Refining a registration flow post-regulation
After expanding into new markets with complex regulatory environments, a sports-betting platform needed support to identify ways to optimize their registration process.
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UX review of the platform’s registration flow
UX review of 4 competitor registration flows
UX review of ‘comparator’ registration flows
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My role: User experience consultant. I collected and reviewed registration flows, made recommendations, and presented these to key stakeholders and client teams.
Agency: Two Igloos
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Developed benchmarking criteria by reviewing competitors
Identified areas for improvement within the current registration flow
Developed a set of actionable research-based recommendations
The project
User Journey Mapping
As the brand entered new markets the need to meet differing regulation in each had led to an overly-complicated onboarding process with high drop-out rates. To get a complete picture of the issue we reviewed the platform’s registration flow, and created a detailed map of the journey.
We presented the above map as an interactive pdf. Clicking on each step opened a screenshot of that part of the journey. From this, we recommended broad areas of improvement.
Competitor review
Next we reviewed competitor registration journeys, and created maps for each. We grouped our observations into six thematic areas and used these as benchmarking criteria for our client’s flow. So that this work was actionable, we suggested ways the brand could improve in each area.
Comparator review
We also reviewed a range of onboarding flows in the financial services sector as this sector faces similar regulatory challenges. Again, we grouped our observations into thematic areas and suggested ways that the company could improve its onboarding journey using these as reference points.
