#INSTAGRAM SIGN UP FLOW SERIES#

However, the experiment results showed that the longer flow increased conversion by 133 %. Launching this experiment was a risk the longer flow increased the number of opportunities a user had to drop out of the experience. The new flow added more steps but allowed the user to focus on each question individually, with visuals supporting each question. To increase the number of site visitors that sign up for its service, Trunk Club tested a change to its sign-up flow. Testing a Change to UX Design: Sign-up FlowĪ third example comes from Trunk Club, a clothing subscription service. Based on these five tests, they conclude that splitting up steps is a winning strategy that will likely increase conversion, with a 5.5% median effect.

includes this example in a series of five tests that all examine the effect of splitting up steps into multiple screens. And like MasterClass, doing this increased conversion (8.7% to 11.7%). Like MasterClass, the number of steps increased, but the amount of information collected stayed the same. Create account followed by personal details on one screen Create Account is on the first screen Personal Details are on the second In the images below you can see their two-condition experiment: one condition has all of the sign-up fields on one page, and the second condition breaks up the fields onto two pages. is a platform that aggregates experimental results across different contexts, providing members with insights into effective design techniques. What MasterClass found, however, was a substantial increase in subscriptions, which is potentially attributable to the idea that even though the number of steps increased, the perceived level of “ask” on each step was reduced. Email and credit card on one screen Email and credit card split across screens MasterClass then tested separating the email field and credit card fields onto two different screens, which is in direct contrast to design ‘best practices’ that recommend fewer steps is better due to the extra click required (see images below). Like many other products, MasterClass originally asked users for their email and credit card on a single screen. Let’s take an example from Ethan Smith, Growth Advisor at MasterClass, an online learning platform. In this world, it is worth considering whether we should decrease the psychological friction, even if it means increasing the logistical friction. Imagine a system where there are very few steps (low logistical friction), but at first glance, it looks like a lot of effort (high psychological friction). It’s about perceived friction, not just actual friction. In some cases, we might even want to increase friction. Evan Willams, the founder of Twitter, has said that “ if you want to build a billion-dollar internet company…identify desire and use modern technology to take out steps.” Can Friction Be A Good Thing for UX Design?īut can friction be a good thing in some cases? These are three examples that suggest we should rethink this notion that friction is always bad. And companies generally get this - many product teams live and breathe this “universal truth” that friction is a bad thing that should be eliminated. For example, our propensity to stick with the status quo and with defaults, or avoid making difficult choices, are all classic examples of the power of friction that are well supported by academic research. Less friction translates to fewer obstacles for the end-user to overcome in order to use your product.īehavioral “frictions” generally decrease the likelihood of a user completing a specific task, and also account for a number of human biases. Product developers and UX designers can all agree - reducing the number of steps in a sign-up flow is Product Design 101.

#INSTAGRAM SIGN UP FLOW SERIES#

Instagram sign up flow