Reducing registration errors in a sales-critical flow
Lemon Energia is a Series-A climate-tech startup that connects SMEs to clean energy via distributed generation.
PROBLEM
Registration data mismatch and contract rework
ABOUT
Sales reports a recurring issue: leads registering on behalf of electricity account holders often provide incorrect data. This forces full contract reprocessing and resigning, delaying conversion and time-to-value.
SOLUTION
Contextualizing the flow
ABOUT
To reduce user confusion, I started by rethinking how we identify registrants. I implemented a smart branching logic that recognizes the property type and signing authority upfront, allowing the form to dynamically adapt fields and instructions to each user.
SOLUTION
In-product Insights for marketing strategy
ABOUT
To support our marketing strategy, I designed an in-product research tool aimed at gathering market intelligence. By embedding a 'motivation' question into the flow, I created a way to capture key insights into why users adopt clean energy, effectively bridging the gap between signups and strategic data.
FEATURE
Aligning sales strategy with user flow
ABOUT
Interviews with the sales team revealed that contact info from ineligible users remained strategically valuable for future outreach. Consequently, I ensured the flow captured the user's full name, ID, and phone number upfront to preserve these lead opportunities.
FEATURE
Collaborative flow integration
ABOUT
To ensure a truly seamless experience, I collaborated closely with another designer who was leading the contract signature flow.
We synchronized our handoff points to create a continuous journey, ensuring that the transition from registration to signing felt unified and efficient for the account holder.
OUTCOME
Tested and ready for production
ABOUT
While pending full technical implementation, this approach was validated through user testing as a high-impact method for gathering qualitative data at scale.
62%
input error reduction
7/9
task success in usability testing
Senior Product Designer
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Turi Saúde
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