Challenge 

Potential clients wanting to sign up and utilise AxiCorp’s FX trading platform, were faced
with a lengthy and confusing onboarding process causing prospects drop off.

Approach

Together with a UX designer, we led the UX and UI of this project through an experience
definition phase to uncover the key pain points of the sign up process by speaking
directly with clients and call centre staff who assisted with sign up enquiries. Utilising
a user-centred approach to design, and harnessing the flexible components of the
Salesforce Communities platform, we developed an intuitive interface that
streamlined the sign-up process.

Outcome

The new sign up process has reduced the time it takes to complete the onboarding process
from 29 minutes to less than 13 minutes. The ease in which new clients can sign up has resulted
in a 112% increase in conversions within 6 months of the site going live.