2023
This case study provides a high-level overview of the project and key outcomes. I would be glad to provide further insights and discuss the details upon request.
Houzy is a B2C platform for property owners, buyers and sellers.
The open ecosystem integrates user-friendly online tools such as property valuation, energy calculator, mortgage comparison, property search and more. It also connects users, craftsmen and other property experts with a single click.
At Houzy, there are multiple onboarding channels and flows that leads to registration across different tools. While testing showed that some users dropped off during earlier steps in various onboardings, the final registration step was a critical bottleneck—we lost over 80% of the users who reached it. The most efficient way to drive results was to focus on improving this shared registration step, which acted as the final gate to conversion across all tools.
• preparing user-centered designs aimed at improving the registration flow and overall user experience. Over several months, we tested multiple versions of the registration screen, experimenting with different layouts, designs, UX copy, interactions, and button labels.
Key factors that improved the completion rate: The improvement in registration completion was significant. The most impactful change was removing the Name and Last Name fields, which immediately boosted completion rates. Combined with other optimizations—such as new copy, button labels, and trust signals—the overall completion rate in this step increased from ~16% to av. 27% (in some tools +35%). We plan to explore alternative layouts and interaction models, such as multi-step flows and login options using email or social accounts, to further enhance performance and user satisfaction.
Problem
My role
• collaborating closely with the marketing and product team to align messaging and visuals that encourage registration completion.
• conducting A/B testing and analysing screen recordings to evaluate design variations and identify the most effective solutions.
Process & Solution
• removed the Name and Last Name fields
• changed the title and lead text, made it much shorter
• updated the button label from “Register” to “Show results”
• made SSL information more prominent to build trust
• replaced the checkbox “I accept the Privacy Policy and Terms and Conditions” with just a statement: “By registering you agree to the Privacy Policy and Terms and Conditions”
• added Google score to enhance credibility
• removed the picture showing a tool preview to reduce distractions and avoid confusion
Result
The exact impact varied across Houzy's different tools (e.g., Solar Calculator, Plant Manager, Heating Efficiency Calculator), as each tool has a unique user intent and flow. We tested the new registration experience across multiple onboardings in parallel, which helped us validate changes at scale.
To maintain a consistent user experience and reduce maintenance costs, we kept the registration screens unified across all tools.
Next steps