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Built for Mars
A crap UX thing
Built for Mars rebuilt its own sign-up flow, and the results were counterintuitive. The case study covers how added friction lifted conversion 25%, and which "obvious" fixes did nothing.
Key takeaways from 1 Case Study
Adding friction to the sign-up flow lifted conversion 25%, rather than stripping steps out
Why forcing an input isn't always the right call during sign-up
Limiting the user's choices improved the flow, instead of offering everything
Last updated: 27/08/2026
Case Studies
UX Case Studies
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Why Adding Friction Improved Built for Mars' Conversion Rate by 25%
with aCase Study
focused onBuilt for Mars
A behind the scenes look at how I redesigned the Built for Mars sign-up flow, and iterated from early feedback.
Skills you'll build
The two "obvious" fixes that did nothing
Why you shouldn't always force an input
Why limiting the user's choices can be beneficial
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