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ANDRES ROYO
UX UI Product Design
Taxdown
The Objective
Research, identify problems, and propose solutions to increase customer retention when Sign Up & Login in Taxdown.
Investigation
During my work at Taxdown, I was one of the people in charge of the Sign Up / Login project. This project arose due to the fact that throughout the current year's campaign, it was identified that almost 20% of users failed when doing Sign Up / Login, that is, they started it and did not complete it.
Sample of 111,046 usuarios
Identifying that the percentage of users not completing Sign Up / Login was too high to be the first step in the flow, we set out to investigate the reasons that could be causing this.
Mapping the variables
A mapping of the Sign Up / Login process was made in which the we identified the different paths that the user has in order to register and enter Taxdown, going screen by screen. This consisted of doing the process of each of the variables step by step, seeing the events generated in Customer.io and Amplitude on each screen and with each action point.
Example I: Web_Taxdown_Mail
Example Il: App_iOS_Mail
Data Analysis
When analyzing the percentage of Amplitude users who had not completed Sign Up / Login, it was identified that part of the users did not register the event, but they had complied with the action that should generate it, thus including them in this percentage.
This was due to several factors, such as the Sign Up / Login with Google or Apple ID variables, which, being external to Taxdown, do not generate the events. With this data, we re-analyzed the fall of users in Sign Up / Login and it was found that there was a margin of error of almost 40%.
Problems identified
When confirming that the data was not correct and the percentage of users who were not completing Sign Up / Login was actually incorrect. We decided to go directly to the users to really understand what were the problems they were having when finishing the Sign Up / Login process. With the help of Intercom and the incidents that our users created every day, we were able to identify the following problems:
Usability problems
Uppercase used in their email
Some devices in which the keyboard configuration automatically enters the first letter in uppercase, gave the error "The email must be a valid email" even though the email was correct. This error was corrected simply by entering the first letter in lowercase.
Warning "uncommon" emails
Domains like those of some of our partners, threw a warning of “Uncommon emails" sometimes cannot be verified. We recommend a personal email. This error was due to some users not typing the domain correctly, such as “Carrefur” instead of “Carrefour”.
Bugs
Account verification error: AdBlocker
Due to the configuration that some browsers have, it is possible that they had advertising blocking activated. Due to this, it was showing a problem accessing the website where the account was verified. This error was solved by deactivating the AdBlocker to be able to access the link without any problem.
The account verification email did not arrive
Some users receive the email to verify the account. This is due to several factors, such as AdBlocker, email settings, and strange email domains, among other things. This problem was solved by trying another email address as an alternative.
Solutions
Once the problems some users had during Sign Up / Login were identified, we set to work to create tactical solutions that would improve the user experience and retain more users during this part of the flow.
Bot: contact with support
We created an automated Bot launched at the time the account verification email was sent and where users had more problems, thus achieving more direct communication with the support team in charge of these incidents to quickly provide the user with a solution.
Redesign proposition Sign up / Log in
We identified that most of the usability problems and bugs that we had found did not occur when Sign Up / Login using Google or Apple ID. Several of the steps such as account verification are not carried out with either of these two variables, since to have a Google or Apple ID account, they had to have verified it at the time.
For this reason, we decided to redesign the Sign Up / Login screen, giving more visibility and importance to access with Google and Apple ID, encouraging them to be the first options to carry out the process. On the other hand, we plan to give the user another alternative other than email, also including in the redesign, the option to verify using a mobile phone.
Present
Proposition
