How might we guide users through a complicated sign up process?

The problem

After Uber ATG acquired the Spare5 micro tasking platform, many users were deactivated for legal reasons. The only way to bring these critical users back was through the verification of photo IDs and other personal information.

The solution

A wizard interface that assures users of stringent security, coupled with an admin system that gives verifiers the necessary tools for reviewing applications.

My role

  • UX research
  • Workflow and information architecture
  • UI design and prototyping
  • User testing
  • Front end development

Confidential information has been obfuscated and omitted to comply with my non-disclosure agreement. Information in this case study reflects my own views and not those of Uber. Uber’s brand features are proprietary.

User with ID signing up for Spare5

Content strategy

Working with a product manager, community lead, and team of engineers, I iterated through several workflow ideas after receiving guidance from the legal team on what materials we needed to collect, which included birthdate, PayPal account, and photo ID.

Originally I wanted to collect the user’s birthdate first since it was a relatively low barrier to entry and provided the user with a sense of accomplishment, but if they couldn’t make it past the next step —┬áverifying their own PayPal account —┬áthen that first step gave them a false sense of security. I moved the PayPal account to the beginning, followed by birthdate, and then the most sensitive and time-consuming step, photo ID.

Onboarding workflow

Cross-team collaboration

The product manager and I met regularly with Uber’s legal team to confirm verbiage and process. There were certain things we could and couldn’t disclose from a legal perspective, so after writing the initial copy, I continued to make edits based on guidance from the legal team.

I produced content for and hand-coded a series of emails that would go out to users during the verification process. We planned to email select groups to notify them they could sign up, followed by status updates to keep them informed.

Status emails

Secure verification

We needed a simple, secure, and proprietary system for processing the applications, which I called “Veri-Five” one day (since our users are “Fives”) and thus it was so. I created a document viewer with controls for viewing the applicant’s information, along with the ability to Approve or Reject the application.

Veri-Five interface

Results

We had a 95% success rate onboarding our “new” old users. This checked all the legal boxes for those users to task again, which resulted in 73% higher throughput on the Spare5 platform.

Mighty Ai