1
Review the journey
Break the registration experience into steps, decisions and points where customers could hesitate or abandon.
Case study · Nectar
Fixing the point where registration was failing
Research and redesign of the Nectar registration journey increased completion from 47% to 87%, creating approximately £1.4m in additional annual value.
01 · The challenge
A valuable journey with too much friction
Nectar already had strong brand recognition and customer demand, but too many people were failing to complete registration. The commercial cost of that friction was substantial.
- ✓Completion was sitting at roughly 47%.
- ✓The journey contained avoidable complexity and points of hesitation.
- ✓Customers who dropped out could not immediately receive the value of membership.
- ✓The goal was not simply a prettier interface — it was more completed registrations.
02 · What I found
Understand the failure before redesigning the flow
I combined expert review, journey analysis and user evidence to identify what was making registration harder than it needed to be.
2
Identify the friction
Separate genuine requirements from interface complexity, unnecessary choices and unclear expectations.
3
Focus on behaviour
Use the evidence to prioritise changes most likely to improve completion rather than redesigning for its own sake.
03 · What I changed
Reduce effort and make the next step obvious
The redesigned registration journey concentrated on clarity, progressive disclosure and a cleaner path from intention to completion.
- ✓Simplified the sequence and information hierarchy.
- ✓Reduced unnecessary decision-making and cognitive load.
- ✓Made progress, requirements and next actions clearer.
- ✓Designed around the task customers were trying to complete, not the organisation’s internal structure.
04 · How it came together
From research insight to a working customer journey
The work moved from diagnosing the problem through design and validation into an experience that could be implemented and measured.
Evidence → design → measurable outcome
The important part was keeping the commercial goal connected to every design decision.
05 · The result
A much larger share of customers completed registration
47%Previous completion
87%Registration completion after redesign
+40 ptsIncrease in completion
~£1.4mEstimated additional annual value
06 · What this demonstrates
Conversion problems are often journey problems
The project shows what can happen when research, interaction design and commercial measurement are treated as one problem rather than separate disciplines.
Small moments of friction compound. Removing the right ones can change the economics of an entire customer journey.
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