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Built for Mars Ltd is a company registered in England and Wales (Company No. 12731987).

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Built for Mars
Built for Mars

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

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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%

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The UI displays a large white "S" centered on a solid purple-blue background, with no additional text, logos, or interface elements visible.The UI shows a stylized "M" logo with teal, cream, and red color blocks on a dark blue background. No text or markings are highlighted or underlined.

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