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.