The login and registration process is the first touchpoint for the advisors on their dedicated portal. Lots of advisors were using their own tools without registering to the portal and there was no way to track errors and follow-up the advisors on their registration journey. Lots of negative feedback was given during the discovery phase on the login and registration process and at this stage the UX KPIs were looking pretty low.
time on task
of total advisors subscribed
The actual registration process proved to be long and frustrating in most cases with a lot of calls given to the contact centre. Quantitative and qualitative data was also pulled from the helpdesk to qualify issues encountered during the process.
DEFINING THE ADVISOR'S REGISTRATION JOURNEY
It was necessary for the members of the team to empathize with the user on this first touchpoint. The registration process had been defined by developers ages ago (probably circa 2003) and presented a long list of flaws.
REDEFINING THE USER FLOWS
I drew some ideal flows in Axure after the 1st working session on the User journey, getting some inspiration from my secondary research, which mostly contained the industry’s best practises.
BUILDING A PROTOTYPE
Next step was about turning the detailed wireflows into a functional prototype which could be demoed but also fully tested before being deployed.