The project was focused on redesigning the flow and the interface for registration and login processes. The goal was to increase the conversion rate and fix current usability pain points.

G-Loot is an esports company based in Stockholm. The company is focused on stats tracking, player identity and challenges.

Tasks: Research & analysis / UX / UI / Prototype

Initial flow diagram

New flow and interface

Unnecessary steps in the registration process were removed. The general step order was rearranged to have a more coherent experience. A progress indicator shows how many steps are left before the registration is complete. All the information users must know before signing up is now presented more sequentially.

More guidance was provided, especially for password hints and error messages.

Social authentication was introduced as a registration and login option.

The age-gating step was causing unnecessary friction. The full date of birth format got discarded in favor of a simplified way to verify the age limit. Visuals and payoff messages were added on the right side to make the process more engaging and consistent with the company profile.

New password hints

Critical aspects of former flow and interface (research with Amplitude, Hotjar and usability tests)

Wireframe samples