Andrea Lee Torres

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Andrea Lee Torres

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Andrea Lee Torres

Enhancing the multi-event registration flow for SkimmU

App Screen with open sidebar
App Screen with open sidebar
App Screen with open sidebar

Services

Product Design UX/UI Design User Testing & Research Design Systems

Client

theSkimm

Role

Lead Designer

Duration

2022 / 2 months

Project Summary
Project Summary
Project Summary

Each course had been treated like its own individual event rather than as part of a series. In other words, users had to go through the same registration process 4x when they should be going through it once for the entire SkimmU series.

This is partly due to our biggest constraint: using a third-party platform with its built-in components that didn’t include an easy way for users to sign up for more than one event in one flow.

Our solution was to budget and work together with the Swoogo's development team to update the UX for the upcoming SkimmU seminar (within three months).

SkimmU Money, the second seminar, performed better in getting unique users to sign up for more than one seminar (a huge jump from 22% to 76% of users signing up for all four courses).

We strongly believe that the updated UI designs of the single flow simply made it easier for them to select as many as the user desired in one screen. What likely happened in the first seminar was that the user would choose one course to register and when they were received the confirmation page, they would then drop-off since that’s where the flow of steps ended.

Each course had been treated like its own individual event rather than as part of a series. In other words, users had to go through the same registration process 4x when they should be going through it once for the entire SkimmU series.

This is partly due to our biggest constraint: using a third-party platform with its built-in components that didn’t include an easy way for users to sign up for more than one event in one flow.

Our solution was to budget and work together with the Swoogo's development team to update the UX for the upcoming SkimmU seminar (within three months).

SkimmU Money, the second seminar, performed better in getting unique users to sign up for more than one seminar (a huge jump from 22% to 76% of users signing up for all four courses).

We strongly believe that the updated UI designs of the single flow simply made it easier for them to select as many as the user desired in one screen. What likely happened in the first seminar was that the user would choose one course to register and when they were received the confirmation page, they would then drop-off since that’s where the flow of steps ended.

Each course had been treated like its own individual event rather than as part of a series. In other words, users had to go through the same registration process 4x when they should be going through it once for the entire SkimmU series.

This is partly due to our biggest constraint: using a third-party platform with its built-in components that didn’t include an easy way for users to sign up for more than one event in one flow.

Our solution was to budget and work together with the Swoogo's development team to update the UX for the upcoming SkimmU seminar (within three months).

SkimmU Money, the second seminar, performed better in getting unique users to sign up for more than one seminar (a huge jump from 22% to 76% of users signing up for all four courses).

We strongly believe that the updated UI designs of the single flow simply made it easier for them to select as many as the user desired in one screen. What likely happened in the first seminar was that the user would choose one course to register and when they were received the confirmation page, they would then drop-off since that’s where the flow of steps ended.

77% → 98%

signed up for two or more courses

77% → 98%

signed up for two or more courses

77% → 98%

signed up for two or more courses

77% → 98%

signed up for two or more courses

77% → 98%

signed up for two or more courses

77% → 98%

signed up for two or more courses

22% → 76%

signed up for all 4 courses

22% → 76%

signed up for all 4 courses

22% → 76%

signed up for all 4 courses

22% → 76%

signed up for all 4 courses

22% → 76%

signed up for all 4 courses

22% → 76%

signed up for all 4 courses

process
process
process

Event setup

Users didn’t at first know that the landing page was for an event because it was missing:
- location
- schedule and time
- price

Context & key takeaways

They wanted to know more about the topic, the purpose of the course, and what they would learn if they attended the course.

Seamless Registration

The registration process was missing some key visual cues to help the user navigate throughout the flow. We also used this opportunity to apply theSkimm’s design system styles.

Reduce the number of steps to register quickly

Each course had been treated like its own individual event rather than as part of a series. In other words, users had to go through the same registration process 4x when they should be going through it once for the entire SkimmU series.

This is partly due to our biggest constraint: using a third-party platform with its built-in components that didn’t include an easy way for users to sign up for more than one event in one flow.

Our solution was to budget and work together with the Swoogo's development team to update the UX for the upcoming SkimmU seminar (within three months).

SkimmU Money, the second seminar, performed better in getting unique users to sign up for more than one seminar (a huge jump from 22% to 76% of users signing up for all four courses).

We strongly believe that the updated UI designs of the single flow simply made it easier for them to select as many as the user desired in one screen. What likely happened in the first seminar was that the user would choose one course to register and when they were received the confirmation page, they would then drop-off since that’s where the flow of steps ended.

handoff
handoff
handoff

Designing a local library applicable for both theSkimm and its third-party platform

Since we were contracting the Swoogo development team to build the first iteration of the event registration template, the engineering handoff had to be super easy to understand.

It was important to build a component library that pulled from theSkimm’s global library of type and color styles, components (buttons, cards, etc.) so that they users can visually connect the brand with the events product. It also saved design time to focus our resources on the registration UX flow.

To set us up for success, the Swoogo engineering lead and I met every week, going through live updates and collaborating together on work-arounds if needed.

Moreover, this local library positioned us well for the future, as we always had intended to integrate events content directly onto theSkimm main website, whilst keeping Swoogo solely as the backend event technology. During the transition later that year 2023, we repurposed those card components from this project for the “Events Landing Page” (as shown in the mock below). However, theSkimm changed its business direction and discontinued events before this landing page even launched.

reflection
reflection
reflection

Landing, Course, and Registration Pages

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