Redesign the Citi Bike membership web sign up flow. The existing registration got the job done, kind of, but there was a lot of room for improvement. There was an 83% drop-off rate from users clicking “Join” to “Purchase”.
AUDIT OF EXISTING REGISTRATION
The Citi Bike sign up flow got the job done, kind of, but there was a lot of room for improvement. There was an 83% drop-off rate from users clicking the first page to third page.
The long page format appeared daunting, requiring the user fill in a lot of personal information.
Single long scrolling page which was difficult to navigate, particularly on mobile web.
3 step process, but the majority of the work was on the first page.
After sketching multiple flow charts, I concluded the registration experience could be organized through 4 flows.
After testing with a few users, Flow 1 -Light Front was the easiest to complete. I broke the flow into 3 “chapters” - About You, Agreements and Payment adding a progress bar to alleviate anxiety and mitigate users dropping off. There are more pages than the original, but less content means the user can stay focused on the task at hand.The bike key option was pushed to the end as separate flow to simplify the experience.
Two months after launch, we saw an 8.5% increase in conversion for annual membership registration. The design system is built off of a white label web platform, which maintains consistency as well as reducing time and effort to launch in other cities. The new registration is currently being developed to rollout on other system’s websites such as DC Capital Bikeshare, San Francisco Ford GoBike as well as Minnesota Nice Ride.