As the lead UX designer, I spearheaded the creation of a streamlined, step-guided registration process that not only benefited users but also brought significant advantages to Cox Business. Rather than merely applying a fresh coat of paint, we reimagined and improved the registration process from its very inception, starting with the order process.

The previous registration method consisted of a cumbersome, singular form that often discouraged users from completing registration. While users aren’t required to register to utilize Cox Business services, not registering posed challenges if customers needed support or wished to manage their services or equipment. By simplifying the registration process through tokenized links and guided steps, we aimed to encourage users to complete registration, ensuring a better overall customer experience.

Addressing Core Issues

Upon placing an order, new customers now receive tokenized link options via email and mobile phone. This innovative approach tackled two primary challenges: engaging users to complete the registration process, which previously had a low post-order completion rate, and verifying contact methods for enhanced initial account security through multi-factor authentication (MFA).

Designing For Multiple User Flows

My initial focus was on defining multiple user flows to accommodate the various entry points: tokenized links, the default registration call to action, and administrator-guided registration. After refining these four defined flows, I transitioned to wireframing with a strong emphasis on creating a mobile-friendly, step-by-step guided process.

Prototypes of the updated registration flows were created to account for all possible iterations and outcomes. These prototypes underwent review by multiple stakeholders and teams outside of the product team, including the security team, customer service representatives, and the order management team. This collaboration ensured our solutions were accommodating to both customers and internal teams.

User Testing and Analysis

Following internal refinements, baseline user testing was conducted to ensure each flow was seamless. Additionally, we introduced more specific analysis through Pendo to better understand user behavior and swiftly address any emerging hurdles.

The project exceeded its goal of providing a better registration process for both users and Cox Business by addressing issues even before they started. Key achievements include:

• Mobile-first, step-guided registration design
• Streamlined a previously bulky registration process
• Introduced multi-factor authentication into the registration process
• Eliminated the need for users to manually enable MFA through alerts or notifications

Overall, the new registration experience significantly improved user engagement and security, marking a successful enhancement in the user experience for Cox Business customers.