What is double opt-in?
Double opt-in is a standard feature of email and other subscription journeys as part of an online service.
The existing journey consisted of a poor user experience and was not legally compliant. We proposed a new simplified route with a better user experience and double opt-in functionality.
A user would choose to sign up for alerts or updates and enter their email address. They would then receive an email containing a link they must click to confirm their subscription. In doing this, they validated an email account.
What did we do
We captured all existing notification journeys and agreed we would start with a service agnostic user journey which would bring clarity on purpose; start small etc. We identified requirements page by page and drafted and refined content. We then designed and built a prototype that we tested with users.
We organised research planning sessions, where we analysed the journey from a user perspective. We then built a list of user research questions of things we wanted to confirm. We then tested the prototype again and made refinements and improvements based on those findings.
What we delivered
Due to technical constraints and time pressures, we had to deliver a minimum viable product (MVP) version of our prototype. Our MVP improved the user journey and included the double opt-in feature but did not include everything we had hoped.