A/B Testing
RedesignServiceEnrollment
Blueprint and data analysis
Context
As a Product Designer, I diagnosed and redesigned the participant registration journey:
- I analyzed data from Google Analytics and Microsoft Clarity, identifying bottlenecks and abandonment patterns;
- I conducted a heuristic evaluation and mapped the existing journey, identifying navigation, validation, and feedback issues;
- I restructured the flow into a guided experience, with clear progression, step-by-step validation, and reduced cognitive load;
- I developed the redesign proposal in Figma, prioritizing usability, operational efficiency, and regulatory requirements.
Results
Even without A/B testing, the MVP delivered in record time has already made a meaningful impact:
−32% registration abandonment
Making status clear and empowering clients to complete registration without assistance.
−41% cancellations during registration
Fewer steps and clearer forms.
−27% average completion time
Users completed registration without relying on third parties or B3 support.
−35% errors at final submission
Thanks to real-time field validation as users progress through registration.
From a business perspective, service enrollment stopped being a bottleneck and started supporting client activation, growth, and lower support costs with greater user independence.
