Sumary

Client: Upstart - a lending platform that considers education and income to give lenders a more fair rate on loans. to implement new features and redesign for usability.

Project: Redesign/improve the sign-up flow.

How: I launched various surveys, interviewed users and staff, and created designs from sketch to full-fidelity prototype.

Duration: 3 months

Improvements to Sign Up Flow

From the research, and testing I conducted, I designed several levels of design improvements, each building on the last. This version was launched in early December and has shown a conversion rate increase of 5-10%.

The second version changes the format of the inputs for some of the questions, and removes or condenses various fields.

The third version is a more drastic change in the way the form works, and will be launched depending on current A/B test results.

IMPROVEMENTS TO SIGN UP FLOW

FIRST CHANGES

Research

To gather information on the product and the users I:

• Interviewed staff members from all teams
• Created tests on UserTesting.com to see how users interacted with the product
• Called users to talk about their experience
• Created survey monkey surveys to gather insight on the market segment
• Launched in-product surveys (using listen loop) to understand people’s reactions, wants, and thoughts during the process
• Analyzed user data, and created graphs and charts to show patterns

Prototyping

I created several prototypes using Adobe Illustrator & Photoshop, InVision, and HTML/CSS.