Minimizing user registration pains

Dokify

Overview

Dokify is the first SaaS product in Spain that provides a collaborative network of companies to help the communication of occupational relations between businesses that work together.

Our target audience are workers of multinationals and SMEs who need to have their docummentation updated and validated by a legal or private criteria.

Role Product Designer

November 2018 - March 2019

Design challenge

Before starting any design work I work closely with the CTO and stakeholders to make sure we are all aligned on the goals of the product, the timeline we are working with, what is within scope, and who is our target user.

We wanted open the registration to all users without the need of an invitation. So I was asked to rethink the user flow of invited users and to create a brand new registration process that would be used by both invited companies and new companies. The value proposition of our app has always been to ease the work of our registered companies and we wanted to ease also the registration process to keep it aligned.

Success criteria for this redesign was to empower their vision to use Dokify as a networking tool. The business goal was to make sure it had a possitive impact our new user funnel.

User Journey

I organized a workshop to map out the existing journey of the early user life cycle and to overlay where we see the opportunity areas.

Scoping opportunities

Based on the above problems identified, I worked towards addressing these pains by coming up with potential solutions:

Reducing the number of steps to minimise time to completion
Surfacing mandatory fields and enabling the Next button to show error validation
Establishing clearer visual form hierarchy by grouping related fields
Conceptualize UX copying to make users understand what the platform is for

Wireframing the solution

I quickly mocked up some basic wireframes to gather feedback from Sales, Engineering and the users on the overall layout and structure of the registration form. This involved establishing a standardised visual hierarchy and layout for the future component.

Dokify’s business department wanted to integrate on the registration process a Building your own network component, where users would filter by location, professional category, and sector to find companies that use Dokify. I added it to the testing phase to check its viability.

Validating the designs

I conducted usability testing sessions with our primary users to validate whether the new designs would solve their problems. I wrote a script including an scenario asking the user to create an account targeting workers that heard from colleagues about Dokify and that want to give it a try.

During the session, I observed how they interacted with the prototype and how they create an account. The usability session revealed that it was less arduous to complete the process due to the grouping of related fields and that it was easier for users to identify which forms they had to fill. The purpose of Dokify’s platform was understood, but the Building your own network step was not interesting at this point, so we decided to drop it for once inside the application.

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Minimizing user registration pains

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