Reducing friction in a sales-critical registration flow
Context
Lemon Energia is a Series A climate-tech company providing clean energy through distributed generation, primarily to small and medium-sized businesses.
Customer acquisition requires collecting legally valid information related to electricity account ownership and eligibility.
My Role
Owned problem framing, flow redesign, and usability validation. Worked closely with sales and engineering to balance user clarity, operational constraints, and lead capture.
Solution and Impact
To enhance the registration process, I implemented a segmented flow that identified different types of users, providing contextualized instructions and data to inform future prioritization.
📉
62.2% error reduction
Observed input errors decreased by 62.2% compared to a similar usability study conducted the previous year
🤩
Less friction in user experience
User interviews validated our hypothesis that segmentation helped contextualize users, reducing confusion throughout the acquisition flow.
Problem
The acquisition registration flow took ~20 minutes and assumed the registrant was the electricity bill account holder.
In practice, this was incorrect. Sales reported recurring cases of incorrect ownership data, contracts requiring full reprocessing and re-signing, and confusion when the actual account holder was unaware a contract had been initiated by an employee or spouse.
Precise baseline error rates were unavailable, but the issue was recurring and created operational overhead that delayed conversion and degraded customer experience.
Image: High-level registration flow prior to the introduction of segmentation.
Investigation
Constraints
An early assumption was to qualify users based on eligibility (e.g., energy consumption, location) to filter contracts upfront. Talking with the sales team, they explained me the importance of users' contact information even for ineligible users, ruling out early disqualification.
Image: Iterated user flow with segmentation.
Hypothesis
I hypothesized that adapting acquisition flow instructions based on user profile and signing authority would provide sufficient context for correct responses, reducing ownership-related errors without impacting lead volume.
Experiment
To identify if a user was able to sign a contract, I introduced a progressive segmentation:
1
Identifying property type (residence, business, condominium)
2
Clarifying the user’s relationship to the property and signing authority
After users were classified, instructions and required fields adapted to ask follow-up information in a more contextualized way.
The redesigned flow explicitly distinguished between users who could sign directly and those who needed to involve the account holder.
Cross-Functional Integration
Strategic Data Collection
At the time, the company was exploring new customer segments and lacked information on users' profiles. To help with future strategies, I added a targeted question to capture user motivation for adopting clean energy, generating directional data to inform future prioritization.
Validation
Status and Next Steps
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