Trainline Sign in & registration

Client

Trainline

Project

Sign in & registration

My role

Lead Product Designer

Summary

Sign in and registration redesign on the homepage and multiple mid-funnel placements led to an increase of logged in transactions by up to 60%. Logged in customers have a higher long term value than guest transactions.

The problem

80% of customers use guest checkout even when they have an existing accountand aren't able to easily manage their bookings.

Goals

Increase sign in and registration rate

Improve self-service for existing bookings

Significant cost reduction for contact centre

Have a positive or neutral impact on conversion rate

Bring the UI in line with the new design system

Improve accessibility

Goals

Increase sign in and registration rate

Improve self-service for existing bookings

Significant cost reduction for contact centre

Have a positive or neutral impact on conversion rate

Bring the UI in line with the new design system

Improve accessibility

Registration page before redesign

My role

As the Lead Product Designer for the Engagement squad I worked with a Product Owner, Business Analyst and dedicated development team to assess, design, develop and iterate customer engagement related projects.

I reported directly to the Head of Design and reviewed my work with the broader design and product teams to ensure consistency.

Considerations

Logged in customers have double the long term value of guest transactions

Don’t navigate user away from the page

Global header changing

Marketing opt in follow up page

Accessibility

The process

Competitor analysis

Review analytics

Consult stakeholders

Establish key objectives

Iterate designs

Stakeholder review

Initial UI exploration

Initial wireframes

Finalise designs

Present to stakeholders

Development

Multi-variant test

The process

Competitor analysis

Review analytics

Consult stakeholders

Initial UI exploration

Initial wireframes

Establish key objectives

Stakeholder review

Iterate designs

Finalise designs

Multi-variant test

Development

Present to stakeholders

The process

Competitor analysis

Review analytics

Establish key objectives

Consult stakeholders

Initial wireframes

Initial UI exploration

Iterate designs

Stakeholder review

Finalise designs

Present to stakeholders

Multi-variant test

Development

Exploration

A modal, separate pages and a popover were all considered as options. These were explored in detail before committing to a popover bubble. The main benefits of the popover bubble are that it is reusable across the entire site, it doesn’t block the customer from performing other actions and it doesn’t navigate the customer away from their current page.

Modal option

Separate page option

Popover bubble option

Variant testing

Multiple tests were implemented across the site including Google one tap for returning customers, the new popover bubble, new static pages for mid-flow and social sign in on the passenger details page. Different sections of the site had different requirements and as a result we implemented multiple solutions after testing.

Deliverables

There were 6 primary deliverables handed over to developers:

Reusable popover component for sign in and registration

Google one tap sign in for returning customers

Refreshed static sign in and registration pages

International passenger details registration prompt

International passenger details social sign in prompt

UK mid-booking flow sign in or register prompt

Reusable popover component

Google one tap

Static pages

Intl Passenger registration prompt

Intl passenger details social prompt

Mid-booking flow

Outcomes

We knew that customers who are logged in when they check out were worth double the long term value of a guest customer. Our improvements across the site increase the number of logged in transactions by:

31.8% for UK desktop web

50.3% for UK mobile web

39.8% for international desktop web

59.2% for international mobile web

UK Desktop Web

UK mobile web

Intl Desktop Web

Intl Mobile Web

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