American Express card accepting merchants may create an account to view and manage their transactions. Registering for website account had a few caveats that I spearheaded not just on UX, but on product level thinking.

MY ROLE

• Own entire features from conception to design

• Build prototypes ranging from low fidelity, to production quality

• Facilitate teamwork, encouraging team members outside design background to take part in design process from beginning and onward

The Problem

Merchants have already gone through exhausting process in order to become AMEX accepting business. That being done already, Merchant website registration should not be nearly as hard, but alas.

• Outdated, and not mobile friendly

• Multiple required fields request from various groups

• Even after providing Merchant account number, ID / PW, and contact info, additional bank account information was required to finish the process

Old Registration

The Approach

• Through A / B testing, I was able to convince stakeholders to remove Confirm Password and Confirm Email Address input fields

• Old registration had required fields marked with *, or in some cases, nothing at all. I pushed to include required fields only, and if we must include non required field, indicate as optional

• Remove Step 3, and include it’s content in Registration Confirmation screen as optional field. This was difficult due to multiple stakeholders having their own priorities. I facilitated a meeting with directors and convinced them to decide on primary objective (increase registration conversion rate)

New Registration

Confirmation

The Result

• Desktop conversion rate increased 100%

• Mobile conversion rate increased 637%