Creating a user-centred registration process designed to drive conversion (case study)

Find out how Anthony Nolan is focusing on the user experience to boost engagement and registrations

Chloe Green | 8th Sep 17

Anthony Nolan is a blood cancer charity that recruits individuals to its stem cell register to support the organisation.

The charity needed to improve its sign-up process to improve the quantity and quality of registrations. The existing process provided a very generic experience for users which wasn’t related to the original call-to-action. The form itself was dated, not engaging enough and wasn’t optimised for use across different devices. Failing to meet the expectations of their young target audience was having a direct effect on the number and quality of donors registering.

In addition, to fulfil rare patient matches, the sign-up form needed to attract specific users, defined by gender and ethnicity, more than other user-types.

Working with DotLabel, the digital user experience and digital marketing agency, Anthony Nolan set about revolutionising the way it engaged with its users online. Creating themed campaigns, based on flexible templates, meant the users’ online journey could be tailored based on their initial interaction with the brand. This consistent journey, combined with a more user-friendly registration form, will result in a more user-focused experience and ultimately higher conversions.


The solutions

  1. Discovery and Behavioural Analysis

Working with a team of stakeholders from across the organisation, DotLabel undertook a comprehensive study of the project. This crucial stage in the project enabled the objectives and goals of the organisation to be clearly defined, as well as identifying the perceived wants, needs and pain points of the various user-types.

A series of User experience (UX) techniques were used to define the optimum user experience, explore user profiles and map the tasks and processes.

Initial stakeholder research, gathered through an all-day workshop, was collated, analysed and further developed to produce a series of user personas, goals, tasks and scenarios.

Techniques used

  • Stakeholder discovery workshop
  • Card sorting – content / process flow workshop
  • Persona development
  • Goal definition
  • Task mapping
  • User scenario development


  1. Structure and Content

Armed with a greater understanding of users from the discovery research, the activities during this phase were used to plan content hierarchies and plot user flows.

These outcomes were then used, together with UX best practice trends, to map the numerous possible user journeys from various incoming sources. Both successful and failed journey outcomes were considered.  This meant that even if a donor wasn’t eligible to register, their journey was carefully managed to keep them engaged.

Techniques used

  • Information architecture
  • Interaction map
  • User journeys


  1. Skeletal Design – Wireframe prototype

Using specialist software, DotLabel developed low-fidelity wireframes that defined and prioritised content. By generating these highly adaptable wireframes, the proposed design could be evolved through a series of rapid iterations. The wireframes were then transformed into interactive prototypes for usability testing on both desktop and mobile.

Techniques used

  • Static wireframes – desktop and mobile
  • Interactive wireframe prototype – desktop and mobile


  1. Prototype Testing

To eliminate any guesswork from the proposed solution, usability testing of the prototypes based on a defined set of realistic user tasks, scenarios and journeys took place. Informative and insightful feedback, ranked by severity, was cycled back to stakeholders to evaluate alongside their own business objectives.

A variety of techniques were used to obtain the feedback on the prototypes. All research outcomes were collated in a report, then shared and discussed via a stakeholder workshop.

Techniques used

  • User testing
  • User feedback interviews
  • Testing findings report
  • Stakeholder workshop
  1. Concept Designs

Whilst the form was the main call-to-action, it was recognised that there were opportunities to optimise the user journey before the users even reached the form. The agency developed campaign concepts designed to give users a consistent end-to-end journey from the initial interaction with the online ads, through to the campaign landing pages and then onto the registration form itself.

For example, when a user clicked on a Facebook ad starring celebrity TOWIE’s Bobby Norris, the landing page continues the theme with consistent imagery, tone and messaging, before the user is then guided to the registration form. The flexible campaign framework was designed to ensure that the charity would have full control to produce additional themed campaigns in the future.  Smart call-to-actions were also incorporated to ensure that users were taken on the most relevant user journeys.


  1. Pre-registration and post-registration digital UX ideas

In addition to developing the simplified registration form and designing the user-centred campaign concept, DotLabel also presented a range of additional ideas to help increase donor numbers beyond the registration process. These included the use of QR codes to pre-populate forms and using NFC chips to track testing kits.


The Outcome

By investing in thorough user experience research, Anthony Nolan has been able to optimise their user engagement and the donor registration process. Tailoring user journeys helps to increase engagement and conversion. Rather than using guesswork to make decisions, Anthony Nolan recognised the value of investing in a deep understanding of their users in order to grow their vital donor base. In addition, with the research undertaken, this insight enabled them to design relevant journeys for those users who didn’t qualify as donors, maintaining their vital engagement with the charity.

The new form was launched in August 2017.

Commenting on the work for the charity, DotLabel co-Founder and Director, Matt Oxley said: “We were delighted to help Anthony Nolan revolutionise their online donor registration form. Our user experience approach is helping the charity, not only to improve the number of donor applicants, but also the quality of prospective donors. In addition, improvements to the online user journeys and integrated campaigns ensures that a good user experience results in higher retention and engagement rates.”

Matt Oxley will be presenting the Anthony Nolan work at the Digital Marketing Summit 2017 on 19-20 October 2017 in Southampton, where he will be discussing UX and how it can drive online conversions.