Redesigning the registration form for TVG, a horse racing wagering product owned by the FanDuel Group.
My role: UX/UI Design
Software: Figma
Skills: User flows, research, wireframes, prototyping, visual design
About the project
More than just UI enhancements, the sign up form was revamped with the ultimate goal of increasing conversion rate in mind. The key areas of improvement focused on reducing the dropout rate at the Social Security Number, as well as bringing automation and speed additional secondary KYC (Know Your Customer) processes. Easing applicant’s mind that the product is safe, betting online on horse racing is legal and explaining the whys when sensitive information is needed as part of the sign up.
What did the TVG sign up form look like before?
The previous experience was really outdated, with the redesign, we were able to migrate everything to React Native components.
Steps taken
Analyzing the current registration flow and reading up on best practices.
Conducted a competitive analysis to understand the various registration flows out there.
Understanding pros and cons for various flow approaches. The multiple fields on the page approach was clearly the most feasible at this point, and that’s what we settled on
Structuring the user flows, from the happy path to the all the secondary and tertiary paths needed for KYC, and the handling of sensitive information.
Wireframing and initial user testing from LoFi prototypes.
Initial HiFi design work based off existing Design System components, as well as visual design to accompany the new form.
Coding phase with ongoing design support, we used a dynamic series of User Acceptance Tests to ensure QA, as the project was being developed, allowing us to QA in small increments, with greater attention to detail.
Project is released to 5% of the new applicants.
Additional user testings are conducted with the release. Improvements made to the flow, post user testing, we reduced the amount of pages and regrouped some of the fields for a more streamlined experience.
New sign up experience is released to all new applicants.
User flows
High Fidelity Designs
Results
Registration completed up by 6%.
Given the newly automated secondary KYC process, for users who fall under additional scrutiny, the average time to approve a pending application went down from 30 min to 45 seconds.
On first major day to stress test the new signup flows, registration completed was up by 39% compared to the previous year with the old signup experience.