Case Study · Flyhomes Sign Up Flow

  • Incremental Design

  • A/B Testing

    Prototyping

    Growth

    Analytics

    User Testing

    UX

    Responsive Web

 

The Prompt

Partnering with a product manager and our VP of Brokerage, we wanted to improve the conversion rate for our online sign up funnel. This project had a timeline of 4 weeks for design, with an additional 4 weeks for development.

Design Constraints

Initial concepts reconsidered the entire experience, but research with the team discovered changing any of the content within the flow would have larger downstream impact. Each question feeds directly into the sales team's lead scoring allowing them to prioritize potential buyers.

Key Metrics

  • Sign Up Rate

Partners

  • VP of Brokerage
  • Senior Product Manager

 

Existing Design

Analytics revealed a drop-off on the first page load between the initial selection and following questions. Based on this, I proposed a primary and secondary strategy for retention:

  • Prevent drop off by bringing multiple pages into one continuous experience to reduce the doorway effect
  • Incentivize completion by showing progress and market activity in area to increase FOMO

 

Design Process

I started in low fidelity exploring design ideas, user flows, and edge cases before moving into an interactive prototype for the team to see the intended movement. Following user testing, I finalized the high fidelity design and worked directly with the dev team to refine the website during development.

 

User Testing

Before investing in development, we wanted to get outside feedback on the design prototype with 5 potential homebuyers. Three key themes emerged:

  • 🤗   New design successful in creating cohesive experience
  • 😓   Displaying interactive map added usability issues
  • 🤔   Confirmed gap between existing sign up questions and how people think

Based on the feedback, I removed the map element entirely before we moved into development with confidence.

 

Validate & Push

We A/B tested in two rounds of two weeks, incrementing the percentage of traffic between each test. Following a steady increase in sign up rate, the design became the new standard.

2.4%

Sign Up Rate

5.45%

Sign Up Rate

127%

Increase in conversion

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