Account Creation
Sign Up Flows: Aggregated Watch Experience
Carley Brissette & Anoushka Lad
UX Research
Project Overview
Application & Objective
Determine the preferred sequence for sign up flows to support development of the aggregated watch experience on Crave.
Research Plan
Developed mixed-methods research plan involving unmoderated interviews and surveys, wherein users were asked to navigate both sign in flow options and then select their preference.
Controlled for recency bias by deploying two versions of tests across each phase, alternating the order of two sign-up flow prototypes.
Version 1
Flow 1: Package, Account, Billing Flow 2: Package, Billing, Account | Version 2
Flow 2: Package, Billing Account Flow 1: Package, Account, Billing |
Process
Phase 1: Conduct two sets of unmoderated interviews with 5 participants each (n = 10):
- Objective: To gather initial reactions from users to adapt methods for Phase 2.
- Analysis: Record and analyse user feedback, focusing on clarity of tasks and initial preference.
Phase 2: Deploy two sets of surveys with 100 participants each (n = 200):
- Objective: To validate findings from Phase 1 and quantify preferences for user flows.
- Analysis: Utilise statistical analysis to determine the majority preference for the use flow sequence.
Ease of Use
Most users were able to easily navigate all parts of the sign up flow, regardless of where Account Creation was placed. 77.5% of users did not experience challenges or require clarification at any point in the sign up flow.
Overall User Preference
Results
63.7% of users, regardless of the version of the test they received, agreed that Account Creation should precede Billing .
- Users preferring Billing before Account Creation, their primary concern was cost clarity. Providing a clearer presentation of costs upfront could enhance transparency for these users.
- Users preferring Account Information before Billing explained that this flow is more logical, allowing for retrieval of saved billing information (if applicable) and is a standard practice in e-commerce sites.
- 86.5% of users felt that the sign up flows were important in user retention, noting that it sets the tone for engagement or could be important along with other factors.
Conclusion
With the technical limitations of Flow 2 and workarounds to improve cost clarity, Flow 1 most aligned with user preferences and company priorities.
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