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Streamlining Ohh Look's Registration

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Image of Ohh Look's new user signup flow that includes their signature yellow bus to maintain brand identity and a signup that includes signup with google and signup with Facebook for seamless signup use.

The Challenge

CONTEXT

Ohh Look, a Southern California-based service directory, experienced a high abandonment rate during the provider sign-up process. Analysis revealed that the onboarding flow lacked clarity and intuitive guidance, resulting in low provider activation and missed revenue opportunities.

Steps to Signing Up as a Provider

A diagram that showcases the steps to signing up as a provider. First by clicking "grow your business", then creating an account, then first becoming a customer, then verifying your email, then creating your customer account, then choosing your membership, and finallying, becoming a provider from there.

Overwhelming Provider Profile - User Dropoff

Image overview of the entire application users must vill out to become a provider. It is long and overwhelming and is where users drop off.

My Design Process

Images of competitors are included here to show what they offer that Ohh Look fails to offer. This includes Thumbtack, which includes a real-time preview of the profile, Angi's List, wich includes segmentation, and Rover, which includes collapsible forms.

Competitive Analysis: Identifying Industry Standards

COMPETITIVE 

ANALYSIS

Through a competitive analysis of industry leaders like Thumbtack, Angi's List, and Rover, I identified key features such as real-time profile previews, segmentation, and collapsible forms that enhance user experience and reduce friction.

Major Usability Problems

Visibility of System Status:

Unclear steps and expectations.

Recognition Over Recall:

Language and labelling weren't intuitive.

Aesthetic & Minimalist Design:

Too many fields and no visual hierarchy.

Help & Documentation:

No tooltips, examples, time estimations or support for users .

Sketching Solutions

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The Solution

STAKEHOLDER

COLLAB-

ORATION

In collaboration with stakeholders, we identified opportunities to streamline the sign-up process by:

  1. Eliminating time estimates to reduce perceived complexity.

  2. Aligning the 'Go Live' button styling with brand identity for consistency.

  3. Simplifying and repositioning the sign-up CTA to the hero section, incorporating social sign-up options for ease of access.

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High Fidelity Flow

See high fidelity prototype here
 

The Impact

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LESSONS

LEARNED

Image by Suzanne D. Williams

Increased Conversion & Engagement
Streamlining the onboarding flow and optimizing CTAs led to higher provider sign-ups and reduced drop-off, directly supporting business growth.

Image by Yoann Siloine

Smart Simplification Builds Trust
Thoughtfully removing friction (like time estimates) and introducing familiar options (like Google/Facebook sign-up) aligns experience with user expectations and brand identity.

Image by Jason Leung

Iterative, User-Centered Approach
Continuous user feedback and collaboration with stakeholders ensured design decisions addressed real pain points while setting the foundation for scalable, future enhancements.

Let's Talk Design

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