Transform customer experiences
Cowry conducted a behavioural audit and identified numerous points within the registration process and the sign-up screen that were reducing the likelihood of users registering. For example, the size of the ‘Cancel’ button relative to the ‘Create Sky iD’ button was communicating that it is equally important and commonly selected, making ‘Cancel’ more appealing than intended.
Cowry’s team of Behavioural Designers and Choice Architects redesigned the registration process and the sign-up screen using 26 nudges
Saliency – reducing the salience of the ‘Cancel’ button makes the ‘Create Sky iD’ button more attention-grabbing, increasing users’ preference to register.
Size Congruency – reducing the size of the ‘Cancel’ button gives it less importance in the hierarchy and shows that fewer customers take that action.
Commitment Bias –changing the language on the ‘Cancel’ button to ‘Back’ limits the sense that the user is committing to cancelling their registration, making it feel easy to return to the process later on.
Ambiguity Aversion - removing an ambiguous spinning wheel loading icon and replacing with a progress bar that fills in real time to effectively manage user's expectations and increase their willingness to complete the journey.
