Judit Bartra

haddock app

Sign-Up and Login processes optimization

Haddock is a smart cost management software designed for the horeca sector (restaurants, bars, dark kitchens, etc.). It helps businesses effectively control costs and make informed, data-driven decisions in real-time. Find out more about haddock.app

My Role

Product designer · Data Modeling · Research and discovery · Define and Ideate · UX/UI Design · Data Analysis

Skills

Critical Thinking · Problem-solving · Cross-team collaboration

Tools

Notion · Figma · PgAdmin and SQL · Intercom and Hotjar

🤔 Awareness

The data is relevant?

As customer acquisition grows, so does the number of users facing registration. We need to streamline the process and address friction points to improve activation, retention, and overall user experience. Seamless cross-team collaboration between the CS, Sales, and Technology teams is absolutely vital since the user-captured data from the process impacts all areas of our company.

After conducting a heads-up and identifying this scenario, I carried out an analysis to identify those friction points in the process. The stage involved verifying information, ensuring consistency, organizing data for clarity, and evaluating it based on defined criteria.

Existing process

Since about two years ago, the registration and login process remained unchanged from the initial implementation during Haddock's early stages. Despite implementing a few security check updates, none of them significantly impacted the user experience.

The registration process started when the deal was closed. The user accessed it for the first time and created an account through the owner's registration process. If the user had an account created already, they simply needed to access it again through the login process. Invited users who were not the owner had their own registration process.

old_login_process
old_register_process
old_invite_process

📊 Raising issues

The data shows a relevant issue?

Behaviour analysis

  • When sales team creates the user account during the demo, the user not go through the registration process.
  • Users get confused between the login and sign up flows.
  • Error message shows up when some users enter their credentials on the sign-up page, indicating that they have already registered.
  • Error message shows up when some users enter their credentials in the login field, but they haven't signed up before.
  • Friction for multi-venue customers since the registration process allows the creation of a single venue.
  • Customer awareness on how to create additional venues. Sales or CS team members guide them through the process.
  • Customer awareness on how to give access to extra employees. Sales or CS team member guide them through the process.

Data analytics

  • 16% of the invited users from active venues are yet to sign up, as their invitations are still pending.
  • 47% of the active venues have more than one user on the account, of which 55% have more than 2.
  • 36% of the active venues are from multi-venue customers accounts.
  • Number of issues raised regarding user settings (between 12-16% monthly).
  • Drop-off rates on the last 60 days:
    • 80% on signup.
    • 73% on setup.
  • 77% of unique users navigate from the signup page to the login page, and of this group, 57% successfully log in.
  • 15% of unique users navigate from the login page to the signup page, and of this group, 30% arrives at the setup process.

Feedback

  • Invited users are creating new accounts instead of joining the existing restaurant team through the invitation sent to their email.
  • Users fail to see the email they receive when the owner sends them an invitation to join the restaurant account.
  • Some invited users create a new account instead of joining the existing one and don't realise the error until some time has passed. This could cause some degree of friction because they may be already uploaded some documents in the wrongfully created account.

🌀 Problem statement

Users are facing friction during the registration phase causing a critical increase in activation times and delaying the moment when customer reaches the aha moment.

🔮 Hypothesis statement

By eliminating registration friction, we can significantly reduce the time required to reach the aha moment, leading to a notable improvement in the customer experience.

✨ Solution



Work in progress ... Just like a slow-cooked stew, this project needs a bit more time. I am in the process of putting together my portfolio and adding the final touches. I'll be presenting these projects within the next few days.