Passwordless Onboarding
In response to rising user frustration related to password management, I reimagined the onboarding experience for our new brand identity. The result was a seamless and secure passwordless sign-up and login flow for both operators and consumers across mobile and web platforms.
Company
Launchpad (now Classmate)
Timeline
Q1 to Q2 2023
Role
As sole designer, I led the end-to-end design strategy and execution, from ideation to usability testing, and worked closely with CEO and engineers to ensure smooth implementation.
Problem
User Challenge: Operators and consumers struggled with password fatigue, frequent resets, and the need to remember complex credentials.
Business Challenge: My company faced a rising number of password-related issues, including forgotten passwords and security concerns. Password management incurred high operational costs, and user frustration was on the rise.
Results
With the implementation of passwordless sign-in, our newly designed onboarding flow minimized the steps required for account creation and initial engagement. This not only simplified the user experience but also enhanced security, all with the ultimate goal of reducing user drop-off during the setup process.
Old Onboarding
The current "one-size-fits-all" walkthrough screen for both operators and consumers risks diluting the onboarding experience by not addressing the unique needs and use-cases of each user group, potentially affecting engagement and retention.
New Onboarding
I designed customized user journeys tailored to the devices that operators and consumers use most for account and password management, stretching across mobile and web platforms to cater to their specific interests.
Key Features
Two-brand Identity
For operators, the login/signup screens resonate with our app's fresh branding, ensuring alignment with our latest identity, classmate. Meanwhile, consumers are greeted with a trust-evoking interface, tailored to reflect the familiar branding and colors of their respective studios.
Cross-Platform Onboarding
Incorporating adaptability into the design process, I crafted walkthrough screens optimized for both web and mobile platforms, ensuring a consistent yet device-tailored introduction for users across all access points.
Pin-based Authentication
Implementing PIN-based authentication considerably diminished password-related security issues, emphasizing our dedication to safeguarding user data.
Role-based Access
Collecting information upfront about whether it's the parent or child logging in, streamlines user onboarding, increases operational efficiency, enhances security, and allows for a more personalized user experience.
Tradeoff and Challenges
User Familiarity vs. Innovation: Introducing a the new pin-based authentication might be more efficient, but it could also alienate some users who are accustomed to traditional login methods with passwords. My user research revealed an industry trend favoring pin-based logins, and given our company's innovation goals, the benefits of passwordless systems outweigh the initial learning curve for our users.
Conclusion
By adopting a passwordless signup/login system, users are able to gain instant access to the app, eliminating the often frustrating task of recalling passwords. The full product is shipped and available on the website.