FREELANCE UX WRITER

Overview

Retirable is a retirement planning tool built to help Baby Boomers prepare for the golden years.

As a UX writing consultant, the CTO tasked me to look at opportunities to make the first touch with Retirable more engaging and human to increase successful sign-ups.

Step 1: Audit the existing flow

To understand the performance of the current flow and where the weak spots were, I audited the pre-existing sign-up flow.

Click through below to see my audit of the sign-up flow.

Step 2: Competitive analysis

To understand how Retirable’s sign-up flow looked compared to alternatives, I analyzed the sign-up flow of two competitors: Silvur and Capitalize.

Themes

I saw 3 themes in Silvur and Capitalize’s sign-up flows:

1. Both startups visualized progress throughout the flow

2. They had the user create an account before delivering value

3. They had manual and automatic set-up options

Opportunities

I saw 2 opportunities to improve upon Silvur and Capitalize’s sign-up flows:

1. Add the “why” behind the question

2. Thread the problem solved throughout sign-up

Hypothesis

After conducting the audit and competitive analysis, I concluded that by streamlining the sign-up flow to focus on the precise value delivered in a measured, helpful way, we’ll create a more engaging, human first touch with Retirable, increasing successful sign-ups.

Step 3: Flow exploration

It became clear the UX copy wasn’t the only problem; the story and the logic of the flow needed to be iterated on.

I brainstormed 3 flow iterations that could solve the hypothesis:

Iteration 1

Hypothesis: By getting people into the product ASAP, we lower the cognitive load and incentivize exploration at one’s preferred pace.

Iteration 2

Hypothesis: By centering sign-up around one hook/focus/carrot, we provide a clear outcome for the sign-up flow, incentivizing people to continue.

Iteration 3

Hypothesis: By breaking up sign-up into contextual subsections, we are candid about the relevancy of the information we’re asking for, building trust and incentivizing people to continue and complete sign-up.

After reviewing the flow iterations with the CTO, we decided to move forward with iteration 2.

Implementation

Click through the screens below to see the shipped sign-up flow revamp.

Results

The revised sign-up flow resulted in a 34% lift in successful sign-ups