Our team’s challenge was to figure out how to get more users to sign up for the newsletter when they register for our product.
Project
Three UX designers and two software engineers; front end and back end developers.
Two day sprint/ concept project
Process; User research > Plan > Design/Copy > Prototype > Test
User profile
Frequent visitor to client’s mobile site
Knowledgeable and engaged in the industry/topic represented by client
Technically savvy, digital native
Concerned about how their information is being used
How I helped
Wrote all headers, sub-headers, body copy, category names, and footer
Created topic specific. directive calls to action
Generated a sense of curiosity and excitement
Assured users their information would not be sold to 3rd parties
Conducted research on Maker Events
Named Maker Event categories to create opportunities for personalization
Here’s the desktop version of our design. My headline “Invent, design, make, tinker, and otherwise explore,” grabs attention with punchy, descriptive text; letting users know exactly what our product is all about and how signing up can benefit their lives.
Drive engagement
Our user wants to know they’re getting something of worth in exchange for their personal information. The sub-header “Stay in the loop about topic specific events in your area” lets users know the value of subscribing.
Our user wants to feel good about signing up. To increase desirability, we’ve provided them with the option to customize their experience.
While considering category names, I did an open card sorting exercise with 10 participants. This allowed me to see which titles best described maker events and resonated most with users.
The CTA on the button “Subscribe now” is simple and straightforward, letting the user know what they accomplish when they hit the button.
Privacy matters.
I used a friendly, reassuring tone when writing the footer. Our user needed to know that the sign-up experience is a legitimate and seamless part of our client’s business. They don’t want to feel like they’re giving away their information to a third-party site. To make sure my user feels in control of this experience, I let them know they’ll be able to unsubscribe anytime.
Considerations for further iterations
Our intention was to simplify the subscription experience by presenting it in one step.
The choice to leave the form fields in a default empty state without hint text, was intentional. Considering our user is tech savvy, and these are common conventions, our design favored a more simplified approach, that would avoid cognitive overload.
Next steps would be to decide how to approach error states and error messaging. Most likely a visual error state would display on the form field and a message would display below. It could be something playful like, “Oops, try again” or if we wanted something more directive, we might say, “Check that you’ve entered a valid email address.”
Ideally, I’d want to spend more time identifying what the correct voice and tone is for my users to know which words work best. I would like to do some A/B testing to see which voice users prefer.
Although there is still work to do, this was a solid effort for a two day sprint.