The previous registration process created a lot of friction due to the 2 page long registration form. The initial part of my redesign asked only for the registrant’s email. From the email address we ran a series of verification checks…this:
• Reduced the number of repeat registrations (whether the user was blacklisted or still awaiting approval) thus reducing the sale’s team workload from deduping registrations.
• Allowed for speedier registration if the registrant’s company was already in the Dealnexus Ecosystem (the user would not need to re-enter company’s profile info—vital for Dealnexus’ propitiatory matching engine)
The user then only need enter their individual details to complete the 1st phase of the registration process. Working with the project management and support team, we were able to strike a balance between giving the support team enough information to begin the verification and approval process without burdening the user.