Unibet — Streamlined User Registration Experience
Overview
Business Challenge
Unibet’s registration process was long and confusing. The three-step form included mixed input types and lacked clear guidance, leading to frustration and high abandonment rates. The goal was to simplify the flow while maintaining compliance with data requirements.
The Approach
I led the UX redesign with an emphasis on progressive disclosure and real-time guidance.
Key improvements included:
Breaking down the form into smaller, focused steps
Adding a progress bar for orientation
Clear password instructions and inline validation
Microcopy explaining why each field was needed
The Solution
The new experience introduced consistent visual hierarchy, simplified field labels, and responsive design across devices. Each interaction was tested for clarity and speed, ensuring a smooth onboarding flow for all users.
The Results
The redesigned flow significantly improved onboarding performance and user sentiment, turning the registration process into a seamless first-touch experience.
Key Deliverables
Requirement Documentation
Form usability research
Flow redesign, wireframes and prototype
Microcopy and tone alignment
Design handoff to developers
Development QA / Functional QA
Stakeholders
Product Owner, Developer, Content Designer, Country Manager