We collected user statements in Canny and prioritized this feedback based on impact and effort. We considered that verifying a user's address was core to our primary value proposition, while trust and safety were crucial to our brand and the success of the product.
I reframed the user statements into insights that the team could understand and prioritize. To make this easier, I categorized them three different ways and created an insight framing guide to build design education cross-functionally.
The team decided to fit these improvements into a larger Thanksgiving release. The time constraint helped scope broader design improvements to our sign up flow. Below are task flows that I made as part of the ideation phase. They re-imagine transparency, intentionality, and safety in address verification. Specifically, we used a service called Telesign to verify user identities at signup.
I mapped the sign up flow, calling out these the intervention points. The sign up flow diagram helped me to communicate the direction among the design and engineering teams, while the screens proved useful when presenting my intentions to the product manager and ceo.
The increased steps and copy made more sense to users and helped them better understand the our app's requirements. To accomplish this, I made info confirmations and callouts feel like achievements and milestones. In addition, I made preferred business paths feel like the common sense option.
