At Which?, the website sign-up journey was causing significant user fallout with confusing navigation and poor mobile experience, resulting in low conversion rates and subscription numbers. 

I needed to redesign the sign-up journey to be fully responsive, creating an accessible interactive service that would reduce fallout points while communicating the proposition to the user. 

• Conducted journey mapping and analysis through analytics examination and face-to-face usability testing (only 5 of 12 participants completed sign-up).

• Identified critical pain points: address look-up, terms and conditions, payment completion, and unclear messaging about benefits.

• Led stakeholder workshops to gather requirements and ensure alignment.

• Created sketches, wireframes and prototypes at varying fidelities with continuous stakeholder input.

• Implemented further rounds of usability, accessibility testing and A/B testing, collecting metrics and user feedback to iterate on insights.

• Redesigned the information architecture to simplify the user journey.

The redesigned, fully responsive journey was dramatically simplified with improved performance and a 44% completion rate within two months of implementation. Users reported improved ease of use and a greater understanding of pricing and membership benefits.