Account & trial activation
We were going up against the transition from a B2B product that is manually set up in house to a B2C saas product. One of the many parts of the experience that needed to be adapted was the registration and trial activation. It is important for a new product trying to break into the mainstream market to get a delicate process like that right .
Research
Through a deep benchmarking activity & moderated user tests of initial prototypes, we saw the need for first time users to be guided and have a clear understanding of the future payment process. Here is what they were saying:
“The payment is a bit confusing. I thought it was free but then it required a credit card.”
— Anonymous user
“I don’t like not knowing how long it is going to take and what is needed.”
— Anonymous user
Wizard flow
In order support the user and provide transparency, the registration and trial creation is guided through a wizard component and details about the plan and payment are always accessible.
Co-creation.
Designers worked alongside a legal team and back end developers to sort out the payment process in order to communicate a seamless project trial creation. UX writer was a crucial role in providing a consistent and transparent language.
Refelctions.
Invest in trust.
Being transparent about what you have to offer is more important than looking good.
UX patterns.
For standard UX patterns, sometimes the safest route is to copy.
Avoid silos.
A solid collaboration between product and sales is gold for customer acquisition.