Smava Registration Funnel Redesign

Berlin, 2018 | @smava GmbH | real project

 
 

Background

I worked on this project as a UX Designer for Smava, Germany's leading loan portal making personal loans transparent, fair, and affordable for consumers.

 

 

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Problem

According to the data and the result of user research, we decided to redesign the first step of the current registration funnel of smava.de and mobile.de for driving more conversions.

 

Process

We had a kick-off + brainstorming meeting. It was very successful.

 

 

 
 This is the best performing page. Better than loan offer page.

This is the best performing page. Better than loan offer page.

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 We saw a huge number of users drop out after credit-selection page on both data analyst tools (Kissmetrics and Hotjar).

We saw a huge number of users drop out after credit-selection page on both data analyst tools (Kissmetrics and Hotjar).

 Brainstorming process

Brainstorming process

 Brainstorming process

Brainstorming process

 
 

User Research Results

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Ideation results

  • Redesigned the credit selection page and refreshed the visual identity of our brand
  • Our interface had inconsistencies across the platform, which made it harder to use and navigate the tool. These inconsistencies increased the cognitive load on our customers.

 

 

 
 

Features in detail

  • Always display the user's main loan criteria and allow them to change it at any time
  • Reduce funnel drop-out by only asking for PID once there is clear user benefit
  • Persistent and floating chat bubble
  • Provide an interest-rate filter option and visible accuracy rating
  • Dynamic offer list with quick updates
  • Adaptive question flow that elimates redundant questions based upon the remaining, quoting banks

Features in detail

  • Inline validation for input fields with motivating success message
  • Autocomplete address and display a map for the address

Features in detail

  • Only asking for personal data when there is end-user benefit
  • Autocomplete car brand and model
  • Easy bank account input with preview
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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.

 

Results

We won the FIRST prize among seven teams. 🎉

 

Links

https://youtu.be/25FfAdbFG3Q

 

 

Thank you for reading.

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