Product DESIGN

Makreting website

Increasing user signup completion by 42% with new signup flow.

Increasing user signup completion by 42% with new signup flow.

Company

Company

Flexiple

Flexiple

Time Duration

Time Duration

2 Weeks

2 Weeks

View Live Project

View Live Project

Project Overview

Project Overview

Decrease the Drop-offs of the talent signups via much easier and shorter signup flows.

Decrease the Drop-offs of the talent signups via much easier and shorter signup flows.

Objective

Objective

At Flexiple, we always wanted to optimize our dropping signup rates. This marks our second attempt to improve the signup flow. Our first approach tried gamifying the form, but it didn't move the needle much. We decided to take a fresh approach by incorporating AI into the signup process.

The redesign had these key objectives:

🎯 Offer talents 3 different signup options/flows.

🎯 Create minimal steps and fields for each signup flow.

🎯 Reduce talent signup drop-offs.

At Flexiple, we always wanted to optimize our dropping signup rates. This marks our second attempt to improve the signup flow. Our first approach tried gamifying the form, but it didn't move the needle much. We decided to take a fresh approach by incorporating AI into the signup process.

The redesign had these key objectives:

🎯 Offer talents 3 different signup options/flows.

🎯 Create minimal steps and fields for each signup flow.

🎯 Reduce talent signup drop-offs.

Problems found

Problems found

Job application forms are among the longest forms people complete. They need to be extensive because recruiters require substantial data to make sound hiring decisions.


Our main challenge was: 'How can we collect all talent data without overwhelming the applicant?'


We approached this problem in two ways:
1. Gamify the form experience.
2. Use AI to extract relevant data automatically.

Approach

Approach

Approach 1: Gamified Form

In the very beginning we tried having a gamified approach for our form to make the longgggggg forms a fun way to engaging.


To make the form more engaging we divided it each part of the form (basic details, education details, work experience, etc) into different steps, and completion of each step provided the user with some sort of game points and increased their level.




We carefully decided the whole point system, proper usage of the points earned and the nudges that motivated user to fill more details.




Result? The User drop-off reduced by only 6-7%. The result was positive, but we expected even more.




That’s what drived us to try a second approch.

In the very beginning we tried having a gamified approach for our form to make the longgggggg forms a fun way to engaging.


To make the form more engaging we divided it each part of the form (basic details, education details, work experience, etc) into different steps, and completion of each step provided the user with some sort of game points and increased their level.




We carefully decided the whole point system, proper usage of the points earned and the nudges that motivated user to fill more details.




Result? The User drop-off reduced by only 6-7%. The result was positive, but we expected even more.




That’s what drived us to try a second approch.

Approach 2: Three Way Form

In this new approach, rather than taking help of gamification we tried leverage power of AI & LLMs.


We thought what if rather than asking talent’s so add every details we ask them to submit their Resume and extract their all details.


But, what if they don’t have their resume updated or in their devices right now?

There we enabled them to share their Linkedin & we extract the data and build their resume from Linkedin.


If you have none of the both, then you are free to signup by adding manual details.


Therefore we had Three signup flows as per the Talent’s ease.
1. Resume Flow
2. Linkedin Flow
3.. Manual Flow

In this new approach, rather than taking help of gamification we tried leverage power of AI & LLMs.


We thought what if rather than asking talent’s so add every details we ask them to submit their Resume and extract their all details.


But, what if they don’t have their resume updated or in their devices right now?

There we enabled them to share their Linkedin & we extract the data and build their resume from Linkedin.


If you have none of the both, then you are free to signup by adding manual details.


Therefore we had Three signup flows as per the Talent’s ease.
1. Resume Flow
2. Linkedin Flow
3.. Manual Flow

Designs

Designs

Get a sneak peak at the designs for all the 3 flows

Get a sneak peak at the designs for all the 3 flows

Challenges

Challenges

AI significantly reduced the number of input fields. Users can now submit their details in just a couple of minutes. However, processing the entire document takes around 15-20 seconds.


The question became: 'How can we make the loading time seem shorter for our users?' We implemented two solutions:


  1. Added a loading bar that displays processing progress.

  2. Included engaging text messages below the loading bar to keep users occupied during Resume/LinkedIn processing.

AI significantly reduced the number of input fields. Users can now submit their details in just a couple of minutes. However, processing the entire document takes around 15-20 seconds.


The question became: 'How can we make the loading time seem shorter for our users?' We implemented two solutions:


  1. Added a loading bar that displays processing progress.

  2. Included engaging text messages below the loading bar to keep users occupied during Resume/LinkedIn processing.

Collaboration

Collaboration

Development Team

Collaborated with the Development Team to userstand the working & the limitation of the AI model & parsing models and optimise the login flow for each error cases of parsing.

Business Impact

Business Impact

~42%

Inc. in signups

completions

With our new signup flow, we saw a drastic increase in signup completions.

~50%

Users signed- up

via Resume Flow

Almost half of the users signed up via Resume Flow.

~30+

User signed up

via LinkedIn Flow

LinkedIn was at the second place. And the remaining, signed up via manual flow.