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Fast registration

Fast and secure access in any digital service is crucial in order to retain and engage with our audience, especially after new technologies have set the high expectation with instant access and as a result, the newer generation has reduced their patience levels anything more than a second is too long almost.

Overview

Following the Patient authentication project and hearing Project managers saying the registration flow was an issue, one of the designers came with the idea of a 'Magic link' this was much more complex yet efficient way to get users registered but realistically it would not be done in the near future, unless we get an agreement with GPs to access their databases.

During the testing sessions, users were always unsure about the idea of having a virtual machine diagnosing their health, we explained the facts behind it yet they felt the need of a face to face interaction with a human.

Unfortunately, I was not part of the check symptoms feature, yet I always thought to have a virtual 3D assistant would be good, something to help the user visualize themselves and learn at the same time. Anyway, I'm going a bit off here, my point is, I could see there was friction in many areas of the app and I wanted to minimize it by making the registration a lot more simpler.

Some facts

We’ve noticed that capturing patients’ details and creating an account takes too long
There is a 40% drop-off rate during registration
If a patient drops off we don’t capture anything about them

Approach

I did a bit of research on the various way of registrations flows to see how I could convince the rest of the team to implement a simpler less friction registration.

I started by asking and understanding as to why we have designed the registration this way also I requested to have access to the quantitative data so I can compare the patterns. The news was a bit surprising as they only began to track data for the last 6 months so there was a little indication on performance.

Discovery

Stepping back and looking at the overall service, the experience started from the moment the GP sends an invite to all its patients in order to encourage them to use the DoctorLink app, from my point of view we needed to help the GPs design the overall experience of the service not just the app.

The initial email sent could help reduce friction by being clear and providing details of what was needed and the advantages of the new app.

I began to look at the 5 Ws to help me keep the focus and to justify the new proposal to the team

Why was the registration flow designed this way?

The registration was a business decision, they only want users to have access once registered as providing them with a health check results would put the company at risk if they are not registered with a GP.

No quantity data was held long enough to see patterns and understand at which point of the registered users were dropping, but PMs had known that the onboarding flow was not optimal and needed improvement.

Who is finding the journey challenging?

As mentioned before during the testing sessions the user's feedback on registration was its standard however would be nice if it was shorter. depending on the age can't be bothered registering as it takes longer. just to clarify this was mainly from users age between 18 - 40.

What could be improved?

Data entry points
Do we need all the information up front?
What information is needed first?
What parameters are used between systems to check the users?
How long does it take?
Where is the data held?
Do we need to call APIs each time there is a check? \
Email campaign

Decision

After discussing with both Design and tech team on the options available, I designed a slightly simple journey with less friction yet respecting the business rules but allowing users to see the product first. also considering tech by no adding more complexity to the system neither creating new components on the design system.

The idea

Allow everyone to access the app and get a flavor of what it does and how it looks like, get familiar have more insights and see the benefits of the service.

As the user begins to access some of the functionality the intelligence of the app could be preventive and remind the user that they needed to provide some details if they wish to continue.

and eventually, build up their profile but in steps rather than all at once.

There is less friction and if the user leaves the app at any point, at least we have captured their email and later we could help the GPs bring them back with promotional campaigns. The most important is planting a seed in the patient's mind so they can remember we are here to help them and that they were one step closer to registration.

Simpler registration flow

Simpler registration - User journey

Prototyping

to demonstrate the idea I prototyped it and presented on the design critique session to the team.

A positive feedback I had, we took it a step further and tested it with real users too.

User testing

The objective here was to find out the following

Was there a long registration?
How long did the user spend on the app
Did they look at the features?
What did they think about the registration
Did they find what they need?

Insights

Users were positive about asking them fewer details and giving them more freedom to see understand the benefits of the service, for some reason they spent more time to look at features, visualize themselves in scenarios, they were very supportive of the concept and also offered to recommend the app to other members of the family.

What is next?

Prepare for pitching the idea and convince the team why we should implement a new simpler registration highlighting that we could monitor the onboarding process for a period of time to see if there was an improvement.

Unfortunately, this was my last project and I did not have the chance to present but left it to my colleague ready to take over and make it come true.

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