Sign-Up Flow Redesign.
Streamlining TradeUp’s sign-up experience to reduce friction & boost conversion rates.
TradeUp is a marketplace platform that allows users to trade items with one another online.
I led the redesign of our sign up flow, leading to an 87% increase in sign-ups and 28% reduction in drop off. I took ownership of identifying friction points, redesigning the flow, and working with developers to ship a better experience.
Skills
Data Analysis
UX/UI Design
Stakeholder Collaboration
Dev Handoff
Timeline
1 week
Tools
The problem
Despite an initial redesign (V1), sign-ups were still stalling. Users were dropping off mid-flow, and while metrics improved slightly, it wasn’t enough to move the needle on key KPIs.
It was clear that our flow still had friction points. My goal for this next iteration was to identify those issues and make the process feel more intuitive.
(Maybe later was almost always clicked)
V1 Signup Flow
my approach
To understand where users were dropping off, I analyzed session recordings and behavioral data, creating an issue tracking log to map different user sessions that encountered issues. This revealed patterns of friction and helped me identify which changes would deliver the biggest impact.
I tracked rage clicks, drop-off points, & potential fixes across dozens of recordings.
key improvements
Below is a breakdown of the changes I made to remove friction, simplify steps, and make the process more seamless.
✅ Reduced Unnecessary Steps
Most users skipped optional, personalized steps in the sign-up flow. To address this, we consolidated multiple inputs onto single screens, reducing the flow from 10 screens to 3 and asking only for essential information. As a result, signing up became faster, simpler, and less prone to drop-off.
Cut the sign-up flow length by 70%, only asking essential information.
✅ Simplified the First Screen
Users were dropping off immediately at the first step. The original design had too many fields and felt visually overwhelming. To encourage users to complete this step, we simplified the screen, reducing cognitive load and only asking essential information needed to create an account.
Before
After
Visually overwhelming & asking too much, too soon.
Minimal effort required, less visual clutter, cleaner UI.
✅ Added Clear Error Feedback
Users frequently ran into input errors with no guidance, leaving them confused, unable to proceed, and often abandoning the process. I worked with dev to implement instant, clear error messages, helping users understand and fix issues immediately.
Error messaging prompts
✅ Identified & Fixed Bugs
Dead clicks and broken elements were frustrating users. Using Microsoft Clarity, I identified sessions with patterns such as rage clicks, quick backs, and JavaScript errors, which helped pinpoint bugs. I documented common issues from these session recordings and worked with devs to fix each one, improving the overall user experience.
Snapshot of error insights
result
87%
Increase in Sign-Ups
The following projects contributed to an 87% YOY increase in user sign-ups, nearly doubling from 1,604 to 3,006.
28%
Reduction in Drop-off Rates
The streamlined sign-up flow led to a 28% reduction in drop-off rates, indicating improved user engagement during the sign-up process.
What I Learned
Detach from your work. My original, more complex design wasn’t working. Instead of clinging to it, I quickly pivoted to a simpler version that ended up driving better results. This project helps reinforce the idea that I can’t care about how much time something took, what matters is whether or not it performs.
Adapting to context. This project reinforced the importance of having a flexible approach in design. While I might prioritize deeper user research in more complex or earlier-stage projects, session recordings were an effective way to spot friction in this context.
Challenges
Time constraints. I was given 1 week to complete this project, so we needed fast results. There wasn’t room for deep research or long iteration cycles, so I had to make quick, confident decisions using the data I had.
Technical constraints. Some of the biggest blockers were technical. I didn’t know how to fix them, but I focused on giving the dev team everything they needed: documented bugs, linked recordings, and clear context. That collaboration helped us move faster towards a solution.
Thanks for reading!
