Reducing registration errors in a sales-critical flow
Lemon Energia is a Series-A climate-tech startup that connects small and medium businesses to clean energy through distributed solar generation.
THE PROBLEM
Registration data mismatch and contract rework
OVERVIEW
Lemon's registration flow requires users to:
Fill out the form
Verify their IDs
Send the real estate's electricity bill
Sign the contract
A slow, confusing, and prone to errors form, averaging 23 minutes to completion.
Within this flow, new leads were providing the wrong data, which required a full contract re-sign — a costly loop that delays conversion and extends time-to-value.
segmentation
Identifying the type of lead to contextualize the user
Initially, the registration flow:
Asked all users the same questions
Did not consider the person filling out the form
Confused users with jargons
Thinking about the personas who were registering at Lemon, I added a step to identify the type of lead before they were prompted for any specific data.
UX STRATEGY
In-product research to better understand Lemon's users
The registration form was lengthy and felt too transactional.
~72% of leads lost were due to disengagement
I added a step to understand users' motivation for clean energy to build rapport and enable personalized approaches. A multiple-choice question that takes seconds to answer and gives qualitative insights about the users.
SALES REQUIREMENTS
Balancing UX and Sales strategy
To reduce confusion, I redesigned the flow to ask for leads' contact information after the segmentation.
However, for the sales team strategy, ineligible users are worth capturing for future outreach.
Impacts on the redesign:
Preserved the contact information at the beginning
Branched the form dynamically to identify the signing authority and reduce errors
DESIGN COLLABORATION
Creating a continuous journey for the registrant and signatory
After filling out the form and verifying their IDs, users still needed to ask the electricity account holder to sign the contract (if not registrant).
To minimize drop-off rates, I partnered with the product designer who owned the contract signing flow to create a fluid journey that felt unified for the user.
user research
Successful validation with usability testing and interviews
After conducting interviews and moderated usability testing, we observed a 62% reduction in input errors and less confusion within the flow, validating the redesign for implementation.
62%
input error reduction
7/9
task success
Senior Product Designer
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Turi Saúde
Rapid validation of AI features for a healthcare scriber
Led end-to-end UX strategy and design for the platform, including the successful launch of Turi’s experimentation tool
UX Strategy
Design & Build
AI-assisted