OPEN
Mobile App Onboarding - Increased Accounts 20%
UX Designer
Problem
The mobile app onboarding flow had high drop-off rates and low account creation. Users found the sign-up process complex and time-consuming, with too many steps and unclear requirements. In a highly regulated environment, we needed to balance security requirements with usability. How might we redesign the onboarding journey to increase account creation on the App during covid?
What I did
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Owned the end-to-end user journey from discovery to account creation, redesigning the complete onboarding flow
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Simplified user input by reducing form fields, implementing smart defaults, and progressive disclosure patterns
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Balanced safety vs usability by designing clear validation messages and contextual help that met regulatory requirements without overwhelming users
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Optimized the conversion funnel by removing friction points and creating clear progress indicators
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Managed stakeholders across product, legal, compliance, and engineering to align on requirements and design decisions
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Conducted user research and A/B testing to validate design improvements and measure impact
My key contribution
Owned the end-to-end redesign of the mobile app onboarding journey, increasing account creation by 20% while maintaining compliance in a highly regulated environment.
Highlight:
I redesigned the complete onboarding flow from discovery to account creation, simplifying user input and balancing safety with usability. By implementing progressive disclosure and clear progress indicators, I reduced sign-up drop-off by 35% and improved time-to-first-value from 15 minutes to 5 minutes, all while maintaining full regulatory compliance.
Results & Impact
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20% increase in new account creation
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35% reduction in sign-up drop-off rate
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Improved time-to-first-value from 15 minutes to 5 minutes
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Maintained 100% compliance with regulatory requirements
Overview
The Mobile App team at Booking.com operates in a highly regulated environment with strict compliance requirements for account creation and user verification. The mobile app onboarding flow had high drop-off rates and low account creation, with users finding the sign-up process complex and time-consuming. The team needed to balance security requirements mandated by financial regulations with usability—a challenge that required careful design to meet compliance standards without overwhelming users. In a competitive mobile travel market where first impressions and time-to-value are critical, the department needed a redesigned onboarding journey that could increase account creation while maintaining full regulatory compliance.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Booking.com.
How might we redesign the onboarding journey to increase account creation on the App during covid?
How I structured the problem space to guide design decisions
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simplicity through reduced input and smart defaults
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clarity through clear progress and requirements
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compliance through validation that meets regulatory standards without creating friction
Using user research and funnel analysis, I identified that the key was progressive disclosure—asking for information when needed rather than upfront, and providing clear context for why information was required.
Information Architecture
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Designing modular, scalable components that integrate across the product ecosystem
Approach
Benefits
- •Reduces technical debt through reusable components
- •Enables faster iterations and scalability
- •Creates enterprise-scale solutions
Navigating complexity through cross-functional collaboration
I worked closely with product managers to define onboarding requirements, with legal and compliance teams to ensure regulatory adherence, and with engineers to implement validation and security measures. I facilitated stakeholder workshops to align on the balance between security and usability, and conducted user testing to validate design decisions. Regular syncs with cross-functional teams ensured the redesign met both user needs and business requirements.
Challenges and trade-offs
This project required balancing usability with regulatory compliance, simplifying the flow while meeting strict security requirements.
Key Challenges and Solutions
Safety vs Usability Balance
We needed to collect extensive information for compliance, but asking for too much upfront caused drop-offs. I designed progressive disclosure patterns that collected information in stages, with clear explanations of why each piece of information was needed, balancing security requirements with user experience.
Stakeholder Alignment Across Multiple Teams
Product, legal, compliance, and engineering had different priorities and requirements. I facilitated workshops to align on the balance between security and usability, creating design solutions that met all requirements while improving user experience.
Simplifying Complex Input Requirements
The sign-up process required many fields with complex validation rules. I redesigned forms with smart defaults, inline validation, and contextual help that guided users through the process without overwhelming them.
What I learnt
Redesigning the mobile onboarding journey taught me that simplicity and compliance aren't mutually exclusive—with thoughtful design, you can meet regulatory requirements while creating a delightful user experience. By using progressive disclosure and clear communication, we reduced cognitive load without sacrificing security. The key was understanding that users don't mind providing information when they understand why it's needed and when the process feels manageable. This experience reinforced the importance of stakeholder management in highly regulated industries, where aligning product, legal, and engineering teams is crucial for successful design outcomes.
Feedback
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