Hello Dribbble community!

I would like to share with you my UX audit of the current Create an Account form and the Sign In form (February 2023) from the website www.swissre.com.

The aim of this audit was to uncover usability problems.

To speed up this process and then modify the current design, I used the GoFullPage plugin in browser and the html.to.design plugin from the Figma community.

With this audit, I want to show you how I think and how I focus on users' and company's needs.

My outputs represent possible suggestions for redesigning the current forms (February 2023).

What is good (UX explanation):

1. CTA buttons “Create an Account” and “Sign In” are colored and clickable links shown as underlined text,

2. there is an active state when filling in the field,

3. there is an error message about a required field,

4. required fields are marked with the red indicator,

5. there are instructions about the password,

6. the password can be visible by clicking on the button with the label “Show”,

7. not only checkboxes but also text near these checkboxes in “Notifications” is clickable,

8. the text in “Terms of Use” is a clickable link and clearly shown as an underline text,

9. the CTA button called “Create Account” is visible, readable and has a label that indicates what is going to happen,

10. the CTA button called “Create Account” is bigger than the input field.

What needs improvement or to be fixed (Conversion rate optimization):

1. the long registration form may cause users to abandon the form,

2. to repeat email address and password is not necessary for the registration form (additional fields may discourage users and drop conversions),

3. no error message in real time about the wrong format of the email address adds friction in both forms (potential drop-off point),

4. too complicated password may cause users to abandon the registration form,

5. reading forms in a “Z” shape takes longer and may cause users drop-off.

After this audit, every single change needs to be A/B tested with real users to find the most optimal conversion rate.

We need to test:

1. whether it reduces the number of steps in user flow,

2. whether it improves navigation,

3. whether it increases a conversion rate.

Let me know what you think. Your feedback and appreciation are always welcome.

Thank you :)

Mirka