UX Design and CONtent Writing
Nuralogix
Increasing sign ups by 20% with a re-written sign up flow
Nuralogix is a healthtech company that helps people keep track of their overall health through their app, Anura, that measures blood pressure in 30 seconds. With users around the world, the app is also localized in 7 languages.
I had the opportunity to improve the language and microcopy used to increase Nuralogix app's sign ups. The health app would prompt users to sign up to be able to save health results. I wrote and designed English copy and facilitated its layout when translated into Mandarin Chinese, Spanish and Japanese.
Summary
At the start of 2021, only 22% of 769 users across 60 days signed up. The year before, the average percentage of sign ups hovered between 10 - 15% across 30 days.
When speaking to users, I learned that they struggled to understand the value of signing up. The lack of clear validation on the current form also caused unnecessary frustration that prevented them from wanting to continue.
1
Project Scope
- App design
- Improve the sign up process for a high traffic app and increase the sign up rate
- Moderated qualitative interviews
How can we simplify the sign up process and convey the value of signing up to new users?
Tools
Localization
(3 languages)
I spent the most time on the registration flow, focusing on laying out localized text to fit both common iOS and Android responsive viewports.
English
Mandarin Chinese (Simplified)
Japanese
Initial Sign Up Flow
I first carried out a study with 10 unregistered users across different age groups to understand the key blockers that discouraged them from signing up:
- The reason to sign up appeared before the form. As it takes another tap to navigate to it, this "reason" page was a drop-off point for 20% of users
- Unable to validate created password and match them
- Typing passwords is more difficult on mobile due to the reduced size of the keyboard and access to required numerical/special characters. Users encountered frustration in multiple wrong passwords, amplified by the lack of a preview option
- Duplicated text for Single Sign On (SSO) option, using inconsistent language
Recommendations (Click for more images)
It was vital to clarify the language around sign up:
- Simplified, value-focused text cut out unneeded copy
- The simpler text makes it easier to localize in the app's 7 languages, and offers the user immediate reasons why they should sign up
- I combined both the value prop with the Sign up screen, increasing its prominence by anchoring it to the top of the screen. A user would be able to read it over without needing to tap "back" on their mobile device
- Password strength indicators and password visibility reduce user mistakes
- Single sign on (SSO) buttons follow familiar app principles
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Impact and Takeaways
The new sign-up flow and copy were tested with the same 10 users before its official release. A majority of them preferred the improved design, and were keen to sign-up.
22%
42%
+20%
60 day sign ups
60 day sign ups
This change was launched to all app versions, English and localized. Even though my focus was on the English version, having new users from across versions meant that the updated design worked well for the localized environments.
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Keyhole
