Axicorp is a rapidly growing online Foreign Exchange Broker with offices across Asia Pacific and Europe.
Potential clients wanting to sign up and utilise AxiCorp’s FX trading platform, were faced with a lengthy and confusing onboarding process. The cumbersome process was a burden on call centre staff and resulted in a high number of prospects dropping off and not completing the online registration.
Together with a UX designer. We led the UX and UI of this project through an experience definition process 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.
“We still have the same questions and compliance measures in place, but because of the innovative design, it enabled us to significantly speed up the process.”
Simon Turner, AxiCorp CIO
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.