02
Address Form Redesign
Turning a complex global form into a scalable address-entry system.
- Systems Thinking
- Global Scale
- Conversion
- Trade-offs
01The problem
Registration showed significant drop-off, and address entry was one source of friction.
Our initial assumption was that the form was simply too long and complex.
02How I knew
Support insights showed missing house numbers, incorrectly structured addresses and confusion around fields.
A market-by-market audit challenged my initial hypothesis: the core problem wasn’t form length — it was address structure and scalability.
03My role
I led the UX redesign, from investigating the problem and mapping market requirements to interaction design, validation and developer-ready specifications.
04Key constraints
Address structures, required fields and validation rules varied across markets, while the experience still needed to feel consistent and work within existing backend configuration.
05Design process
- Funnel signal
- support insights
- form audit
- market mapping
- reframe
- design
- validation
- specifications
The evidence shifted the project from simplifying a form to designing a scalable system.
06Key decisions
I chose a shared configurable framework instead of designing separate forms for each market.
The interaction model stayed consistent while fields, validation and rules could adapt to local requirements.
07Trade-offs
A shorter form looked simpler, but removing or combining fields could reduce clarity and address quality.
I prioritised local accuracy within a consistent framework over making every market experience identical.
08Solution
A reusable address-entry framework with market-aware fields, clearer guidance, validation and responsive behaviour.
- Clear field structure
- Market-aware forms
- Better guidance & validation
- Scalable configuration
09Result
- +14%
- Registration completion
10What I’d do differently
I’d validate the initial hypothesis across representative markets earlier.
That would have moved me sooner from “How do we make this form shorter?” to “How do we make address entry clearer and scalable?”