Making B2B signup easier to start.
I led the redesign from landing page to account creation, using Google Analytics and Clarity to rethink when business verification should happen.
The redesigned experience
Start simply. Understand the value. Verify later.
Click any screen to explore it in the image viewer.
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Each account type explains its benefits before the visitor chooses.
A clear purpose, help finding the number, and an option to browse first.
12 of 733 active users in the paid-campaign period; 19 of 233 in the later organic period. Traffic fell from 733 to 233 active users between the two periods, so the comparison is based on completion rates rather than raw volume.
- My role
- Led the investigation, product decisions, and UX/UI design.
- The design challenge
- Make it easier to begin while keeping business verification in the journey.
- What I designed
- Landing page, registration flow, verification, error recovery, and first-use states.
01 / The challenge
Traffic was arriving. Signup stayed low.
The platform helps businesses and suppliers work with deferred payments. When I joined as Product Lead, paid campaigns had brought 733 active users in the earlier reporting period, but only 12 reached signup completion.
The first screen asked for the company’s unified number and kept the action disabled until it was entered. Visitors had to retrieve a business identifier before they could explore the product.
My challenge was to make starting easier while keeping the verification the business needed.
02 / Research into a design decision
Find the hesitation. Question the sequence.
I used GA4 page and funnel reports to find where people dropped off, then reviewed Microsoft Clarity session recordings to see what they did at that step. The early company-number request became the focus: sessions showed people pausing, returning, or leaving around it.
That observation led to a design hypothesis: let people begin with details they can readily provide, then ask for business verification once its purpose is clear.
Google Analytics 4
Locate the loss
In the earlier reporting period, 596 of 733 active users visited the unified-number screen. The page report directed attention to this early requirement; it was not an ordered funnel of those users.
Microsoft Clarity
Investigate the behaviour
Session recordings added the sequence around that point: arrival, hesitation, and leaving or going back.
Product decision
Change the timing
Move the company identifier later, explain what it enables, and let people begin with simpler information.
03 / Journey design
Change the starting point.
I replaced the opening business-number requirement with company name and mobile number, followed by mobile verification.
The trade-off was deliberate: registration could begin with accessible details, while company verification remained a later step.
Before / Entry depends on the unified number
- 1A specialised detail comes firstThe opening screen requires the unified number before the visitor can proceed.
- 2One path forwardThe disabled action makes that information a prerequisite for entry.
After / Start with company name and mobile
- 1A more accessible startThe first form uses company name and a mobile number.
- 2Verification is sequencedMobile verification follows, with business information requested further into the journey.
The key change is visible in the first screen: an early business identifier gives way to a simpler start.
04 / Information and choice
Give the requirement a reason.
The next part of the journey explains the customer and supplier account types, with the benefits of each. The unified number then appears in a “Complete registration” step with a concrete purpose: retrieving the company’s information.
I also included guidance on where to find the number and a visible option to browse as a visitor. The design gives someone without the identifier a way to explore, while retaining the verification path.
Each account type explains its benefits before the visitor chooses.
A clear purpose, help finding the number, and an option to browse first.
Selected designs from the revised flow. Each image opens at full size.
05 / Interaction & UI design
Make every next step clear.
I designed the states around the new sequence: mobile verification, password creation, signup confirmation, and the first empty state.
The details carry the journey forward: explain where the code went, show password requirements as they are met, and give the user a useful action after success.
The destination number and resend timer explain what to do and when.
Visible requirements show which conditions the password already meets.
The confirmation leads into a useful next action: sharing the signup link.
Interaction details from the registration flow, including the next step after success.
06 / Error recovery
A failed lookup should have a way forward.
I covered the company-information lookup failing as part of the flow. The screen explains the issue, retains the business-number field for correction, and offers another attempt.
The interaction keeps the next action visible at the moment the expected path breaks.
The message explains the failed lookup and offers another attempt.
The business number remains available to review and correct.
Documented lookup-error states from the design file.
07 / From landing page to product
One experience, from interest to signup.
I designed the landing page for desktop and mobile alongside the registration journey. It explains deferred payments and gives visitors a reason to start; signup then carries that expectation into the product.
These improvements shipped together. The measured result below belongs to that combined release.
Desktop and mobile landing-page designs delivered alongside the registration journey.
Explore the complete registration journeys
The complete paths provide context; the close-up comparisons above explain the decisions.
08 / The result
Signup completion grew nearly fivefold.
Before the redesign, 12 of 733 active users completed signup. After the landing page and signup improvements launched together, 19 of 233 completed it, with organic growth and no advertising.
The signup completion rate rose from 1.6% to 8.2%. That is roughly five times the previous rate, or a 398% increase. The 398% is not the result of removing one field. Several changes shipped together: business verification moved later in the journey, the landing page was improved, and mobile loading time fell from 11.4s to 2.9s.
The comparison covers 1 February–30 March 2026 and 31 March–4 May 2026. Both the design and traffic sources changed between these periods. The figures show the result after the combined release, without isolating the effect of any one change. Active users also fell from 733 to 233, and the sample is small, so these results should be read as directional evidence rather than a controlled test.
12 completed signups out of 733 active users before; 19 out of 233 after. Both bars use the same scale.
| Measure | Before · 1 Feb–30 Mar 2026 | After · 31 Mar–4 May 2026 |
|---|---|---|
| Active users | 733 | 233 |
| Traffic source | Paid campaigns | Organic growth · no advertising |
| Completed signups | 12 | 19 |
| Signup completion rate | 1.6% | 8.2% |
| Average engagement time per active user | 47s | 2m 47s |
09 / Following the journey beyond signup
Measure the path from starting a request to submitting it.
A separate GA4 funnel covered deferred-payment requests from 1 April to 7 May 2026. It recorded 31 users at the start, 31 at basic information, 24 at documents, 20 at signing and upload, and 16 at submission.
That is 51.6% end-to-end completion among 31 starters. The largest observed loss was between basic information and documents: seven users, or 22.6% of that step. This gave the next investigation a specific place to begin.
This is a request funnel, separate from the signup-completion indicator above. It describes the observed journey; it is not a second estimate of the redesign’s uplift.
- Start request31100.0%
- Basic information31100.0%
- Documents2477.4%
- Sign and upload2064.5%
- Submit1651.6%
How many of the 31 starters reached each step. Of the 20 who reached signing and upload, 16 submitted the request (80%).
10 / My contribution
From finding the problem to designing the details.
I led the work across research, product decisions, journey design, and UI execution. The engineering team built and shipped the changes, including the mobile performance work. The key judgment was deciding when company information should become a requirement, then carrying that decision through the surrounding states.
After release, I reviewed signup completion and the request funnel to understand the result and identify the next point of friction.
UX research
Used GA4 and Clarity to investigate the early business-verification step.
Product judgment
Changed the sequence while retaining the company-verification requirement.
Interaction & UI
Designed entry, verification, password feedback, success, errors, and empty states.
Measurement
Reviewed the combined release and located the next point of friction in the request journey.