There were over 3001 complaints relating to MetLife's online registration process, it was far behind industry standard with no sign of improvement. The industry standard for registration completion is 90%(completed within 2 minutes and 5 steps). MetLife's enrollment completion rate was between 60 and 70 percent of existing customers, according to preliminary data analysis.
As a team of 3 UX designers we were asked to understand the users’ journey, unearth pain points, and discover opportunities for improvement. Three key areas of focus included:
1. Making the registration entry point easier for users to find
2. Reducing registration time
3. Reducing registration drop off rates
Research is key to understanding the users and their needs. 3 UX evaluation methods used include:
1. Usability Testing: Usability testing is a quick way to identify pain points. Discoverability was our largest pain point as users were unable to find the registration entry point on the homepage. Iterating through different design options and placement, the design ultimately concluded with the registration button placed in a more prominent area on the homepage. This update made it easier and quicker for users to find the entry point and begin to register for an account.
Several remote usability tests were conducted to identify pain points.
2. A/B Testing:
The senior leadership team were looking to compare multiple concepts and newly introduced ideas. Iterating through 3 original designs, users were able to experience new registration flows side by side and provide feedback for each. Results were analyzed to evaluate which concepts resulted in positive user feedback.
3. SUS Score (System Usability Scale):
Using a modified SUS score questionnaire our team was able to determine the best of the 3 design concepts.
A/B Testing Results, User preferred design concept 3
We discovered opportunities for simplifying the registration process based on the results of usability testing, A/B testing, and the SUS score questionnaire, resulting in a faster and easier user experience. The improved application design was implemented in September of 2021. Drop-off rate decreased by over 70%. The success rate has jumped to 84% from roughly 50%.
