Atrápalo login

Atrápalo is a company which sells leisure deals for customers who want to spend their spare time in their city or other places. Their philosophy is to offer best price leisure, always offering entertainment and quality. The business model contemplates offering benefits to logged in users, unfortunately, despite that, it has been failing to increase login rate.

In this project, I worked as a UX designer in the design team of the company.

CompanyAtrápalo, best price leisure'sRoleUX designer

The challenge

How may we increase login in our website?

Approach

Key moments


We identified those key moments where we could communicate to users the benefits of having a social profile on the website. Therefore users could be much more motivated, by a non-intrusive way, to browse the website having logged in.
Some of the benefits were:

  • Faster purchases (personal data would be autocompleted on the shopping cart form).
  • Earning points (allowing users to purchase deals with discounts).
  • Saving your favourite plans (using it as a wish list).
  • Trusted reviews from users (knowing wether a deal is worth it or not).
Approach

Key moments


We identified those key moments where we could communicate to users the benefits of having a social profile on the website. Therefore users could be much more motivated, by a non-intrusive way, to browse the website having logged in.
Some of the benefits were:

  • Faster purchases (personal data would be autocompleted on the shopping cart form).
  • Earning points (allowing users to purchase deals with discounts).
  • Saving your favourite plans (using it as a wish list).
  • Trusted reviews from users (knowing wether a deal is worth it or not).
Approach

Key moments


We identified those key moments where we could communicate to users the benefits of having a social profile on the website. Therefore users could be much more motivated, by a non-intrusive way, to browse the website having logged in.
Some of the benefits were:

  • Faster purchases (personal data would be autocompleted on the shopping cart form).
  • Earning points (allowing users to purchase deals with discounts).
  • Saving your favourite plans (using it as a wish list).
  • Trusted reviews from users (knowing wether a deal is worth it or not).
Constraints

Quick-wins


The aim of the task was to find different quick-wins (easy implementation projects and with a big repercussion).

Constraints

Quick-wins


The aim of the task was to find different quick-wins (easy implementation projects and with a big repercussion).

Constraints

Quick-wins


The aim of the task was to find different quick-wins (easy implementation projects and with a big repercussion).

Research

Registering benefits


We looked for a reason to persuade users to log in. After having searched through the website, we found messages in some areas which offered users to register letting them know about those features (earn points, wishlist...). We decided to locate all those moments when we could transmit this messages to users to persuade them to log in. A user motivated to register on the site would also be motivated to always keep logged on the website.

Therefore, in order to persuade users, we reinforced the message about those benefits through all the website.

Benefits communication moments.
Research

Registering benefits


We looked for a reason to persuade users to log in. After having searched through the website, we found messages in some areas which offered users to register letting them know about those features (earn points, wishlist...). We decided to locate all those moments when we could transmit this messages to users to persuade them to log in. A user motivated to register on the site would also be motivated to always keep logged on the website.

Therefore, in order to persuade users, we reinforced the message about those benefits through all the website.

Benefits communication moments.
Research

Registering benefits


We looked for a reason to persuade users to log in. After having searched through the website, we found messages in some areas which offered users to register letting them know about those features (earn points, wishlist...). We decided to locate all those moments when we could transmit this messages to users to persuade them to log in. A user motivated to register on the site would also be motivated to always keep logged on the website.

Therefore, in order to persuade users, we reinforced the message about those benefits through all the website.

Benefits communication moments.
User experience

Simple and focussed


Once users had been persuaded to log in, it was important to show them an easy registration flow. So we decided to review the registration process experience to make it simple.

We decided to simplify the registration form and to focus users on activating their account, both at the end of the registration form and during the subsequent navigation through the website (without having activated yet their accounts).

Registration and activation moments.
User experience

Simple and focussed


Once users had been persuaded to log in, it was important to show them an easy registration flow. So we decided to review the registration process experience to make it simple.

We decided to simplify the registration form and to focus users on activating their account, both at the end of the registration form and during the subsequent navigation through the website (without having activated yet their accounts).

Registration and activation moments.
User experience

Simple and focussed


Once users had been persuaded to log in, it was important to show them an easy registration flow. So we decided to review the registration process experience to make it simple.

We decided to simplify the registration form and to focus users on activating their account, both at the end of the registration form and during the subsequent navigation through the website (without having activated yet their accounts).

Registration and activation moments.

Account's activation


Once we persuaded users to register, we reviewed the activation email to let users be focussed on such task without any distraction.

The activation email was therefore simplified to help users to focus on such task. Pictures were removed and it only was left plain text, to get to the point directly.

Activation email.

Account's activation


Once we persuaded users to register, we reviewed the activation email to let users be focussed on such task without any distraction.

The activation email was therefore simplified to help users to focus on such task. Pictures were removed and it only was left plain text, to get to the point directly.

Activation email.

Account's activation


Once we persuaded users to register, we reviewed the activation email to let users be focussed on such task without any distraction.

The activation email was therefore simplified to help users to focus on such task. Pictures were removed and it only was left plain text, to get to the point directly.

Activation email.

After having followed the activation link on the email, users would land on a flow where they have the opportunity to follow user profiles with the most relevant reviews on their city.

In case users were keen on receiving deals on their email, they were also asked to validate their interests, therefore the newsletter database could be more segmented and be able to send more accurate content.

Recomendations process.

After having followed the activation link on the email, users would land on a flow where they have the opportunity to follow user profiles with the most relevant reviews on their city.

In case users were keen on receiving deals on their email, they were also asked to validate their interests, therefore the newsletter database could be more segmented and be able to send more accurate content.

Recomendations process.

After having followed the activation link on the email, users would land on a flow where they have the opportunity to follow user profiles with the most relevant reviews on their city.

In case users were keen on receiving deals on their email, they were also asked to validate their interests, therefore the newsletter database could be more segmented and be able to send more accurate content.

Recomendations process.

We also redesigned the welcome email, which was attempting to attract users to subscribe to newsletter instead of welcoming them. The new email proposed emphasized the benefits of registering to the website and facilitated users to find information about that, including links to those pages where users could expand information.

Welcome email.

We also redesigned the welcome email, which was attempting to attract users to subscribe to newsletter instead of welcoming them. The new email proposed emphasized the benefits of registering to the website and facilitated users to find information about that, including links to those pages where users could expand information.

Welcome email.

We also redesigned the welcome email, which was attempting to attract users to subscribe to newsletter instead of welcoming them. The new email proposed emphasized the benefits of registering to the website and facilitated users to find information about that, including links to those pages where users could expand information.

Welcome email.

Saving in every purchase


We encouraged users to log in on the shopping cart page, showing them the number of points they could earn by this purchase.
After having implemented the new design, we gathered some data and we observed a 65.84% increase in the overall CTR. Despite the increase in mobile devices was similar, it was important to note the significant 88.22% increase in the desktop version.

Registration form in shopping cart page (left) and success metrics (right).

Saving in every purchase


We encouraged users to log in on the shopping cart page, showing them the number of points they could earn by this purchase.
After having implemented the new design, we gathered some data and we observed a 65.84% increase in the overall CTR. Despite the increase in mobile devices was similar, it was important to note the significant 88.22% increase in the desktop version.

Registration form in shopping cart page (left) and success metrics (right).

Saving in every purchase


We encouraged users to log in on the shopping cart page, showing them the number of points they could earn by this purchase.
After having implemented the new design, we gathered some data and we observed a 65.84% increase in the overall CTR. Despite the increase in mobile devices was similar, it was important to note the significant 88.22% increase in the desktop version.

Registration form in shopping cart page (left) and success metrics (right).
Future

Next steps


Next step would be the front-end development and implementation of every quick-win and gather data about user's behaviour, to validate hypotheses and iterate on them.

Future

Next steps


Next step would be the front-end development and implementation of every quick-win and gather data about user's behaviour, to validate hypotheses and iterate on them.

Future

Next steps


Next step would be the front-end development and implementation of every quick-win and gather data about user's behaviour, to validate hypotheses and iterate on them.