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 - 2025
Scope
Data Analytics, AI-Assisted Prototyping, App UX/UI
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. To explore potential solutions, I used AI-assisted prototyping to rapidly model and compare different authentication approaches, including biometric login, one-time passcodes (OTP) and alternative sign-in journeys. This allowed me to test edge cases, identify potential sources of friction and evaluate different approaches before development. Based on these insights, I redesigned the authentication flow, reducing the number of steps required to access an account and introducing both biometric authentication and OTP to minimise reliance on passwords while maintaining security. The result was a simpler, more flexible sign-in experience that better supported different user needs and behaviours.
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 and OTP improved convenience and engagement for returning customers. These improvements reduced friction at critical stages of the customer journey and created a faster, more intuitive shopping experience that delivered measurable commercial impact.
