Registration Revamp | sccc by stc Cloud Portal

A UX initiative that was started due to noticing a huge drop-off rate in our registration metrics. Our analysis revealed that lengthy, complicated forms were discouraging customers from completing their registration.

Role

UX Design, UX Research, UI / Visual Design

Year

2025

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/ User Research

Methods

User interviews, hotjar behavior analytics, google analytics

Key Metrics

We captured baseline metrics (during a marketing campaign from Nov 4 – Dec 4, 2024 to measure success post-revamp:

• Avg Enterprise registrations: 82

• Avg clicks per user: ~20

• Time to complete registration: 8.31 minutes

• Drop-off rate: 80.62%

/ Exploration stage

Mapping the journey

No revamp can be done without knowing and mapping the current journey. We need to find the gaps and opportunities in the current flow, before deciding which touch-points needed a revamp.

Inside the process

We partnered with Business Ops and Helpdesk—the teams handling customer requests daily.

What quickly became clear

• Validation was manual and fragmented (hello, MOC lookups)

• Business registration ≠ simple (individual users had it easier with Nafath)

• Forms felt long… and users felt it

• OTP? A major source of frustration during sign-up

Benchmarking

After understanding the internal process and major pain points, it was time to compare it against well-known cloud providers. We did a quick benchmarking against: AWS, Google Cloud, Azure, and Alibaba Cloud (Global).

Key findings:

• The forms are similarly lengthy and requires certain information to validate your company

• Most of the cloud providers provide a seamless experience by sectioning the forms into steps

Ideation & Design

Once we had our facts and numbers, it was time to hit the whiteboards (miro actually) 🌠 and brainstorm solutions.

The goal? Explore multiple approaches and weigh them against each other — focusing on optimal user experience and seamlessness. We also looped in the development and business teams to make sure whatever we picked was feasible, efficient, and aligned with business needs.

What approach did we go for?

➡️ Quick onboarding & WATHQ Integration.

This approach lets users secure their account first then complete their profile later. In other words: create an account with just the essentials, then fill in the rest when it’s convenient for you.

And to make things even smoother, we integrated with WATHQ for Commercial Registration (CR) number verification. Now, users can simply enter their CR number, validate it instantly, and have their company address auto-filled — no more tedious manual entry!

Advantages of this approach

• Faster account activation: Users can get started right away without completing lengthy forms.

• Simplified registration: Only the essentials are needed upfront, reducing friction during signup.

• Verified information: Integration with WATHQ ensures data is pulled from a credible, authoritative source.

Challenges?

• Costy approach, compared to the others.

• Limited scope - Primarily benefits private-sector businesses, reducing value for other segments.

• Incomplete profiles - The flexibility of “finish later” onboarding risked leaving profiles partially filled or accounts dormant.

How we addressed these challenges

• We limited the number of CR number validation attempts to keep the integration cost-efficient.

• Since most of our customers are in the private sector, we leaned into this approach, knowing the benefits outweighed the limitations.

• We introduced automated reminders — first at 7 days, then at 30 days — nudging users to finish their profiles and claim their vouchers.

the Revamp

Below is the revamp of our registration, which can be explored on a prototype.