Version 1 of Registration was launched in September 2020. Through analysis we at Penn have discovered the following issues through user testing: WCAG accessibility protocols not met throughout the registration process, information overload with a two-step process, progression bar unclear of use with so few of steps, validation states were not obvious to users what was needed to pass to the next steps, and registration failure was at an all time high with state regulations. Our goal was to solve for all of these issues and to make the experience better.
My Role
○ Act as the lead ux designer in this initiative, ultimately collaborating with team members within Player Account and Compliance to create a more dynamic, broken down digestible design to help increase the amount of customers that complete the registration process at Barstool Sportsbook online
Key Metrics
○ Increase registration conversion rate, version one averaging around 20%
○ Decrease time for completion, version one averaging around 3 minutes per session
○ Decrease registration failures due to customers failing compliance related input-fields
The Process
○ Various iterations of registration explored in Axure RP. We experimented with different steps depending on how we decided to group information per page. This was tested through various reviews with stakeholders and users
The Solution
○ Broke down pages into more digestive flow, previously requesting information in just 2 steps, increasing this to 4 steps to reduce cognitive load
○ Remove Confirm Password which increased amount of time to complete reg by 30 seconds
○ Introduce progress bar to clearly indicate what step the user is on
○ Review mode for customers to fail proof their information before submitting to compliance
○ Full page experience for web, previously a modal which constricted space
○ Users were allowed to "Second Chance" input their failed compliance related input-fields in case they may have typed in information wrong
View Registration Experience Here 
Positive Outcomes
It has only been 6 months since the launch of the new registration and so far we have seen 68% drop of registration failures which is a huge win. We are still collecting data on speed and the reduction of time and plan to further test and improve this functionality with the new enhancements introduced.
