Project : Sign up process for the William Hill

Role : Senior UX Designer

Objective : The focus for this project was to improve the success rate of people registering for a William Hill online account.

The major pain point areas for a user :

- Creating a username which had not already been taken and the user remembering this for future logins.

- Non mandatory fields ( filling out information which was not part of any authentication for the business)

- The auto address look up not finding a users address, allowing the user to enter an inaccurate address and potential not authenticate them for an account.

Approach : The team under went a series of research activities, working with analytics and various stakeholders to acquire data and user insights to form hypothesis which we would base our design on. Some of the activities we completed included :

- Competitor analysis

- Best practice study

- User interviews

- User testing

We found the form could be broken up into logical areas, grouping relevant information together, helping to guide the user through the various fields in order to complete the signup process.

What we tested : We ended up user testing three concepts on both mobile and desktop:

- Single page form

- 2 Step form

- Type form concept

Solution : What we found as the form only had 7 fields to complete users wanted to see this all on one page. This made them feel clear about what was needed and how long the process of setting up an account would take, before depositing any money.

The implementation of this would result in a quicker easier signup process for new customers. Meaning and increase in the number of quality customers to the platform.