Registration Optimisation
GLA Talk London
The Challenge
The Greater London Authority’s Talk London platform enables residents to take part in surveys, discussions, and civic engagement initiatives. The challenge was to optimise the registration process to encourage more Londoners to sign up and participate, making it clear, straightforward, and accessible across devices.
The Solution
We conducted 10 usability sessions, five on mobile and five on desktop, focusing on how users created an account via action pages, such as survey pages. The sessions examined whether users knew how to take part on Talk London, understood the difference between mini and full profiles, recognised why certain fields were required, and were aware they needed to verify their email.
Usability Testing, Analysis & Recommendations
We transcribed the usability sessions in Dovetail to identify recurring themes and patterns in user behaviour. From this analysis, we produced initial findings which were presented to the client. These insights formed the basis of prioritised recommendations to update the registration flow and improve the user experience, which were agreed upon with the client before design work began.
Design Concepts, Registration Updates & A/B Testing Recommendations
Based on the agreed recommendations, we created wireframes and design concepts for the updated registration process. Key updates included removing the mini profile step so users created a full account in a single flow, introducing optional email sign-ups to capture users not ready to create a full account, and adding social sign-ins to simplify password creation.
Finally, we produced a document of A/B testing recommendations, including hypotheses, test methods, and variations, to validate the effectiveness of the new registration flow.
The Outcome
The deliverables provided the GLA with a clear roadmap to streamline the registration process, reduce confusion around account creation, and increase user participation in surveys and discussions on Talk London.
