Keurig Brewer Registration Redesign
As part of Keurig’s Digital Marketing team, I was asked to optimize the brewer registration process. It was a known sticking point in our lead gen efforts.
I conducted usability testing on our current workflow, and a competitive analysis among popular appliance brands such as Nikon, Calphalon and Cuisinart.
My research showed the following obstacles:
1. Users were put off by having to sign in to register their brewer
2. Finding the serial number and brewer model # was a challenge
I redesigned the look and feel and re-ordered the steps so Step 1 had the user enter Brewer specifications and purchase information instead of creating an account.
Outcomes & Results
The new design enabled users to choose their brewer model from a drop down and displayed dynamic content and illustration based on their selection.
By enabling users to easily locate their serial number using relevant copy/illustrations for selected brewer model we increased leads by 48% (our goal was 12%)
By displaying clear error/confirmation alerts, we decreased brewer registration calls to the call center by 28%.
Working with Wendy is like a breath of fresh air! She has an in-depth knowledge of usability best practices and combines it with the perfect balance of intense work ethic and fun. She is analytical, yet sensitive to user needs and is able to think outside of the box while always keeping usability best practices in mind. I enjoy working with her. She is open to experimenting with new design concepts while simultaneously ensuring the designs are inline with her organization's goals and parameters. I look forward to collaborating with her again in the near future!
Tony Moreno – Founder and CEO @ Brave Concept