The 18-step sign-up flow was long and repetitive, a single-form-per-page pattern that made registration feel endless. Drop-off was high, and it was costing us on acquisition.
We had the opportunity to revisit the entire experience: reduce friction where we could, defer what didn't need to happen upfront, and find smarter ways to handle compliance without making users feel punished for it. We redesigned and launched the updated flow across ESPN Bet, theScore Bet, and Hollywood Casino.
We ran a funnel analysis to pinpoint where users were dropping off, a user survey to understand why, and a competitive audit to benchmark against other regulated products.
We brought the cross-functional team together to dig into the findings and align on direction. A key part of that was working closely with legal and compliance to understand what the requirements actually were and where there was room for flexibility.
We tested two sign-up patterns with users. Users preferred the step-by-step approach, finding it faster and less overwhelming.
Every step had to earn its place. We cut what we could, combined what made sense, and added progress signaling so users always knew where they were.
Email verification and ID upload were moved out of sign-up entirely, triggered later when the context made more sense and trust had already been built.
We worked closely with legal to understand what was truly required by state. The result was a dynamic flow, where the RG step, KYC path, and ID requirements all adapt based on where the user is registering.
One flow, three brands. The system was designed so theming could be applied at the token level, with no structural changes needed per brand.
The redesigned flow reduced drop-off at key friction points and improved completion rates across markets. A state-dynamic KYC model, deferred steps, and conditional compliance requirements shipped across ESPN Bet, theScore Bet, and Hollywood Casino from a single codebase.
Early conversations with legal unlocked more flexibility than expected, and going in assuming everything was fixed would have left a lot of good UX on the table. Moving steps like email verification and ID upload out of sign-up felt risky at first, but users didn't miss them.
Reduced friction led to a significant increase in users completing onboarding.
Higher conversion at the top of funnel would translate into $3.8 mil annually.