REGISTRY
CREATE FLOW

  • CLIENT:

    Bed Bath & Beyond

  • CATEGORY:

    UX/UI, Desktop, Mobile

PROBLEM STATEMENT

Users creating a registry are dropping off during the creation process at high rates.

User research, competitive analysis and initial user journeys

We needed to understand what was making potential registrants drop off the creation flow. Was the form too long? What were some pain points registrants were encountering?

Current online experience:

New registrant comes to the site to create a registry, upon clicking on CTA users is notified that a Bed Bath & Beyond account is necessary to create a registry. If user accepts the prompt to create an account they are taken away from registry experience to a create account page. After user creates an account, user has to navigate their way back to registry form.
Registry create form is a multi-step accordion style form with no indication of how many steps are required to complete the registration process.

Identify Key Goals for online experience

Registrants coming to the site should be able to create a registry quickly, account creation should not be required. After a user creates their registry, they should be able to quickly add products and populate their registry.
Account creation
Account creation is a must business requirement. Collaborate with Dev team partners to ideate a way to support account creation upon registry creation. If registrant is account holder, message registrant to continue and use existing credentials to log in and pre-populate the registry form. If user is not account holder, use provided information at registry creation to create a site profile account.

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Simplify registry create
Registrants should see all required information to create a registry. Form should be clear and organized to make registry creation as fast as possible.

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Quickly add products upon registry create
After registry is created provide a way for registrants to start adding products to their registry. Create curated product collections that create interest. Make curated product collections easy to add.

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Final Desktop Mobile Web UI

Eliminating the need for users to create an account then a registry was a big win for registry creation, drop off was greatly reduced. Users found it easier to create their registry, the solution also provided a way for marketing to directly drive traffic to create form without worrying if a user had a site account or not. Users were also presented with a guided experience to start adding products to their registries.

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