Dr. Loretta Skincare

Email + SMS sign-up redesign

Challenge

The email signup form on the Dr. Loretta website was due for a facelift. Messaging was long at first glance, optional fields were being left unfilled and unused from a marketing perspective, and the team was ready to capture opt-ins for a new SMS program.

Role

UX Writer
Content Designer
Audit of existing forms to identify issues in copy, fields, and UX
Research ompetitive brand and best practices
Map user journey + flows

Form before edits

Solution

After doing competitive research and identifying in our data that the optional age field was rarely used, my recommendation to the team was to trim down on copy and fields to make the pop-up feel less intrusive and less of a barrier to entry. I also created a two-step signup form and an increase from 10% to a 15% discount if the user opts in to the SMS program to help incentivize the additional subscription.

Additionally, those with existing email-only subscription profiles are now shown one-step signup to sign up for SMS texts only. This eliminates any unnecessary requests for email opt-ins for those who are already on the list.