Mobile App Login Flow
Users were dropping off the client’s mobile app due to a confusing login flow, especially around entering the correct domain name. We streamlined the process by simplifying domain input, adding helpful guidance like tooltips and a “Look Up My Site” feature, and introducing Single Sign-On (SSO) and Facial Recognition options. This redesign significantly improved user retention and satisfaction, resulting in fewer support tickets and more positive app store reviews.
The client’s mobile app was facing a critical issue with the login flow, directly impacting user retention and engagement. Users were either getting locked out or confused about how to enter the correct domain name, which led to negative feedback in app store reviews, support tickets, and interview responses. Without an effective login experience, app usage was plummeting, affecting the business’s bottom line.
To address this, we initiated the first-ever cross-functional brainstorming session, bringing together mobile developers, the product manager, and product designers. Previously, this kind of collaboration simply didn’t happen. We used Figma to consolidate all existing pain points, incorporating feedback from app store reviews, customer interviews, and support tickets. The key question posed to the team was: “If you could change anything about the app, what would it be?”
Through this unprecedented collaboration, the login flow emerged as the most pressing issue. Users were confused by the domain name field and frequently reported being locked out of the app. We dug deep into the problem, leveraging insights from real users to drive our design changes.
The product designer then made a series of UX flow improvements:
– The textbox was updated to allow users to type the full site name, accompanied by a placeholder, clearer labeling, and a description explaining what a site is.
– A tooltip was added, showing where users could find the correct information.
– “Look Up My Site” functionality was introduced for those unsure of their domain name.
– “Look Up My Site” functionality was introduced for those unsure of their domain name.
– Single Sign-On (SSO) and Facial Recognition options were added for a smoother login experience.
– A password visibility toggle was introduced to increase user confidence and reduce errors.
– The “Change Site” button was decoupled from the “Sign In” button for more intuitive navigation, and a back arrow was added to guide users through the flow.
The redesign significantly improved the user experience by eliminating confusion around the login process. Users could now easily navigate the domain name input, reducing the number of support tickets related to login issues. Positive feedback in app store reviews increased, highlighting the smoother login flow, and user retention improved due to the streamlined process. Additionally, the introduction of Single Sign-On and password visibility features created a more modern, user-friendly experience that built confidence in the product.
