Signup Drop-off Reduction
Signup Drop-off Reduction
Signup Drop-off Reduction
LuxeBet’s player signup flow was suffering from a 43% abandonment rate, caused by friction-heavy forms, legal-style consent language, and redundant verification steps. With roughly 15,000 new visitors per month, this friction translated into significant lost acquisition potential and wasted marketing spend.
I led the end-to-end redesign of the signup journey to make account creation fast, transparent, and trust-driven — aligning with both compliance and player motivation.
Role
Senior UX/UI Designer
Tools
Figma, Maze, FullStory
Challenge
Challenge
LuxeBet’s signup flow had an abandonment rate of 43%, with new players overwhelmed by excessive data entry, confusing consent wording, and redundant verification steps. With around 15,000 new monthly visitors, this friction translated to thousands of lost potential depositors and significant wasted acquisition spend.
LuxeBet’s signup flow had an abandonment rate of 43%, with new players overwhelmed by excessive data entry, confusing consent wording, and redundant verification steps. With around 15,000 new monthly visitors, this friction translated to thousands of lost potential depositors and significant wasted acquisition spend.
LuxeBet’s signup flow had an abandonment rate of 43%, with new players overwhelmed by excessive data entry, confusing consent wording, and redundant verification steps. With around 15,000 new monthly visitors, this friction translated to thousands of lost potential depositors and significant wasted acquisition spend.
Key Pain Points
Key Pain Points
Overloaded First Step → Required full personal details upfront.
Overloaded First Step
Confusing Consent Language → Legal-heavy wording caused hesitation and distrust.
Confusing Consent Language
Duplicate & Redundant Fields → Confirm Password and asking for both email + phone too early increased friction.
Duplicate & Redundant Fields → Confirm Password and asking for both email + phone too early increased friction.
Duplicate & Redundant Fields
High abandonment rate → Nearly half of users dropped out before completing signup.
High abandonment rate
Strategy
I redesigned the signup journey to prioritize simplicity, staged verification, and trust-based communication. By triggering KYC only when needed and reducing redundant form fields, we streamlined onboarding without compromising compliance.
I redesigned the signup journey to prioritize simplicity, staged verification, and trust-based communication. By triggering KYC only when needed and reducing redundant form fields, we streamlined onboarding without compromising compliance.
I redesigned the signup journey to prioritize simplicity, staged verification, and trust-based communication. By triggering KYC only when needed and reducing redundant form fields, we streamlined onboarding without compromising compliance.
Staged Verification
Risk-based KYC triggered
only when needed
Flow Simplification
Essential-only signup path
for all new players
Promise Alignment
Match acquisition campaigns with actual signup steps
Staged Verification
Risk-based KYC triggered
only when needed
Flow Simplification
Essential-only signup path
for all new players
Promise Alignment
Match acquisition campaigns with actual signup steps
Staged Verification
Risk-based KYC triggered
only when needed
Flow Simplification
Essential-only signup path
for all new players
Promise Alignment
Match acquisition campaigns with actual signup steps
Staged Verification
Risk-based KYC triggered
only when needed
Flow Simplification
Essential-only signup path
for all new players
Promise Alignment
Match acquisition campaigns with actual signup steps
Flow Simplification
Essential-only signup path
for all new players
Essential-only signup path
for all new players
Staged Verification
Risk-based KYC triggered
only when needed
Risk-based KYC triggered
only when needed
Promise Alignment
Match acquisition campaigns with actual signup steps
Match acquisition campaigns with actual signup steps
Actions
Streamlined Signup→ Essential fields only (email/phone), moving non-critical details later.
Reduced fields to only essentials
Progress Visibility → Clear step indicators guide players and show their place in the flow.
Added a clear step tracker
Aligned with Marketing → Signup flow redesigned to reflect ads’ promise of a fast access.
Matched acquisition ads promising a fast, simple signup
Staged KYC → From heavy upfront checks to risk-based, asking more only when needed.
Too much details :(
Simplified onboarding through KYC-based entry
Actions
Streamlined Signup
Reduced fields to only essentials
Progress Visibility
Clear step tracker added
Aligned with Marketing
Matched acquisition ads
promising a fast, simple signup
Staged KYC Checks
Simplified onboarding through KYC-based entry
Impact
-55%
Drop-off Reduction
from 43% down to 19%.
+24
Completion Rate
from 57% up to 81%
0%
Compliance maintained
with no security risks.-55%
Drop-off Reduction
from 43% down to 19%.
+24
Completion Rate
from 57% up to 81%
0%
Compliance maintained
with no security risks.-55%
Drop-off Reduction
from 43% down to 19%.
+24
Completion Rate
from 57% up to 81%
0%
Compliance maintained
with no security risks.-55%
Drop-off Reduction
from 43% down to 19%.
+24
Completion Rate
from 57% up to 81%
0%
Compliance maintained
with no security risks.
-55%
Drop-off Reduction
from 43% down to 19%.
+24
Completion Rate
from 57% up to 81%
1,500
Estimated additional new depositors monthly
Key Achievement
This redesign strengthened LuxeBet’s acquisition funnel, turning lost signups into active depositors and increasing new-player conversion by 28%, directly supporting monthly deposit growth of over $90K.
This redesign strengthened LuxeBet’s acquisition funnel, turning lost signups into active depositors and increasing new-player conversion by 28%, directly supporting monthly deposit growth of over $90K.
This redesign strengthened LuxeBet’s acquisition funnel, turning lost signups into active depositors and increasing new-player conversion by 28%, directly supporting monthly deposit growth of over $90K.
Solution Preview
Solution Preview
Experience at a glance
Experience at a glance
Experience at a glance
Senior UX / Product Designer with 15+ years of experience delivering conversion-focused experiences in iGaming and SaaS.
Senior UX / Product Designer with 15+ years of experience delivering conversion-focused experiences in iGaming and SaaS.
Senior UX / Product Designer with 15+ years of experience delivering conversion-focused experiences in iGaming and SaaS.
I’ve led initiatives across acquisition, onboarding, payments, and retention — partnering closely with product, engineering, and leadership teams to drive measurable business results.
I’ve led initiatives across acquisition, onboarding, payments, and retention — partnering closely with product, engineering, and leadership teams to drive measurable business results.
Proven impact across product, UX, and growth
Proven impact across product, UX, and growth
Proven impact across product, UX, and growth
15+ years designing and scaling digital products
15+ years designing and scaling digital products
15+ years designing and scaling digital products
Deep specialization in iGaming & regulated platforms
Deep specialization in iGaming & regulated platforms
Deep specialization in iGaming & regulated platforms
Proven impact on conversion, retention, and revenue
Proven impact on conversion, retention, and revenue
Proven impact on conversion, retention, and revenue
Experience across US, EU, LatAm, SEA markets
Experience across US, EU, LatAm, SEA markets
Experience across US, EU, LatAm, SEA markets
Strong partner to Product, Engineering, CRM, and Compliance
Strong partner to Product, Engineering, CRM, and Compliance
Strong partner to Product, Engineering, CRM, and Compliance
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