Summary
To address low bookings and high drop-off rates at this stage of the funnel, I proposed a simplified sign up and log in UX based on Baymard best practices and competitive analysis. Took the opportunity to also upgrade our form elements to Google Material Design System text field accessibility best practices.
Hypotheses
Users will convert better from a simplified, best-practice sign up and log in UX.
Outcome
Currently in build for experimentation.



