Sign up flow for PC Optimum Insiders

Errors, positive validation and a playful tone.

Role

  • Led content design for the onboarding redesign of the subscription program linked to Canada’s largest loyalty program, PC Optimum (18 million members)

  • Collaborated with design and product teams to address and iterate based on user testing feedback

  • Represented the content design team in corporate marketing meetings

Goal

  • Integrate a new tone of voice across all elements to make users feel welcome

  • Enhance understanding of the program and its benefits to drive sign-ups

  • Reduce drop-off rates throughout the user journey

Impact

  • Increased subscription complete rates

  • Introduced a new tone of voice and laid the foundation for a broader site redesign

The first steps

These are the first words users encounter when signing up for the program, so they needed to be welcoming and friendly, while also fostering trust.

My considerations:

  1. Transparency is key: When collecting information, it’s important to tell users exactly what we’re using it for.

  2. Make it accessible: For example, using static form field labels.

  3. Pick intentional moments: Showcasing brand tone through positive validation and places of friction.

  4. Use content to solve business problems: Managing user expectations up front.

 
Step 1 of 4. Personal details. 👋 Nice to meet you! Tell us a bit about yourself. (We may use this information to confirm your identity for other PC brands). Form to fill out. First name. Last name. Phone number. Next step. Nevermind, take me back.
Step 2 of 4: Your welcome box. We’d like to send you a box with PC® products as a warm welcome to PC Optimum Insiders™. We'll send you a reminder email before it comes. Where should we ship it? (We’ll use this shipping information to send you your w…
 
 

Something went wrong

Error messages should be as specific as possible, providing users with clear, actionable steps. I used these moments to inject a playful brand voice. Here’s an example of a general 404 error.

My considerations:

  • Take accountability — don’t blame the user

  • Say what you’re doing about it — create sense of comfort that we’re fixing problem

  • What can they do? Giving users options at a dead end

Ugh! How embarrassing for us.We’re having some technical problems, but our support team is on it! Leave this one to us.Button - Try refreshingButton - Explore Offers
 

This message comes up when an existing member tries to sign up.

My considerations:

  • Consistent tone — messages should sound like they’re written by the same person

  • Exclaim sparingly — in hindsight, I’d probably take this out

  • Useful guidance — prompt users to log in since they’re already a member

It feels like we’ve been here before...It looks like you’re already a member! Go to your PC Optimum Insiders dashboard to explore.Button - Go to your dashboard
 

Checking out

Continuing to bring the playful tone of voice throughout the journey.

 
Checkout screen with promo code form field and positive validation. Promo code. Have a promo code, enter it here. Applied! We love a good promo.
A modal that says: Leaving so soon? A reminder that you’ll lose your progress.Stay, it’s nice here.Leave