Smava Hackathon - Better Registration Route
Berlin, 2017 | @smava GmbH
Smava is Germany's leading loan portal making personal loans transparent, fair, and affordable for consumers.
For Smava's Hackathon our five-person team's goal was to redesign the registration funnel experience. The Hackathon ran for 2.5 days and culminated in us taking FIRST prize from the seven competing teams.
- Ting-Yin (Me) - UX Designer, from Taiwan
- Frederik - User Researcher, from Germany
- Dusan - Front-end Developer, from Serbia
- David - Front-end Developer, from Spain
- Sedat - Back-end Developer, from Turkey
Original landing page - the mixture of colors and call-to-actions distract the user.
Registration is a painful process, it throws you 75 questions (best-case), leaving the user completely abandoned on the form with no virtually no guidance about what is going on and without any feedback until they reach the end.
We wanted to guide and help the user from the first interaction to the success completion. We planned to achieve this by providing suggestions along the way and reducing the number of input fields to help ensure the user continued through to the end.
The registration flow is the only entry point to our services, and as such, we must make it as smooth and as painless as possible. Our users must feel that we have their best interests at heart. We can do this by providing hints for them to get the 'best' offers based on their individual needs.
We brainstormed together and prioritized our ideas.
- Usability Test
- Introduce the new company-wide look and feel
- Introduce more natural language use on the form
- Use dynamic Illustrations to provide visual feedback on user selections
- Provide just one clear Call-to-Action
- Display our company USPs to better allow the user to understand how we are better than the competition
- Keep the user's main loan criteria permanently visible and allow them to change it at any time
- Reduce funnel drop-out by asking for PID only once there is clear user benefit
- Display persistent help and support for the user
- Provide an interest-rate filter option and visible accuracy rating
- Reduce user flow disruption by using dynamic updates
- Adaptive question work-flow that elimates redundant questions based upon the remaining, quoting banks
- Inline validation for input fields with motivating success message
- Autocomplete address and display a map for the location
- Only asking for personal data when there is end-user benefit
- Autocomplete car brand and model
- Easy bank account input with preview
What was the most challenging about this project?
Time pressure. We only had 2.5 days and we wanted to deliver our best result. But there is a saying, 'Creativity comes from constraint.' I totally agree with it.
We won the FIRST prize among seven teams. 🎉
Thank you for reading.