Petro-Canada
Petro-Points Sign Up
Overview
I led the design of the Petro-Points sign-up flow, focused on reducing drop-off during account creation and increasing the number of completed, verified sign-ups. The project rethought email verification and onboarding to create a faster, more motivating experience, using a points-based incentive to encourage users to complete their profile information while giving them flexibility in how and when they did so.
Problem
A significant number of users began the Petro-Points sign-up process but dropped off at the email confirmation step. The existing verification method required users to leave the flow, check their inbox, and click a verification link, an interaction that created little urgency and disrupted momentum, leading to incomplete registrations.
Goal
Increase completed and verified Petro-Points sign-ups by reducing friction during account creation, maintaining user momentum, and giving users flexible ways to finish onboarding.
Challenges
Preventing drop-off during the final step of sign-up without adding complexity or cognitive load.
Creating a sense of urgency around email verification without feeling punitive
or stressful.
Supporting multiple sign-up methods, including email, Google, Apple, and
social accounts.
Balancing speed of onboarding with the need to collect accurate profile information.
Ensuring the flow felt seamless across devices and entry points.
Solution
An intuitive, multi-faceted sign up flow that allows for multiple modes of action and registration completion through an added sense of urgency/action.
We redesigned the sign-up flow to replace email link verification with a time-bound, four-digit verification code, creating a clear sense of urgency while keeping users within the experience. Quick sign-up options via Google, Apple, and social accounts reduced friction further, while profile completion was made flexible—allowing users to update details immediately or later in their account. These changes improved flow completion, increased verified sign-ups, and drove measurable growth in Petro-Points account adoption.
