Converting users is not a simple task, but by applying a few UX principles, it is possible to create a more effective user journey.
In this specific case, no complete UX study was conducted. However, based on industry benchmarks and similar redesigns, an estimated conversion increase of approximately 20% can be expected.
The problem
When creating a signup flow for your application, it’s common to think, “I just need to collect the data and save it to the database”, especially of you’re a developer.
However, that’s not really how things work. Imagine you conducted UX research and discovered that users are not completing the signup process because there is too much friction.
I ran into this exact problem. After reading Nielsen’s 10 Usability Heuristics, I started questioning whether the flow I had designed myself was actually correct.
No, it wasn’t.
The real issue was the amount of friction involved in completing simple tasks. I had a form requesting sensitive information such as a password and CPF (Brazilian taxpayer identification number), which already creates a cognitive burden for the user. Then there was a 6-digit OTP email verification step. On top of that, I had an entire screen dedicated solely to enabling notifications (sorry, my mistake). Only after all of that could the user finally reach the login screen and sign in.
Just look at how many things this user had to do before they could even start using the app. It simply doesn’t make sense.
The solution
After reading about these concepts, I realized that you need to guide users properly and reduce their cognitive load. So, I decided to rethink the entire flow and made the following changes.
The first change was simple: “There’s no need for a dedicated screen to enable notifications here.” So, I removed it.
The second change was: “I need to better segment the form fields.” Instead of placing everything on a single screen, I separated the flow into two steps. The first screen contains the user's name, email address, and phone number, while the second contains the password and CPF.
The third change was: “Users need a sense of progress.” To address this, I added a progress indicator throughout the signup flow.
The fourth change was: “OTP verification and email entry should be closely connected.” So, I placed the OTP verification step immediately after the email screen.
The fifth and final change—the icing on the cake—was: “I need to authenticate users without forcing them to log in again.” As a result, I decided to automatically authenticate users as soon as they complete the signup process.
By making these changes, I was able to better align the flow with Nielsen’s heuristics and improve the overall user experience. Users now face significantly less friction when creating an account, while I still collect all the information required by the business.