Complete case study · reorganised from the original Notion export without removing the research, decisions or evidence.
📌 The Problem:
The registration flow is driving high drop-off, preventing users from completing signup.
🎯 The Goal:
Increase registration completion by reducing drop-off in the signup flow, while staying compliant and secure.
*Completion = account created
📉 Define Success Metrics:
Primary metric (success)
- Registration completion rate = % of users who start signup and successfully complete it.
Diagnostic funnel metrics (where drop-off happens)
- Step-to-step conversion rate (per screen/step)
- Error rate = % of sessions that hit an error during signup
Speed metrics
- Time to complete registration
👇 Here’s my step-by-step approach to the design process ✨
💭 What’s the Conclusion?
Final takeaway
This flow can’t be “short” in the traditional sense, compliance and security make it naturally long. The real opportunity is to make it feel effortless by removing dead ends, preventing progress loss, reducing uncertainty, and helping users move through each step with confidence.
Next steps (what I would do first)
To drive impact quickly, I’d prioritize and ship improvements in this order:
Now (highest impact)
- Recovery & data retention (return from Help/exit)
Prevents the most painful drop-offs caused by lost progress.
- Error handling framework (user vs. system + actionable guidance)
Reduces “I’m stuck—what do I do now?” moments.
- Connectivity handling
Prevents “Next does nothing” silent failures.
- Reduce steps / defer non-critical screens
Moves optional and non-essential confirmations out of the core flow.
Next
- Autofill (address suggestions / third-party pre-fill)
- OTP improvements (OTP AutoFill)
- Auto-transliteration (Greek → Latin with preview + edit)
Later
- Positive confirmations (“you’re on track”)
- UI noise reduction (visual simplification)
📈 How I would measure success
Success metrics
- Registration completion rate
- Step-to-step conversion rate
- Error rate
- Time to complete registration
If results remain flat, I’d treat it as a signal to dig deeper: analyze drop-off by step and segment (new vs. returning, device, connectivity, language), validate remaining hypotheses with qualitative evidence (usability testing), and run targeted A/B tests to determine which experience drives the highest completion without compromising compliance or security.
✨ Outcome: a registration experience that feels calmer, faster, and more trustworthy, so more users finish what they started!
🕵️ Katerina Vero
Discover & Define
In the Discover & Define phase, I first reviewed the current registration flow end-to-end to understand how it works today and where users are likely to drop off and why. I went through the process myself to document each step and the overall effort and clarity of the journey.
🕵️ My first impression was that the experience feels more like a web view than a native app. The UI is a bit noisy, and the registration flow feels longer than it needs to be.
Then I evaluated the flow from a user perspective by running a set of common edge cases (e.g., invalid fields, leaving the flow and return, and connectivity/server issues) to see how the product responds and whether users can recover without losing progress.
This helped me identify the main friction points and failure moments driving drop-off, and set clear priorities for improvements.
After reviewing the registration flow from a user perspective, I identified the following issues. Let’s go through them 👇
I also highlighted a few UX opportunities to improve the registration flow.
🕵️ Okay, now that I’ve reviewed the existing registration flow and identified the main issues and improvements, I wanted to see how others handle this experience. Who are our key competitors, and what do their registration flows look like?
🔎 Let’s take a look.
Competitive Analysis
Before jumping into the design phase, I took a quick look at what competitors are doing. I reviewed their registration flows to see how they structure the steps and what information they ask for, so I could compare patterns and identify opportunities for improvement.
I reviewed the registration flows of key competitors such as Novibet, bet365, Pamestoixima, and bwin.
| Competitors | Novibet | Bet365 | pame stoixima | bwin |
|---|---|---|---|---|
| Registration Flow | It’s long | It feels too long | Feels short | Feels short |
| Steps | 4 (required) + 1 (optional) | 5 (required) +1 (otional) | 3 +1 | 3 + 1 |
| Information | • personal (email, first name, last name, phone, address,gender) |
• ID • Credentials • promo code • • limits • Favorite team | • personal (email, first name, last name, phone, address,gender) • location • ID • limits (mandatory) • Credentials • promo code | • personal (email, first name, last name, phone, address,gender) • ID • limits (optional) • Credentials • promo code • Favorite team | • personal (email, first name, last name, phone, address,gender) • ID • location • citizenship • Credentials • promo code • limits |
| Cons | • Shows error feedback too early, which can feel annoying. | • There are 5 + 1 steps, feels too long | • Doesn’t keep the registration data | • Keeps only the e-mail |
|---|---|---|---|---|
| Pros | • Keeps only the necessary information in the registration steps and collects optional details after signup. |
• Provides clear feedback so users feel they’re on the right track. • Keeps registration data | • Clean UI • Helps user move faster on some steps (Address) • Keeps registration data | Feels short | • Provides clear feedback so users feel they’re on the right track. |
🕵️ After looking at competitors, it became clear that registration in this type of product is naturally longer, because users have to provide a lot of personal information for safety and compliance. Most competitors ask for the same mandatory details, so these requirements are likely driven by regulations.
So we can’t just remove the fields, but we can make the flow smoother and help users complete it faster.
So, after gathering these insights, by identifying the key issues and reviewing competitor flows, I proposed solutions to address user pain points and improve the overall registration experience.
👇 Here’s what I came up with.
Solutions
Here are the solutions I came up with to fix the key pain points, and make the experience smoother. 👇
After reviewing competitor flows, I identified three additional changes for the final steps of the registration flow:
- Keep one verification step (phone number OTP) in the main flow and make email verification optional.
Users can verify their email later via a link or from Account Settings.
- Remove the limit confirmation step, since it adds friction without clear value during registration.
Users can update these limits anytime from Account Settings.
- Remove the custom notification consent screen from registration.
We can request notification permission after the user completes signup, when it’s more contextual.
👉 These are suggestions based on the insights gathered. The final decision depends on business goals and how these steps impact security, and activation.
Taking these pain points and competitor insights into account, I arrived at the final designs ✨
🚀 Let’s dive in!
Final Designs
👇 Here you can see the final Designs & Flows!
🕵️ How could these changes and improvements impact the registration flow and reduce drop-off?
Some of these issues can be strong enough to make users abandon the flow on their own (e.g., progress loss or unclear errors). But even the smaller ones add up, creating friction, uncertainty, and interruptions that significantly increase drop-off in a long, form-heavy journey.
Here are the key ways to improve the registration flow and reduce drop-off:
1) Recovery & Control (prevent accidental drop-off)
- Save user progress and allow return after visiting Help / leaving the flow
2) Speed & Effort Reduction (help users move faster)
- Third-party sign-up to prefill key details (email, first/last name)
- Autofill address details where possible (autocomplete / postcode lookup)
- OTP AutoFill
3) Real-time Guidance (prevent errors early)
- Provide real-time validation and feedback as users complete fields (Date of Birth)
- Auto-transliterate Greek input into Latin characters (with editable preview)
4) Reduce Steps (shorten the flow)
- Remove unnecessary steps that don’t add value to completing registration (move optional fields after signup)
5) Clarity & Confidence (improve emotional experience)
- Clearer error messages (user-correctable vs system errors)
- Positive confirmations (“you’re on track”)
- Reduce UI noise to make screens easier to scan
Each change on its own might not make a big difference or any difference at all. But together, they reduce friction across the entire flow and are much more likely to move the metric.
👉 Feel free to dive into the prototypes to experience the flow and see how the improvements come together → https://www.figma.com/proto/l2burQfvVFcIy8xQSOe1a3/%F0%9F%93%8C-Stoiximan-s-Registration-Flow?page-id=112%3A4830&node-id=481-32811&p=f&viewport=649%2C-1479%2C0.27&t=KjNLXeOKDBo6U1Dv-1&scaling=scale-down&content-scaling=fixed&starting-point-node-id=481%3A32811&show-proto-sidebar=1
After reviewing the prototypes, here are my final thoughts 👇