In-App Login Experience Redesign
Subscriptions Team
Simplifying the checkout and login experience
Role
Lead Product Designer
Team
Subscriptions Team
Timeline
October 2024 - March 2025
Tools
Figma/Visual Studio Code
Project Description
Redesign and simplify the login and signup process within the app, enhancing the overall user experience. This project focuses on redeveloping and streamlining the authentication flow to make it more intuitive and efficient.
Discovery
As with many apps and platforms, we face certain challenges with Apple and Google to make the login and signup process more seamless for both the business and users. Currently, the app features a two-step login or signup process.
Proposed Flow
Our new user flow provides a seamless experience by combining sign-up and login into a single process. Users can also choose to sign in with their social accounts for added convenience.
Design
We’re not just enhancing the user experience—we’re also introducing a redesigned interface that integrates the new design system.
New UX Flow (Light)
A/B Testing Results
The new login and sign-up flow was launched in a limited A/B test. Within the first week, we observed:
17% increase in new sign-ups, with 8% of new users subscribing through the app
40% increase in logins from existing users
Positive feedback from new users on the improved login experience
Post Launch Notes
HNP plans to accelerate the rollout across all apps by the end of Q3. Additionally, a launch on our web platform is in progress. The new sign-up and login functionality has driven positive growth in both new subscriptions and logins within the app.