UltraViolet™ Account Creation Process

• Objectives
• Solution
• A/B Testing
• Summary

Objectives

Best Buy® CinemaNow® decided to partner with UltraViolet™ (UV) as part of a major brand initiative to broaden their customer base. Initial results of the campaign were subpar at best, so the marketing team was asked to examine the registration box and subsequent page flows to improve conversion rates.

Registration Box

The original registration box (see UltraViolet™ Registration Box Redesign, left side.) was required to handle the three case scenarios: 1) Link a UV account 2) Prompt the user to link a UV account when a cookie was detected and 3) enable the user to create a new UV account that was automatically linked to their CinemaNow account.

Registration Flow

The original registration flow was cobbled together from mish-mash of screens that left the customer confused and often abandoning the process. It was up to me to determine how things should properly function to save sales.

Solution

The core of all my design work is the message. Understanding what it is, and who I am speaking to. With this as my base I was able to turn this failing project into a highly successful campaign.

Registration Box

After deciphering what the original box was asking the user to do, I was able to focus on simplifying and condensing the message (see UltraViolet™ Registration Box Redesign, right side.) Utilizing labels, cookied content, and container boxes, I was able to take the disjointed messaging provided by the original box and successfully restructure the layout into something that made visual sense to the user.

Registration Flow

The first task was to determine the possible case scenarios the registration process would face. In total I identified eight variants (described in slide 1 of UltraViolet™ Registration Page Flow, opens in a new window) to design around. The next step was to research the back-end limitations by working directly with the IT team. Using these two studies as my base, I was able to successfully integrate the new UV technology in a way that minimally impacted our IT team while accomplishing marketing's goals with a simplified, more effective user experience.

Landing Page

To help provide a seamless user experience, I developed a custom landing page in conjunction with the project. This page not only educated the customer about UV (and why they should go to the effort of setting up an account) but it also provided a convenient location for banner and email marketing to land on.

A/B Testing

Rovi relied on Google Analytic funnels to externally test our new content. This constraint heavily restricted our testing capabilities because of the IT team's project backlog. The initial results of the new funnel were so successful, though, that Best Buy determined further testing was not required. The new funnel kept and converted customers at an astonishing rate.

Summary

• Utilized cookied content to effectively shorten and improve the registration process and prevent drop off.
• Communicated and worked with the IT team to develop a solution that was effective and quick to implement, rather than designing a solution that would require weeks of custom set-up.
• Developed one of the first marketing driven landing pages hosted on CinemaNow.com. Leveraging the effectiveness of this page, marketing was able to open doors to new campaign types and tools (such as the UV Code Redemption Page.)