DMRZ

B2B Registration Flow Audit & AI-Assisted Redesign

An end-to-end UX audit and rapid interactive redesign of a B2B medical registration flow, leveraging AI sparring and Figma Make to reduce drop-off rates and cognitive friction.

Role

Lead UX/UI Designer & AI Workflow Strategist

Context

Independent Product Case Study

Timeline

04.08.2026 – 11.08.2026 (1 Week)

Tools

Figma, Figma Make, Gemini (Design Sparring)

Deliverables

Heuristic Audit, Interactive High-Fidelity Prototype, Component Redesign

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Challenge

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Problem

The existing registration process for medical service providers was cluttered with aggressive validation triggers, confusing terminology, inaccessible UI contrasts, and disruptive external page redirects that broke user momentum during account creation.

Objective

Audit the end-to-end onboarding journey to eliminate redundant UI and copy. Then, build a high-fidelity prototype that accelerates user activation while maintaining full legal and medical compliance.

Research

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Applied Methods

Heuristic Evaluation • Form Interaction Analysis • AI-Assisted Workflow Strategy

Insights

Aggressive Form Feedback

Validation errors triggered immediately upon leaving empty fields and created frustration.

Context Losses During Sign-Up

Pure placeholder texts disappeared upon typing, forcing users to rely on memory. Clicking legal links opened PDFs in the same tab, completely wiping filled form data.

Disruptive Off-Boarding

The activation flow routed users to redundant confirmation screens rather than directly dropping them into the login/dashboard environment with status pop-ups.

Design Process

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UX Decisions

Heuristic Audit & Mapping

Deep-dived into every step of the registration funnel, identifying 15+ usability bottlenecks ranging from inconsistent logo sizing to intrusive field formatting.

AI-Assisted Iteration (Gemini & Figma Make)

Used Gemini as a design sparring partner to challenge layout decisions, refine copy, and validate technical parameters for Figma Make. Uploaded raw screenshots as visual anchors and prompted iterative layout improvements step-by-step.

Solution

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Key Features

High-Fidelity Interactive Prototype

Built an end-to-end interactive prototype in Figma Make featuring standardized component layouts, accessible contrast ratios, and seamless activation pop-ups.

Floating Labels

Replaced pure placeholders with permanent floating labels to preserve input context.

Dynamic Password Checklists

Transformed static password requirements into real-time checklist indicators (green checkmarks).

Non-Disruptive Legal Integration

Embedded legal texts (AGB) in overlay modal viewers rather than same-tab redirects, preserving form state.

Retrospective

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Outcome & Impact

Delivered a fully validated, interactive registration flow that eliminated unnecessary steps, standardized UI components across all screens, and reduced visual clutter.

Personal Reflection

This project demonstrated the speed and accuracy of merging traditional UX heuristic evaluation with modern AI design workflows. Using AI as a sparring partner accelerated decision-making, allowing rapid transition from problem identification to an interactive, high-fidelity prototype in record time.