Type
Duration
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UX Design
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UI Design
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Workshop
Improved willingness to create an account by 35%*
GM's car rental app was struggling with high bounce rates after initial download (only 36.9% created an account).
About the project
Created clarity and built trust with users by redesigning the signup process and adding contextual help.
Users who create an account complete the sign up process at rates of 68–82%. This included giving credit card information and driver's license information. However, nearly 2 in 3 users who download the app leave before even creating an account.
Challenges
The quantative data showed the largest drop off not at credit card or driver's license entry, but at the initial account creation.
I helped run testing that uncovered why this drop off was happening and design solutions to address them.
This entailed recruiting 12 members matching the target user profile, running in-person over-the-shoulder sessions with task flows and questionnaires, and distilling the results.
Participants who expressed willingness to sign up consistently cited clarity of pricing, free membership model, and streamlined flow. Those who hesitated raised concerns around not understanding what Maven was, if it was available near them, or if there were hidden fees.
Summary
Improved willingness to create an account by 35%*
*Results compare data tracked in-app to intent expressed in usability testing. While usability testing cannot predict real-world conversion with statistical certainty, the directional signal represents a potential 35% relative improvement over the existing step-one conversion rate. Validating this through an A/B test or phased pilot is the recommended next step.
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