Signup optimization
In adherence to my non-disclosure agreement, I have excluded and obscured confidential information within this case study. The content presented here is solely my own and may not necessarily align with the perspectives of 1Password.
1Password is a password management system designed for individuals to manage their passwords, secure notes, and other sensitive information without having to memorize them.
Image
0.0 End-user sign up
Signup optimization
In adherence to my non-disclosure agreement, I have excluded and obscured confidential information within this case study. The content presented here is solely my own and may not necessarily align with the perspectives of 1Password.
1Password is a password management system designed for individuals to manage their passwords, secure notes, and other sensitive information without having to memorize them.
Image
0.0 End-user sign up
Signup optimization
In adherence to my non-disclosure agreement, I have excluded and obscured confidential information within this case study. The content presented here is solely my own and may not necessarily align with the perspectives of 1Password.
1Password is a password management system designed for individuals to manage their passwords, secure notes, and other sensitive information without having to memorize them.
Image
0.0 End-user sign up
Context
Context
Data showed us that only a small percentage of new customers signed up onto 1Password and that a large percentage had either drop-off the entire sign up funnel or had started signing up for an account but don’t complete it.
Data showed us that only a small percentage of new customers signed up onto 1Password and that a large percentage had either drop-off the entire sign up funnel or had started signing up for an account but don’t complete it.
Involvement
Involvement
I proactively identified this problem and prioritized sign up improvements on the roadmap. I streamlined the signup process for all plan types (Individuals, Families, Teams, and Business), explored and tested different solutions to incentivize non-1Password customers to sign up, and gained buy-in from cross-functional teams and leadership.
I proactively identified this problem and prioritized sign up improvements on the roadmap. I streamlined the signup process for all plan types (Individuals, Families, Teams, and Business), explored and tested different solutions to incentivize non-1Password customers to sign up, and gained buy-in from cross-functional teams and leadership.
Goals
Goals
Increase customer comprehension of the Emergency Kit.
Increase signup completion rate for all plan funnels.
Reduce the drop-off rate of non-1Password customers who had started the signup process but did not complete it.
Increase the number of retained users by setting them up for success during account creation.
Increase customer comprehension of the Emergency Kit.
Increase signup completion rate for all plan funnels.
Reduce the drop-off rate of non-1Password customers who had started the signup process but did not complete it.
Increase the number of retained users by setting them up for success during account creation.
Core Responsibilities
Core Responsibilities
User Experience Design (UX), User Research, Product Strategy, Ideation Workshop, Iterative Concept Testing, Usability Testing, Prototyping, Responsive Design.
User Experience Design (UX), User Research, Product Strategy, Ideation Workshop, Iterative Concept Testing, Usability Testing, Prototyping, Responsive Design.
Team
Team
Product Designer (Me), Product Manager, UX Researcher, Engineers, and Content Designer
Product Designer (Me), Product Manager, UX Researcher, Engineers, and Content Designer
Challenge
1Password was experiencing a low conversion rate that translated to approximately 50,000+ potential account creation lost each month. The primary goal for our team was to improve the conversion rate by implementing new processes and strategies to communicate our value proposition with a focus on making the sign up process more streamlined and trustworthy, while in the course of time ensuring that users can successfully sign up for an account for the plan of their choice.
1Password was experiencing a low conversion rate that translated to approximately 50,000+ potential account creation lost each month. The primary goal for our team was to improve the conversion rate by implementing new processes and strategies to communicate our value proposition with a focus on making the sign up process more streamlined and trustworthy, while in the course of time ensuring that users can successfully sign up for an account for the plan of their choice.
01
How might we improve the conversion rate of new customer sign up?
How might we improve the conversion rate of new customer sign up?
How might we improve the conversion rate of new customer sign up?
02
How might we motivate non-1Password users to sign up for an account and boost perception of what 1Password has to offer them or their business?
How might we motivate non-1Password users to sign up for an account and boost perception of what 1Password has to offer them or their business?
How might we motivate non-1Password users to sign up for an account and boost perception of what 1Password has to offer them or their business?
Video
1.0 Individual account creation from before
Video
1.0 Individual account creation from before
Video
1.1 Families account creation from before
Video
1.1 Families account creation from before
Video
1.2 Teams account creation from before
Video
1.2 Teams account creation from before
Video
1.3 Business account creation from before
Video
1.3 Business account creation from before
Understanding end-users and their problems
Why do only 30% of users complete setup?
In Q2 (April’ – June’), our team was developing the product roadmap to optimize the end-to-end sign up experience for customers. To contribute in this effort, I thoroughly scouted for opportunities and examine 1Password’s research documentation. I discovered that non-1Password customers who complete signing up for an account was at a significantly lower rate compared to the prior months. This showed us that the previous sign up experience was disruptive and tedious in that it didn't present new customers the option to add a payment method later.
In Q2 (April’ – June’), our team was developing the product roadmap to optimize the end-to-end sign up experience for customers. To contribute in this effort, I thoroughly scouted for opportunities and examine 1Password’s research documentation. I discovered that non-1Password customers who complete signing up for an account was at a significantly lower rate compared to the prior months. This showed us that the previous sign up experience was disruptive and tedious in that it didn't present new customers the option to add a payment method later.
01
01
Non-1Password customers feel uncomfortable and didn’t like to be forced to pay for a 1Password subscription.
Non-1Password customers feel uncomfortable and didn’t like to be forced to pay for a 1Password subscription.
02
02
Collecting payment method as a requirement during sign up filtered out users from completing account creation.
Collecting payment method as a requirement during sign up filtered out users from completing account creation.
03
03
We intentionally make it difficult for customers to opt-out from adding a payment method. There’s no option to skip purchasing a subscription and just create an account to trial it.
We intentionally make it difficult for customers to opt-out from adding a payment method. There’s no option to skip purchasing a subscription and just create an account to trial it.
04
04
Potential customers reported lack of knowledge on the product offering to make a decision on a subscription. Some felt that we were misleading them into making decisions they might otherwise not make.
Potential customers reported lack of knowledge on the product offering to make a decision on a subscription. Some felt that we were misleading them into making decisions they might otherwise not make.
Image
2.0 Brainstorming workshop
Image
2.0 Brainstorming workshop
Simplifying the sign up process to increase sign up completion and decrease technical complexity
Based on previous research, we knew that requesting potential customers to subscribe during the sign up process without them understanding what value that they are getting on a plan is detrimental to the signup rate—further pushing people who aren't ready to buy away, never coming back.
Based on previous research, we knew that requesting potential customers to subscribe during the sign up process without them understanding what value that they are getting on a plan is detrimental to the signup rate—further pushing people who aren't ready to buy away, never coming back.
My hypothesis was that simplifying the sign up experience by adding specific benefits or any information that our target customers will find valuable when they create an account for a plan will make it easier for them to complete sign up. Creating an account without collecting payment details, at the same time making it optional can also contribute to our efforts of incentivizing non-1Password users to sign up.
My hypothesis was that simplifying the sign up experience by adding specific benefits or any information that our target customers will find valuable when they create an account for a plan will make it easier for them to complete sign up. Creating an account without collecting payment details, at the same time making it optional can also contribute to our efforts of incentivizing non-1Password users to sign up.
In collaboration with 2 cross-functional teams, I analyzed the existing user flow and formulated solutions to add new information to guide customers so that they have a sense of their plan selection. Looking at the past data of the total number of new paying subscribers per account type and the total number of sign ups in a given month, the vast majority of potential customers choose to drop-off when we don’t provide clarity and more details for the plan type that they want to sign up for.
In collaboration with 2 cross-functional teams, I analyzed the existing user flow and formulated solutions to add new information to guide customers so that they have a sense of their plan selection. Looking at the past data of the total number of new paying subscribers per account type and the total number of sign ups in a given month, the vast majority of potential customers choose to drop-off when we don’t provide clarity and more details for the plan type that they want to sign up for.
I landed on a revised flow that defaults part of the page to contain forms that we ask users to fill in and deferred the other side of the page to convey the value proposition of 1Password without too much distraction to getting users to complete sign up as quickly as possible, with confidence.
I landed on a revised flow that defaults part of the page to contain forms that we ask users to fill in and deferred the other side of the page to convey the value proposition of 1Password without too much distraction to getting users to complete sign up as quickly as possible, with confidence.
Image
2.1 Individual account user flow
Image
2.1 Individual account user flow
Image
2.2 Families account user flow
Image
2.2 Families account user flow
Image
2.3 Teams account user flow
Image
2.3 Teams account user flow
Image
2.4 Business account user flow
Image
2.4 Business account user flow
Designing an ideal sign up experience for end-users
Disclose plan information progressively to help customers with decision making
I wanted to emphasized to potential customers that they are signing up for a free, while also highlighting the value proposition of their plan selection to build trust and in the same event increase their motivation to complete signing up for an account.
I wanted to emphasized to potential customers that they are signing up for a free, while also highlighting the value proposition of their plan selection to build trust and in the same event increase their motivation to complete signing up for an account.
Provide more clarity and details at every step of the sign up process to increase sign up conversion and reduce overall sign up time
Users often described that the instructions we had provided before for ‘creating an account’ wasn’t informative enough and that they couldn’t complete the signup process as a result to information obstruction.
Users often described that the instructions we had provided before for ‘creating an account’ wasn’t informative enough and that they couldn’t complete the signup process as a result to information obstruction.
Allow users to fill in their payment details for a subscription or skip it to progress and complete the sign up process
Allowing customers to decide if they want to enter their payment information now or proceed signing up by skipping the payment step is more preferable as it removes the hurdles of ‘having to pay to trial’. The non-skippable flow was a tedious and painful process that presented a lot of room for mistakes—coincidentally our sign up rate plummeted significantly because of it.
Allowing customers to decide if they want to enter their payment information now or proceed signing up by skipping the payment step is more preferable as it removes the hurdles of ‘having to pay to trial’. The non-skippable flow was a tedious and painful process that presented a lot of room for mistakes—coincidentally our sign up rate plummeted significantly because of it.
Video
3.0 First experiment: Individual
Video
3.0 First experiment: Individual
Video
3.1 First experiment: Families
Video
3.1 First experiment: Families
Video
3.2 First experiment: Teams
Video
3.2 First experiment: Teams
Video
3.2 First experiment: Teams
Video
3.2 First experiment: Teams
A first experiment to prove if customers are willing or able to complete sign up
Our main metric was to increase setup completion rate. We expect that the new sign up experience is projected to increase conversion rate by 35%, which would translate into an in annual revenue.
Our main metric was to increase setup completion rate. We expect that the new sign up experience is projected to increase conversion rate by 35%, which would translate into an in annual revenue.
I led a qualitative user interview, and do so on a regular basis by setting aside a chunk of time per week to connect with users and ones that drop-off the process before that we want to get them back on track. I also iterated on the design while working closely with a product manager and a content designer in between to review different explorations and refining them as needed.
I led a qualitative user interview, and do so on a regular basis by setting aside a chunk of time per week to connect with users and ones that drop-off the process before that we want to get them back on track. I also iterated on the design while working closely with a product manager and a content designer in between to review different explorations and refining them as needed.
I got together with my cross-functional partners to assimilate the raw data of individuals that I had interviewed and then categorized them into a predefined list of themes that was created in collaboration with a user researcher. While the new experience solved some of the core issues of intrusiveness and low sign up completion, the first proposal was declined as it lacked contextual information regarding the drawbacks of leaving an Emergency Kit incomplete.
I got together with my cross-functional partners to assimilate the raw data of individuals that I had interviewed and then categorized them into a predefined list of themes that was created in collaboration with a user researcher. While the new experience solved some of the core issues of intrusiveness and low sign up completion, the first proposal was declined as it lacked contextual information regarding the drawbacks of leaving an Emergency Kit incomplete.
I discovered that including details about the Emergency Kit and the risks of losing access to their account increases emergency preparedness and user confidence by providing them clear understanding of potential outcomes if they don’t carefully follow the steps to keep their Emergency Kit both safe and accessible.
I discovered that including details about the Emergency Kit and the risks of losing access to their account increases emergency preparedness and user confidence by providing them clear understanding of potential outcomes if they don’t carefully follow the steps to keep their Emergency Kit both safe and accessible.
01
01
New customers were confused about having to complete the Emergency Kit in order to setup their 1Password account.
New customers were confused about having to complete the Emergency Kit in order to setup their 1Password account.
02
02
Customers found the account creation process to be ‘clunky’ in a few different ways, one of them being that they were unaware that their Emergency Kit contained crucial pieces of information that they would need to unlock their account.
Customers found the account creation process to be ‘clunky’ in a few different ways, one of them being that they were unaware that their Emergency Kit contained crucial pieces of information that they would need to unlock their account.
03
03
Customers were not aware that the Emergency Kit can come in handy to them in situations where they are locked out of their account.
Customers were not aware that the Emergency Kit can come in handy to them in situations where they are locked out of their account.
04
04
It was just too difficult for customers to understand what they need to do with the Emergency Kit. Customers lost momentum during sign up when they progress onto this step.
It was just too difficult for customers to understand what they need to do with the Emergency Kit. Customers lost momentum during sign up when they progress onto this step.
Image
4.0 Moderated usability test
Image
4.0 Moderated usability test
Harnessing feedback from an early experiment to refine the sign up user experience
Allow admins who signs up for a teams or business account to invite team members to their account.
Admins before do not have the ability to invite members to join their account during sign up. By default, admins can invite new members via the invitation feature or sharing an invitation link from within the web app. The option to invite or provision new members prior to registering for an account makes it easy for admins to get members onboarded into their organization, which significantly decreased time to add them later on.
Admins before do not have the ability to invite members to join their account during sign up. By default, admins can invite new members via the invitation feature or sharing an invitation link from within the web app. The option to invite or provision new members prior to registering for an account makes it easy for admins to get members onboarded into their organization, which significantly decreased time to add them later on.
Educate potential customers about the procedures and best practices of the Emergency Kit.
Instructing users to download their Emergency Kit alone was somewhat vague information and not easily understood by users who were signing up for an account for the first time. Users liked the simplicity of the flow, and most the major tweaks we made were content about the Emergency Kit—removing putting burden of interpretation on the user to figure it out themselves.
Instructing users to download their Emergency Kit alone was somewhat vague information and not easily understood by users who were signing up for an account for the first time. Users liked the simplicity of the flow, and most the major tweaks we made were content about the Emergency Kit—removing putting burden of interpretation on the user to figure it out themselves.
Motivate users to generate a Secret Key to complete the Emergency Kit.
Users ignore the Emergency Kit step during the sign up process considering that immediate access to the Emergency Kit while minimizing cognitive load of did not provide users with the time needed to absorb information that was completely new to them—thus impairing usability. The new mental model boosts their perceptions of the Emergency Kit and ensuring that users were putting in effort in reading information that we offload to them when signing up for a 1Password account.
Users ignore the Emergency Kit step during the sign up process considering that immediate access to the Emergency Kit while minimizing cognitive load of did not provide users with the time needed to absorb information that was completely new to them—thus impairing usability. The new mental model boosts their perceptions of the Emergency Kit and ensuring that users were putting in effort in reading information that we offload to them when signing up for a 1Password account.
Video
5.0 Individual sign-up flow
Video
5.0 Individual sign-up flow
Video
5.1 Families sign-up flow
Video
5.1 Families sign-up flow
Video
5.2 Teams sign-up flow
Video
5.2 Teams sign-up flow
Video
5.3 Business sign-up flow
Video
5.3 Business sign-up flow
Members signing up from an invitation sent by an admin from their organization
I also led multiple design sessions to address other pain points in the ‘invitational sign up’ experience. Family members or team members who were invited by their admin would need to open their invitation from an email that’s been sent by their organization. Members are directed to the account creation page from acceptance to finalize their account to join their organization.
I also led multiple design sessions to address other pain points in the ‘invitational sign up’ experience. Family members or team members who were invited by their admin would need to open their invitation from an email that’s been sent by their organization. Members are directed to the account creation page from acceptance to finalize their account to join their organization.
Video
5.4 Families invitation
Video
5.4 Families invitation
Video
5.5 Teams invitation
Video
5.5 Teams invitation
Video
5.6 Business invitation
Video
5.6 Business invitation
Signing into an account
I also explored and optimized the ‘ end-user signing in process’. This is the first page users would see during the sign-in flow which contains authentication requirements that users need to fill in to access their 1Password account. Users are required to enter their ‘Sign-in Address’, including the ‘Secret Key’, and then their ‘Account Password.
I also explored and optimized the ‘ end-user signing in process’. This is the first page users would see during the sign-in flow which contains authentication requirements that users need to fill in to access their 1Password account. Users are required to enter their ‘Sign-in Address’, including the ‘Secret Key’, and then their ‘Account Password.
Video
5.7 Sign-in access point
Video
5.7 Sign-in access point
Regaining access to an account through available account recovery options
Users can regain access to their 1Password account without losing any of their data if they forget their Account Password or get locked out of their account. If an admin has enabled ‘Account Recovery Mode’, members can attempt for an account recovery after entering in the email address that is associated to their employers domain. The member will have to contact their organizations administrator, who will initiate procedures to help them complete recovery.
Users can regain access to their 1Password account without losing any of their data if they forget their Account Password or get locked out of their account. If an admin has enabled ‘Account Recovery Mode’, members can attempt for an account recovery after entering in the email address that is associated to their employers domain. The member will have to contact their organizations administrator, who will initiate procedures to help them complete recovery.
Video
5.8 Account recovery
Video
5.8 Account recovery
Impact
In the first 4 months of relaunching the sign up experience, we saw accelerated time in sign up completion and increased sign up completion by 100%. The first experiment that I had tested with customers was worth investing in as it allowed us to validate with actual users and helped me fine-tune the design, leading to more reliable results.
In the first 4 months of relaunching the sign up experience, we saw accelerated time in sign up completion and increased sign up completion by 100%. The first experiment that I had tested with customers was worth investing in as it allowed us to validate with actual users and helped me fine-tune the design, leading to more reliable results.
Our team was able to prioritize tasks effectively and have clarity on what was needed to accomplish the metrics that we wanted to reach. Engineering spent 3 months of development to be able to roll it out to all users. My team and I were also able to successfully improve other metrics since the launch.
Our team was able to prioritize tasks effectively and have clarity on what was needed to accomplish the metrics that we wanted to reach. Engineering spent 3 months of development to be able to roll it out to all users. My team and I were also able to successfully improve other metrics since the launch.
100%
100%
100%
Increase in sign up completion
43%
43%
43%
Surge in sign up rate
25%
25%
25%
Increase in Weekly Active Users (WAU)
500K+
500K+
500K+
Boost in Annual Recurring Revenue (ARR)
Retrospective
Thanks to the hard work and passion of many of my teammates, we were able to improve the key business metrics and include A/B testing and page optimization in efforts to see more consistent growth in sign up conversion rate.
Thanks to the hard work and passion of many of my teammates, we were able to improve the key business metrics and include A/B testing and page optimization in efforts to see more consistent growth in sign up conversion rate.
01
01
Influencing cross-functional teams through empathy
Influencing cross-functional teams through empathy
Influencing cross-functional teams through empathy
Venturing into finance and how certain metrics have a massive impact on business growth was all new to me. While all the information I was digging into at the time was advanced and intimidating at first, I adapted quickly by asking questions and making sure that those questions are specific enough that I know when I have found an answer. I learned how to use the time and resources that I have available as it helped me with getting the information I need in order to make calculated design decisions.
Venturing into finance and how certain metrics have a massive impact on business growth was all new to me. While all the information I was digging into at the time was advanced and intimidating at first, I adapted quickly by asking questions and making sure that those questions are specific enough that I know when I have found an answer. I learned how to use the time and resources that I have available as it helped me with getting the information I need in order to make calculated design decisions.
02
02
Learning fast through continuous user interviews
Learning fast through continuous user interviews
Learning fast through continuous user interviews
Understanding the concept of sign-up rate was crucial in our success. As a team, we were committed to being scrappy with solutions to obtain feedback through rapid experiments and regularly analyze conversion paths and optimize based on user behaviour. We were constantly tracking data and interviewing users to test extensively to identify why something we did had failed and how do we create an experiment thats targeted towards business success and customer success metrics.
Understanding the concept of sign-up rate was crucial in our success. As a team, we were committed to being scrappy with solutions to obtain feedback through rapid experiments and regularly analyze conversion paths and optimize based on user behaviour. We were constantly tracking data and interviewing users to test extensively to identify why something we did had failed and how do we create an experiment thats targeted towards business success and customer success metrics.
Looking for your next product designer?
Email me at hello@brlam.co or send me a message through LinkedIn. Let’s get in touch!
Connect
© 2024 Brian Lam. All Rights Reserved.
Looking for your next product designer?
Email me at hello@brlam.co or send me a message through LinkedIn. Let’s get in touch!
Connect
© 2024 Brian Lam. All Rights Reserved.
Looking for your next product designer?
Email me at hello@brlam.co or send me a message through LinkedIn. Let’s get in touch!
Connect
© 2024 Brian Lam. All Rights Reserved.