Project Overview

Problem: The marketing team identified significant user drop-off during the signup process for UnitedLex’s gated content. The form’s CTA was poorly positioned, and there was no confirmation message, which led to a frustrating user experience.

Role: UX Designer (collaborated with a marketing team member)

Duration: 2 weeks

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Research and Discovery

Goals:

• Investigate drop-off points in the signup process.
• Identify UX improvements to increase user conversions.

Actions Taken:

• Analyzed the signup process and confirmed the drop-off point via heatmap data.
• Conducted a UX review, identifying poor contrast, heavy copy, and ineffective CTA placement.

Key Insights:

• The CTA was positioned below the fold, making it hard for users to complete the form.
• The absence of a confirmation page caused user uncertainty post-signup.

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Strategy and Design Process

Goals:

• Simplify the signup process and improve the visual hierarchy.
• Introduce a clear confirmation message post-signup to reassure users.

Solution:

• Increased contrast for better visual targeting.
• Moved the CTA above the fold for better visibility.
• Reduced copy in the form and introduced a "Thank You" confirmation page.
• Added a section for suggested content to engage users post-signup.

Tools Used: Figma for wireframing and prototyping.

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Testing and Iteration

Goals:

• Validate the redesigned signup process through internal review and minor iterations.

Actions Taken:

• Created high-fidelity prototypes of the signup process and confirmation page.
• Gathered feedback from the marketing team, resulting in minor adjustments to the final design.

Results:

• UnitedLex implemented the solution with minor changes and continues to use it for multiple content topics.
• The template provides versatility for various insights without overloading the user interface.

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Conclusion

The redesign improved user engagement during the gated content signup process, enhancing the overall user experience and ensuring a more seamless interaction. The project demonstrated my ability to streamline content-heavy interfaces and improve user conversion.

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