Self Service Registration
Overview
Objective: Create a self-registration process to increase customer registration by removing the middle workers and unnecessary email communication.
Problem statement: Customers aren't satisfied with the customer service registration process because it is cumbersome and timely. There is too much time spent going back and forth between customer service and emails. The emails don’t arrive within the customer's registration deadlines, or they get sent to the wrong email. That has caused delayed registration and caused customers to not register with the company.
Role: Designer, Researcher
Primary Research
To find out who the primary customers are and their roles, I interviewed the company's sales team. I wanted to learn about the various users, and why they want to register. I interviewed various business stakeholders and the project's Business Analyst to learn about the current registration process. I wanted to know what they envisioned for the new registration process. I also asked to see any data from their current registration process to find trends and patterns that could guide the design direction and lead to further research. Also, competitor research was done.
User Personas
Personas made based on the data gathered from the primary research.
User Flow
Collaborated with the BA and Lead Developer to iterate on user flows for the various registrants. Back-end and front-end processes were considered. The backend included SalesForce, business intelligence, and the delivery system processes and feasibility.
Hifi Wireframing
Final Iteration
Clicked Get Started button on the homepage and started the self-service registration questions.
Clicked to self-register my organization
Key Performance Indicators
The self registration project had been considered since 2022-2023 by the company because it was receiving a lot of cases from customers in regards to questions about the process and errors they were experiencing.
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After going completely self-service registration in 2023-2024, cases decreased from having thousands of cases to less than 20 cases on average. Furthermore, peak registration had an increase of 433 registered organizations compared to 2022-2023.
Retrospective
Limitations and constraints: We did not have access to test on end users because the users are teachers, school principals, school administrators, and district administrators. The project had to be made during the school off-season when organizations where not registering. The company being in EdTech meant that the working ours and schedule is the same schedule as it is for those that work in education.
Solutions: We relied on past data to inform our decisions. Also, I worked with the customer service team and the sales team to utilize their knowledge and qualitative data to further learn about user pain points, wants, needs, and behaviors.
Next steps: The company has set up a research team, and they are going to gather user feedback on the registration process to see where we can iterate and improve further for phase two of this product.