Case competition · 2nd place

Discover ITP

Discover customers could invite friends and family to their identity theft protection. Most of them never finished signing up. My team made it take one tap, and we came second.

My roleUI concept & UX research
Team3 people
Year2024
ToolsFigma, Canva, Illustrator

The problem

Half the people who got an invite gave up before finishing. Signing up meant four screens: name, address, email, SSN, terms, a new account and a password. That's a lot to ask of someone who just got a link from a friend.

50%of invited people dropped off
3.7%actually signed up

What we did

We flipped who does the work. The person sending the invite already trusts Discover, so they fill in their friend's details. The friend only has to show up and tap.

  1. 1You add your friend's name, email and phone.
  2. 2They get a personal email with a link or QR code.
  3. 3They add their SSN, tap Activate, and they're protected.
Sign-up flow before and after

How it went

We tested it with 20 people. They said it felt faster, clearer and easier, and they liked the QR code. The judges liked it too.

2ndplace in the competition
3.7% → 19.2%projected sign-up rate
Final One Step UI screens

Looking back

The big lesson: move the effort to the person who's already invested. If I picked this up again, I'd pre-fill details from their Discover account and add more trust signals to the sign-up page.