Project start: August 2020 Timeline: 3 months Client: SumUp Services: UX, UI, User Research, IA & Data Analytics Platform: Responsive Website
SumUp is a leading fintech company, operating across 32 markets on 3 continents. It is building a world where small businesses can be successful doing what they love, enabling 2 million merchants around the world to accept card payments in-store and online.
The challenge.
Redesign the onboarding flow for SumUp partners. It was September, we had recently released our new Partner Portal, and our overall conversion was below 5%. How could we increase that number and resolve any doubts that new users had in this process?
My role.
I was the lead Product Designer, working closely with a Product Manager, Developers, Data and Sales team. I worked on the discovery process, data analysis, research, sketches, prototypes, usability testing, final screens and copywriting.
Design tools.
Design process.
What was dampening partner traffic on our new Partner Portal? I first collected the access information and past tests that had already been done to increase the conversion. Then I brought people from different teams together to align problems and think about solutions in a Design Sprint. With an idea in mind, I put together a prototype and ran usability tests with SumUp leads. After learnings, changes were prioritized and implemented in the product.
Specific issues.
This project had a high level of complexity and ambiguity. Not only is it a complex topic for the user, but the information collected from new partners in the onboarding process feeds several areas of SumUp. Marketing, compliance, sales, logistics, tax, all had interests involved in this change.
1 – Content redesign
All texts, images and illustrations were redesigned to help create a story that made the most sense for the user. This process was reflected in the assembly of the prototypes, and validated in the usability tests.
2 – Step by step flow
In the original version, onboarding new users was divided into several steps. Filling in lead data, purchase intention, among others. This sequence did not have a well-defined logic, and asked, for example, for payment details before even communicating the details of a purchase. We changed the flow to a much shorter and well-defined step by step.
3 – Data validation
The collection of user data is done in a very intense way at this stage of his journey. We guaranteed that only the necessary data would be collected, reducing the amount of fields requested, giving context to the most sensitive data and ensuring that all information was covered by LGPD (general data protection law).
The results.
With the complete mapping, we could identify various possibilities for improvement in this flow, and prioritize the actions that would be applied to the product. Unfortunately I was unable to see the final result with the applied changes.
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