New Sign in Approach
Project overview: The ask of this project was to design a new login flow. Once we have a chosen design we could then test it and move it to A/P to see if the new sign in would work.
Role
Dustin Neu – Sr UX/UI Designer
Tools
Figma, Photoshop, Quantum Metrics, Google Analytics, Usertesting.com
The Challenge
The challenge here was bigger in scope. The client recently moved to a new Ecommerce platform however they did not migrate their user base. I needed to design a strategy that got people logging in to create a new account or focus on updating their old account to a new version.
How did the problem arise?
The client was using too much copy and people were getting lost on where to log in and/or create a new account.
Current Design
Goals
- Get rid of the unread text.
- Bring more focus to the sign-in option
- Bring the design closer to our industry competitors.
- increase happy path conversion
Research & Analysis
We used our metric program to analyze how our users interact with the sign-in page and where are they going in their user journey. We also did an industry analysis to take a look at how similar competitors were designing and using their sign-in screens.
Main takeaways
- High reload %
- High drop-off %
- A high percentage of rage clicks
- Text not being read
- increased call center queries
Industry Analysis
Concepts, Sketching, Wireframes
Using the data and competitive analysis above I started designing concepts. After I had the overall concept approved I went into High fidelity designs then matched with design concepts of color options and component designs.
Conclusion
- Lowered rage click percentage
- lowered drop-off by 10%
- Higher scroll rate
- Positive journey percentage went up 12%
- Call center queries about sign-in went down 8%
The new design accomplished all of our set goals. We could see our users were liking and agreeing with the new sign approach.
