Optimizing the flow for Signup(w/Account Check) & Login
Traditional login/signup flows are often confusing and inefficient, causing users to forget passwords or unknowingly create duplicate accounts, which leads to frustration and drop-offs.
Date
June 2024
Role
Lead Product Designer
Company
Intripid
Services
User research, Prototyping, UX Writing, Usability testing
Overview
Intripid is a cutting-edge AI platform designed to help travelers and travel advisors meticulously plan and personalize trips. However, as with any digital product, the initial interaction that users have is through the login/signup flow. This part of the journey is crucial because it determines whether users can start using the product with ease or face friction that may lead to drop-offs.
Through the lens of 4 years of experience in product design, this case study will explore the challenges and solutions involved in optimizing the signup and login flow for Intripid, focusing on reducing friction, preventing account duplication, and improving user engagement.
🧐 Understanding the Problem
In today's fast-paced, user-driven world, clunky onboarding processes can lead to high abandonment rates, especially in industries like travel, where users demand quick, seamless experiences.
Traditional login/signup flows are often confusing and inefficient, causing users to forget passwords or unknowingly create duplicate accounts, which leads to frustration and drop-offs.
Intripid, faced these issues and required an optimized login/signup flow that prioritized user convenience, reduced friction, and ensured seamless authentication.
🚩 Objectives & Goals
Streamline the Onboarding Process: Develop a unified, guided flow that directs users to either log in or sign up based on their email's existence in the system.
Integrate Social Logins: Allow users to use their Google or Apple accounts to simplify the process and reduce password fatigue.
Reduce User Drop-Off: Implement a real-time email check to avoid unnecessary steps and prevent accidental duplicate accounts.
Enhance Security & Trust: Ensure the flow is secure, with clear communication and email verification to validate authenticity.
👨🏻🔧 Flow
Some tid-bits that connect the dots 🛠
💡 Designing a Solution: Flow Explanation
Landing Page Entry Point
When a user lands on our homepage, they are greeted with options to either Log in or Sign up. This is a simple, decision-based starting point.
Login Process
This function helps a visitor determine if they do (or do not) have an Intripid User account.
Step1: If the user clicks Log in, they are directed to the login screen where they first enter their email address.
Step2: The system checks if the email is associated with an existing account:
If the account doesn't exists:
A supporting message is displayed, such as "No account exists for untitled@intripid.co". Below this, a clear call-to-action (CTA) "Don't have an account? Signup" is presented.
If the account exists:
The user is navigated to the appropriate login screen where they can choose to log in with an ISO (integrated sign-on, such as Google/Apple) or manually via their password.
Signup Process
This function is meant to be called only once during account creation in order to create data that will drive subsequent flows / user experiences within the Intripid platform.
Step1: If the user opts to Sign up, either from the CTA on the login screen or directly from the landing page, they are taken to the signup screen.
Here, the user first enters their email address and clicks the Continue button.
Step2: The system performs another check to determine if the email already exists in the database.
If the email matches an existing account:
A supporting message is displayed, such as "An account already exists for untitled@intripid.co". Below this, a clear call-to-action (CTA) "Already have an account? Log in" is presented, directing the user to the login screen.
If the email does not match any existing account:
the user is presented with the option to sign up via: Google account / Apple account or Manual sign-up with a password.
Step3:
If the user chooses to sign up manually using a password, they are required to verify their email. A verification link is sent to the email address provided.
Once the user confirms the verification link, they are successfully signed up and redirected into the platform.
After these steps, users are logged into Intrepid seamlessly and are ready to use the service immediately.
📝 Conclusion
By optimizing the login/signup flow with real-time email verification and social authentication, Intripid created a user-friendly, secure, and efficient onboarding experience. This not only simplified the process but also significantly reduced user drop-offs and improved conversion rates, ensuring users can quickly and securely access the platform. The combination of social logins and manual signup with verification guarantees flexibility and security, catering to a wide range of user preferences while reducing onboarding friction.
🎉 That’s a wrap!
If you’ve reached this far, you are awesome 😎!
