Dyson register machine journey
Optimised Dyson’s registration journeys by condensing multi-step processes, reducing unnecessary clicks, and streamlining interactions — resulting in a 10% uplift in customer retention.
Details
UI design
Journey redesign
Overview
Problem:
Dyson’s registration journey was fragmented, requiring existing users to leave the flow and log in on a separate page before registering their machine. Additionally, the process allowed users to register a machine without creating an account, limiting future engagement opportunities and weakening the retention strategy.
Solution:
Integrated login and account creation directly into the machine registration flow, allowing users to enter their details and complete all steps on a single page — reducing friction and streamlining the overall experience.
Key Features
Form UI Redesign: Updated the visual design of form fields for better accessibility, readability, and mobile usability.
Direct Login Integration: Enabled users to log in directly on the registration page, with smart account detection that dynamically switches the form between login and registration modes.
Shortened Journeys: Reduced the registration process from 5 click-throughs to just 2, streamlining the user flow and decreasing drop-off.
