Team setup
1x Design Lead (me)
1 x Product Manager
6 Engineers (iOS, Android & Backend)
What were others doing?
To address the drop-off rate of 17% in the sign-in flow, we prioritised improvements to enhance the user experience. Our goal was to reduce drop-off and increase step conversion rates.
I started off at looking at what others were doing in this space.
Social first
Simple approach with punchy CTA’s, social login competing with each other with a splash of brand as the primary CTA.
New vs. existing
Tabbed approach for registration with a clear division of multiple ways to sign in. The typeface has been well-considered to provide UI balance.
Mutli-step
Clean with one-line field style from material design with one primary CTA emphasis. Email and password separate actions.
Exploring & wireframing
Through brainstorming and wireframing as a squad, we identified two directions we felt confident on. We created clickable prototypes for user testing, where we focused on time on task, understanding of information and ease of use.
Prototyping
I created interactive and animated prototypes that closely mimicked the material design principles. This level of prototyping provided a better and realistic experience for user testing, allowing us to observe and understand how people interacted with the interface.
Unmoderated online testing
I conducted unmoderated testing, with multiple participants for each design iteration. Their interactions, comments, and actions were observed and documented, resulting in a deep user testing report that included recommendations for the direction of sign in page.
Mobile first design
Taking the learnings from user testing, I prioritised the mobile web experience, where 68% of our users were signing in. The designs were built mobile-first, with a responsive approach that could scale seamlessly to desktop.
Impact
We focused on optimising the entire funnel, with strong results. The project demonstrated how combining re-platforming with thoughtful UI and UX improvements can significantly improve the user journey and drive conversion.
+£3m
annual ticket sales, users signing in, est projection via A/B test
−12%
less sign in drop offs, from 17% to ~15%, relative, 6 week A/B test
−6%
fewer form errors, less failed entries across mobile web and desktop
Relfection
One of my biggest takeaways was how much the small details matter. Even something as simple as a form can shape someone's first impression of a product. I learned to pay closer attention to these moments and how getting them right can remove friction and make a meaningful difference to the overall experience.
I also developed a much stronger appreciation for data. I became more confident asking questions, interpreting insights and using evidence to challenge my own assumptions. It's something I've carried into every project since: trusting my design instincts, but knowing when the data tells a different story.