Objective:
Improve profile completion rate for registered users.

Solution:
AB test of current profile flow versus new profile flow.

• Current flow (shown at the top left):
  • Displayed multiple questions per page.
  • Did not give users an indication of where in the process they were and how much they had left to do resulting in abandonment.

• New flow (shown at the bottom right):
  • Displayed one question at a time. If a question allowed only one response, then the user would automatically advance to the next question upon selection. If a question allowed multiple responses, then the user would have to click a next button.
  • Indicated user’s current location in the profile creation process and what was left to be completed.

Result:
New approach resulted in a higher completion rate by registered users.