A High Converting Sign Up Page to Acquire New Users and Newsletter Subscribers

Electric Potential | Civic & Social

Electric Potential is the first guided resources program built to catalyze Gen Z to become agents of social change who will educate the public, implement effective policy, and/or fund programs that foster impact—ultimately driving changes that improve the standards of living, working, and learning across the globe.

Project Overview
Before launching the Beta version of the platform, we needed to create a landing page to introduce Electric Potential and encourage users to sign up for the beta program and newsletter. Our primary goal was to design a simple yet succinct Sign Up page to acquire beta testers and build a community of engaged users.

Outcome

Through targeted messaging and a streamlined sign-up process, the Electric Potential landing page successfully attracted a significant number of beta testers and newsletter subscribers.

Beta Sign-ups: 193 (Exceeded the goal of 100)
Conversion rate: 4.2%

Newsletter Sign-ups: 180
Conversion rate: 4.5%

This project highlighted the importance of understanding user needs, iterative design, and data-driven decision-making in achieving impactful UX design outcomes.

Design Process

Define

Ideate

Prototype

Testing

Creating a platform where users can find education, support, and a community of like-minded individuals.

Understanding Our Users
Our primary users, the "impact makers," were young individuals passionate about social issues. They often felt overwhelmed and isolated in their efforts.

User Insight “When I feel overwhelmed and lost thinking about social issues, I want a platform where I can go to educate myself and join a community of like-minded individuals.”

Key Hypotheses
We aimed to ensure that users quickly understood what Electric Potential was about and felt motivated to sign up for our newsletter and beta program. Our goal was to create a straightforward and intuitive sign-up process to make it easy for users to join the beta program and subscribe to the newsletter.

Effective Messaging 

We believed that by using targeted and concise messaging, users would better understand Electric Potential and be more motivated to sign up.
Simplified CTAs: We hypothesized that by incorporating clear and simple Call-To-Action (CTA) buttons, users would find it easier to sign up for the beta program and newsletter.

53.2%

Feeling defeated because I feel like my actions don't seem meaningful enough

37.8%

Feeling lost from not knowing where to get started

36%

Keeping myself motivated to continue with my actions

Ideate

We dove deep into understanding our users. Using the Jobs-to-Be-Done framework, we identified their struggles and needs. We mapped out user journeys to visualize how they would interact with our platform and where we could optimize their experience.

Prototype

With a clear understanding of our users, we began designing wireframes. These were focused on introducing Electric Potential clearly and simplifying the sign-up process. We then developed high-fidelity mockups using Figma, incorporating detailed design elements and interactions.

We developed and tested two versions of the header section to determine which design was more effective at engaging users. Based on the results that haven’t shown a significant difference, the version with a higher number of clicks was used for the final design.

Testing

Before launching the website, our team conducted usability testing to understand:
● how easy is the navigation
● how clear is the website;
● how clear is the action we want the user to take first?

We’ve used the Rainbow Spreadsheet method to note the observations and collect the gathered data.

That method helped us list high-priority changes to make the design improvements on the website.

Learnings

This project was a great experience for me in multiple aspects:

it was my first experience in a startup
I have learned a lot about design sprints, brainstorming, presenting design, and explaining the rationale behind my design solutions.
I led end-to-end small design projects, i.e. Beta Testers landing page, Home page and others, where the task was to develop the page's structure and build it on the website where I improved my HTML skills.

This project validated the value of accessibility as it started with the design. Thinking one step ahead gives more opportunities and makes the design process more efficient and user-friendly. I look forward to applying the learnings and insights to the following projects.