28 of the company & competitor websites.
Plus, I’ve covered a high level overview of Regulatory Onboarding and Account Creation requirements for each Jurisdiction.
The following best practices were identified as part of this analysis:
-
- Implement registration journey optimizations, including reducing the number of fields, transitioning to multi-step forms, integrating address auto-lookup
- Implement UI/UX improvements, streamline the registration flow, and incorporate feedback from user testing.
- Integrate attractive welcome offers within the registration process, ensuring a seamless transition from registration to first deposit.
- Strategically engage users who abandon the registration process, addressing concerns and providing incentives to complete the journey.
- Test, track, measure, and understand customer behaviour data, to drive continuous improvements.
Jurisdiction & Country Analysis & leaderboard against competitors
I have then scored each website to generate a leaderboard, based on the following criteria:
-
- Number of fields on each registration flow for each of the 28 analysed websites;
- Form Type (single or multi-step)
- Address Verification – automatic lookup system
- Account verification methods
- Welcome Offers integration into the registration journey
- Abandon Journey flows to keep the customer within the registration journey
Then, I have progressed to writing requirements and designing solutions to create the leading onboarding customer experience in the industry, including:
-
- Created AS IS Vs TO BE UX, UI & Data proposals, based on the current websites experience
- Written a Business & Product Requirements Document
- Created a Programme Plan Overview – on how do we get there, including:
- User stories
- Acceptance criteria
- Contextual, design-based specifications for front-end development
- CMS Configuration & Data Tracking Requirements for Back-Office and Back-End development.
- Created AS IS Vs TO BE UX, UI & Data proposals, based on the current websites experience
- Important notes:
- As this was a highly complex tax, with a big footprint and involving multiple disciplines, it had to be broken down into multiple requests, which I was able to deliver in interations.
- This Agile plan provides a structured approach to progressively enhance registration journeys, ensuring that improvements are data-driven, user-tested, and aligned with both company goals and market-specific nuances.
- It accommodates a continuous improvement mindset, allowing the team to adapt to changing circumstances and leverage insights for ongoing enhancements.
Ready to embark on a digital journey together? Whether you’re a company seeking innovative solutions, a client looking for personalized services, a prospect interested in collaboration, or a recruiter exploring potential partnerships — I’m here for you.