Lead e-commerce product designer responsible for customer acquisition and retention within the Alaska loyalty program.
Legacy join form was bloated. Cross-product stakeholders had for years been increasing the amount of required data pulled from users during Mileage Plan enrollment, and they maintained an iron grip on those requirements. Users were left to navigate a long and complex form with an outdated UI, that resulted in a heavy cognitive load.
Take a holistic approach to gathering user data contextually as users engage the various parts of the customer journey post sign up, solving cross-product business requirements for data collection and providing users a shortened form. A phased approach will step into the holistic approach in order to get buy-in from stakeholders. First phase updates an outdated UI to align with current form best practices. Second phase is a multi-step conversational experience with less required fields, and solves for gathering additional user data post-sign up. Final phase is a short single step join experience that focuses on a contextual progressive approach for gathering user data.