Travellizy - Improving registration process
Travellizy is a platform for booking airline tickets, aiming to provide a seamless experience for travelers. The primary goal of this initiative was to increase user engagement and time spent on the platform by introducing new features, including a social network for travelers and a travel blog.
My Role
Product Designer
Timeline
2021-2022
Tools
Figma
Problem Statement
Users are overwhelmed by the registration form's many fields, leading to a 70% drop-off rate and a mere 2.5% conversion rate.
KPI Before Changes:
Conversion: 2.5% (out of 100 visitors, only 2.5 completed registration).
Bounce Rate: 60% (60% of users abandoned the site during registration).
Drop-off Rate: 70% (70% of users dropped out mid-process due to the number of fields).
Average Completion Time: 2 minutes 10 seconds (too long for a simple registration).
Challenges
Overcome a cumbersome registration process with 9 mandatory fields causing high abandonment rates
Improve user onboarding speed and conversion to match industry standards (e.g., Kayak, Booking)
Collect additional user data (e.g., phone, country)
Reduce drop-offs and bounce rates to enhance user retention
Collect additional user data (e.g., phone, country)
Reduce drop-offs and bounce rates to enhance user retention
Competitors
I examined the registration pages of major competitors to benchmark our process. Most use simpler forms with fewer fields, often just email and password, and some offer social logins. This suggests that reducing form complexity could improve our user experience and conversion rates.
Customer feedback
We frequently received feedback from real users about the complexity of the registration process. Additionally, we observed user behavior on the registration page using HotJar.
Based on these observations, hypotheses were formulated, including reducing the number of fields and breaking the process into stages.
Proposed Solutions
The stepped version showed that users still found it lengthy. We decided to further reduce clicks by simplifying registration into a single step.
The minimal design was created for faster registration.Users only enter email, password, and name. All additional information, such as country or phone number, is filled out later in profile settings.
https://travellizy.com/en/signup
We created a simple registration form with minimal fields and added the option to sign in via Google or Facebook. Additional details can be filled in later in the profile settings.
Impact & Next Steps
Impact: A streamlined signup process boosted user onboarding, aligning Travellizy with industry leaders and enhancing user satisfaction.
Next Steps: Leverage insights to optimize other touchpoints, like booking flows, and explore incentives for profile completion.