Luisa Osorio

    TECHNICAL SPECIFICATION DOCUMENT BY :     ______________________________ LUISA OSORIO Product Manager     Type of document Technical specification document Date 02 August 2012 Hint This document describes changes to the registration process at www.lenddo.com   Table of contents 1.INTRODUCTION3 2.OBJECTIVE3 3.SCOPE3 4.FUNCTIONAL DESCRIPTION3 4.1.Requirement No 1: Changes on the home page3 4.2.Requirement No 2: Creating a registration format page4 4.3.Requirement No 3: Changing the page for avoiding programs5 5.CONCLUSION6 6.ATTACHMENT6 1. INTRODUCTION In order to reduce the “abandon rate” on the registration page for lenddo.com, this document contains small changes to the current registration process and a guide for any new navigation flow. 2. OBJECTIVE To define and specify the requirement related to a new registration process that allows minimizing the current abandon rate. 3. SCOPE This document will only modify the registration process up to the sign-in home page once an account is created. 4. FUNCTIONAL DESCRIPTION There will be 3 main changes for the registration process: 1) Offering more information on what the call button does, 2) avoiding pop-ups for the registration format by creating a page for it instead and 3) modifying the page for preventing automated programs in order to fit a new “step by step” format. 4.1. Requirement No 1: Changes on the home page In order to help the user identify what will happen after clicking on the call to action button, the following paragraph should be added to the left side of the button after moving it slightly to the right: Overlook: Justification: By explaining to the user that the “join now” button will allow him to learn more about how the site works, we are also explaining that the button does not imply applying for a loan immediately but merely learning what the site is about. This will reduce the uncertainty on the call to action button and inspire the user to register on the site. 4.2. Requirement No 2: Creating a registration format page Instead of using a pop-up for the registration format, we will create a registration format page using the site´s template but allowing for the following changes: 1) Eliminate all buttons that would allow the user to exit the registration process 2) Offer a link to the contact page using the following phrase: . 3) Adopt a “step by step” format. 4) Include a small section explaining the site´s functionality and how it works. 5) Include a small message restricting the use of Lenddo to people 18 years or older. 6) Include an example for the “Mobile Number” field: Overlook: Justification: By changing the first step of the registration process from a pop-up to a full page, we offer more confidence to the user and avoid any possible problems with a pop-up blocker. Also, by including the “just 3 steps” format we give the user a sense of guidance through the full process and send a message of “easy to do and not time consuming”. As for eliminating any button that will allow the user to leave the registration process, this will help reducing the abandon rate in general by forcing the user to continue in order to learn more and not offering any escape routes. Finally, by including a small explanation of the site´s functionality, a message for the age restriction and a small example on the “Mobile Number” field we help answer the basic questions the user may have before deciding to continue. This will reduce confusion and format errors. 4.3. Requirement No 3: Changing the page for avoiding programs We will need to alter the current template of the “Cro Captchia” page to fit the “just 3 steps” format proposed on “Requirement No 2”. 1) We need to include the “step by step” bar 2) We also need to eliminate all buttons that will allow the user to exit the registration process 7) We also need to include the link to the contact page using the following phrase: . Overlook: Justification: In order to adopt the “Just 3 steps” format we need to alter the current page and include the changes that were relevant to “Requirement No 2”. 5. CONCLUSION After applying the changes suggested on this document, we should conduct new test to measure the abandon rate and continue improving. Applying these small changes shouldn´t be extremely time consuming for the resources available on the development, QA and management team and will offer better results to our market capture. 6. ATTACHMENT Please follow the pdf file attached - “New registration process mock-ups.pdf”- in order to navigate through the related mock-ups and have a better understanding of the page flow. The links on the mock-ups version are pointed out by the following arrow: