FreePass
StreetEasy
We wanted to encourage more activity to happen during logged-in sessions. Registered users unlock tools that give them a richer site experience as well as more impactful communication around their activity.
Role:
UX / UI Design
Other team members:
PM
Dev Team
Marketing
Platform:
Web
Goals
- Growth - faster account creation from more places
- Engagement - drive more logged-in sessions
- Better data - link behavior back to users
- User ease - no password required interested in
Identified
Pain Points
Returning users are not able to easily
access their past activity
Sign up experience is inconsistent
across platforms
Top 3 locations where users first provide their email address:
47%
Users making contact
26%
Users attempting to save
9%
From the nav / site-header
Solution
Update the sign-in / registration flow
that allows us to create accounts where we
capture emails, without a password.
This project impacted both our consumer as well as our industry users. It also included multiple states depending on which stage of sign-up process the user was at.
To help understand the impact and scope of work, I first put together a user flow diagram. This was reviewed with the devs so they could begin the backend work while the front end was being finalized.
The initial scope focused on the three main email capture points - contact, save and navigation. Following it’s success, next steps included adding FreePass to the share feature, notification alerts as well as integrating Google One Tap.
Results
We went from 775 traditional accounts to 1,418 FreePass accounts (2,219 accounts total) a year later for a ~1.8x uplift.
With the additional new users, we saw lead conversion also positively impacted.
↑1.8x
Accounts per Day (YOY)
↑5%
Lead Conversion, New User
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