Fast Track Registration

🔑 Core Goals:

• Reduce registration friction and improve conversion across HSID’s multi-step onboarding flow.
• Eliminate the need for users to manually input complex identifiers.
• Increase trust and user satisfaction by offering a seamless, secure registration experience.
• Lower support volume by minimizing registration errors and call center escalations.

🔍 Problems We Were Solving:

• Drop-off rates spiked at Step 2 and Step 3 of registration, where users were asked to enter eligibility information (e.g. member ID, SSN).
• Each portal had different eligibility requirements, leading to inconsistent UX and confusion.
• The system lacked a flexible way to recognize and pre-verify users who were already known.
• Call centers were overwhelmed with users needing help completing registration.

🛠️ My Contributions:

• Designed the Fast Track Registration flow, enabling users to skip identity input by leveraging preloaded backend data.
• Led cross-functional efforts between security, legal, engineering, UX, and call center teams to design a compliant and intuitive experience.
• Developed a secure link delivery method via SMS and email, which auto-filled key user information.
• Built a portal integration playbook and SDK so partner teams could opt-in to Fast Track by sharing relevant user attributes.
• Collaborated on A/B testing and success metrics using Adobe Analytics to measure registration rates and errors.

🚀 Results:

• 15% increase in registration completion for Fast Track users.
• 25% reduction in eligibility-related registration errors.
• Positive qualitative feedback from partner portals and internal stakeholders.
• Created a scalable model that was reused in future onboarding flows (e.g. QR-code login, pre-authenticated sessions).
• Helped shift the org mindset toward risk-based, user-centric identity strategies.