CS App Sign in
A significant proportion of customers were browsing and purchasing through the iOS app without signing in, limiting access to personalised features and creating unnecessary friction throughout the shopping journey. I identified an opportunity to improve account access by increasing authenticated usage and ultimately improving conversion. Working closely with product managers and engineers, I led the redesign of the end-to-end authentication experience, ensuring sign-in became a seamless part of shopping rather than a barrier to it.
Year
2024
Scope
User Journeys, App Design
Rethinking account access as part of the shopping experience.
To understand where users were struggling, I analysed behavioural data, onboarding journeys, and authentication funnels across the app. The data revealed significant drop-off at the password entry stage, repeated failed login attempts, and a high volume of password reset requests, indicating that credential recall was creating unnecessary friction for returning customers. Based on these insights, I redesigned the login flow, reduced the number of steps required to access an account, and introduced biometric authentication to minimise reliance on password entry. While analysing post-login behaviour, I also identified an opportunity to improve product discovery. User behaviour showed heavy reliance on the main navigation to reach age-specific products, despite customers typically shopping within a narrow set of categories. I proposed category and age-group shortcuts on the homepage, enabling faster access to relevant products. The feature later became one of the most engaged elements within the app.
Outcome
The redesigned experience delivered a significant uplift in performance, increasing conversion from 8% to 14% and contributing to a 42% increase in app purchases. Biometric authentication improved convenience and engagement for returning customers, while the new homepage selectors consistently achieved higher interaction rates than the main navigation. Together, these improvements reduced friction at critical stages of the customer journey and created a faster, more intuitive shopping experience that delivered measurable commercial impact.
