Material Bank

Redesigning registration

Role: Senior product designer rethinking registration for
Material Bank, a free sampling service for industry professionals.

Timeline: October 2023 - Feb 2024
Surfaces: Desktop, Mobile

Why is the Material Bank registration complex?

1. Every member needs to be approve by our vetting team.
2. 3 core users with different registration requirements.
3. We are required to ask questions for lead generation.

Old Registration

With 19 questions to fill out 20% of users complete registration.
20% of qualified uesrs order a free sample.
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The average registration completion rate is 36.4% source.

Registration Workshop

We were not aligned with stakeholders in the design solution. We brought in the co-founder, PMs, and experts at the company to help align on the problem and brainstorm solutions.

Problem alignment

How might we ensure the maximum number of qualified visitors convert to registrants?

Landed on three core flows

1. Personalized experience based on a series of questions at registration
2. Vetting the users at check out
3. Targeted questions based on role selection

Solution

Greatly reduced the number of questions and focused on asking the right questions to the right people.

Competitive analysis

Spotify, Monday, Mixpanel, Asana, Canva, Hubspot, Notion, Netflix, Tradecoffee, Lemonade, Rover, Better Mortage, Doulingo and more!
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Finding: 10 to 15+ questions, asking one to two question at a time

Core Metrics goal

Reduced registration time, reduce drop-off, and rejection rates in vetting process. We will launch this month and monitor the metrics.

User Research Findings

Conclusion: 4.3 / 5 Most users felt comfortable with the number of steps, due to the ease of each step.

Design Updates

We wanted to highlight that material bank is a free service and be clear with the value props

User test version

Updated with value prop and imagery

Design & Prototype

For best experience view in full screen.

Figma flows

Live

Conclusion

We will be launching the new registration in April 2024. Initial test show 15% increase in new registrations and 10% increase in first order.
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We've learned to define the problem with stakeholders early. Complications with the design solution didn't account for the overall end to end experience.