Optimizing Account Registration
Company Thermo Fisher Scientific
Product B2C Ecommerce Platform
Role Lead UX Designer
Team Product Manager, Engineering, Customer Service, Credit Team, Web Support
Timeline 3 months
Key Outcomes
Reduced registration friction
Improved internal routing workflows
4% increase in business registration conversion
Reduced support inquiries related to account creation
Overview
Problem
Fisher Scientific’s account registration experience had become increasingly complex over time. The registration process requires users to first register for a personal account, then to complete a long form with redundant fields and upload required documentation to upgrade to a personal account.
Analytics and internal feedback revealed several issues:
Users were not opting to upgrade to a business account after personal registration
Average completion time of 31 minutes with completion rate of only 30%
Frequent customer support inquiries related to account setup
At the same time, internal teams struggled with inefficient workflows when handling account requests, leading to delays and manual rerouting of submissions.
This created friction for both customers attempting to register and internal teams managing account requests.
My Role
I led research, facilitated design thinking workshops, and partnered with product and engineering to redesign key onboarding workflows.
My responsibilities included:
Analyzing analytics and session recordings to identify drop-off points
Facilitating design thinking workshops with cross-functional teams
Mapping customer and internal workflows
Designing improved registration flows and UI components
Partnering with engineering to implement scalable improvements
Process
Methods:
Hotjar session recordings
Adobe Analytics
Customer Advisory Service feedback
CSR email analysis
Journey mapping workshops
Key insights:
Form fields and decisions were unclear to users
Mandatory document uploads created friction early in the process
Account requests were often routed to the wrong internal team
Internal teams lacked visibility into request status
Research & Discovery
To better understand the broader ecosystem around account creation, I facilitated design thinking sessions with multiple internal teams.
Participants included:
Customer service representatives
Web support teams
Credit department
Product stakeholders
Activities included:
mapping the end-to-end account creation journey
identifying breakdowns in the current workflow
prioritizing quick wins and longer-term improvements
These sessions helped align teams around shared pain points and revealed opportunities to improve both customer-facing experiences and internal operational workflows.
Design Thinking Workshops
I redesigned the business registration form.
Key improvements included:
removing redundant form fields
simplifying information grouping
improving mobile usability
clarifying required documentation steps
Usability testing confirmed that users were able to complete the form more efficiently and with fewer errors.
Outcome
Registration Flow Redesign
Following submission of the personal registration form, users were directed to a confirmation page.
Analysis revealed this screen was underutilized and unclear, creating uncertainty around next steps.
The redesigned confirmation experience:
clarified the review and approval process
explained expected timelines
guided users toward additional account setup steps
This update helped increase engagement with the registration flow.
Confirmation Screen Optimization
Additional Opportunities
Additional opportunities were identified during the design thinking workshops, with some quick-wins and long-term initiatives still in progress.
Account Creation
The original form required users to make several decisions midway through the process.
This redesign introduced a clear decision point at the beginning, allowing users to choose their account type before entering details.
Linking Accounts
Customers needed to associate their accounts with existing billing relationships.
We redesigned the linking workflow so users could quickly locate and connect existing company addresses, reducing manual entry and errors.
The original form caused confusion between adding a company account and adding a new address.
The updated experience introduced clearer entry points and helper text, improving task clarity and reducing friction.
New Address
The combined improvements across the onboarding experience delivered measurable impact.
Key Outcomes
4% increase in business account registration conversion
reduced customer confusion during onboarding
improved clarity around account setup steps
reduced internal request rerouting
These improvements helped streamline both the customer experience and internal workflows supporting account creation.
Results
Reflection
This project reinforced the value of looking beyond individual screens and understanding the broader systems that support a user experience.
By combining analytics insights, stakeholder collaboration, and design thinking workshops, we were able to uncover both customer-facing and operational challenges that contributed to friction in the onboarding process.
Addressing these issues holistically allowed us to deliver improvements that benefited both users and internal teams.
More
Projects I’ve led or contributed to, each focused on solving real product challenges through research, collaboration, and thoughtful design.
Improved product discoverability by exposing key navigation categories, leading to 42% user engagement with the new navigation and a 3.4% lift in conversion.
Global Header Redesign
Redesigned an internal CSR request management tool to improve team visibility, request ownership, and workflow coordination.