While working on a white-label insurance app, we noticed a recurring issue: users were struggling to regain access after initial setup.
Since this type of app is used infrequently, many customers forgot their login credentials. Additionally, some customers provided their details over the phone and later tried to sign up using the same information, resulting in a fragmented and frustrating experience.
Process
At the outset of the project, we knew it was crucial to design a seamless way for users to access the app. Our goal was to streamline entry using just one piece of user-provided information. However, we also had to consider potential security risks. This meant selecting a method of authentication that was both secure and unique, while also being easy for users to provide. Looking over competitors allowed us to grasp different ways of solving the same problem and which one to go after.
Working closely with our engineering team, we mapped the backend systems alongside the user journey. We identified pain points that affected both users and backend performance. This collaborative approach gave us a shared understanding of the current state and allowed us to begin shaping a more efficient and user-friendly experience.
We began with paper prototypes, which enabled rapid iteration and collaborative decision-making. Through a series of working sessions led by myself and an engineer, we refined the flow and eliminated unnecessary screens, eventually reducing the journey to just three key screens. From there, I moved into creating high-fidelity prototypes to bring the experience to life.
Usability testing uncovered several valuable insights. Our initial prototype was intentionally low-fidelity, a basic box-clicking experience, to test a fundamental question: would users prefer to sign in using an email address or a phone number? We couldn’t offer both, so it was critical to gather real user data to guide this decision. The feedback helped us move forward with confidence. The second part was specifically testing the flow to see if customers could successfully navigate through the screens.testing the flow to see if customers could successfully navigate through the screens.
Conclusion
One of the most valuable takeaways from this project was the impact of close collaboration between design and engineering. From the very beginning, we worked side by side to ensure technical feasibility and reduce the risk of rework.
This co-design approach was essential in shaping a solution that balanced a smooth user experience with backend limitations.
We ultimately arrived at a streamlined, passwordless login flow that both teams felt confident in.
Increase in succesful sign ups
