The sign-up form wasn't converting too well, and we wanted to increase the number of users who sign-up for The Buyers Network.

In addition, we wanted to improve the experience and refresh the look and feel.
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I worked with my product manager, and we created several assumptions about why the form wasn't converting well that we wanted to test and validate.

‍Assumptions - possible why’s:
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• The experience was long
• There were too many questions
• The user experience was confusing
• The look and feel felt outdated

Below is a user story I created to help me better understand the user's needs.

I started by sketching different ideas to get quick feedback from my product manager. Once I had my sketches ready, I created a user flow.

We made a few changes to the sign-up form, including:
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• Reduce the number of questions in the form
• Refresh the look and feel
• Refresh the existing design components

Below are key screens for The Buyer's Network I created in Figma.

As part of this project, I worked on updating the brand style guide and components for OpenAgent that I used in this project.

Some of the changes to the brand style guide were:

• Colours
• Typography
• Iconography
• Updating existing components

I recommended using a soft 8pt grid rule to effectively create components that were consistent across and would be easy to implement.

The updated form version performed exceptionally well, and the conversion rate increased significantly. It was great to work on re-designing The Buyer's Network form as we improved the overall design and experience, giving our users a much better and satisfactory experience.