THE CHALENGE
We have been receiving a large number of feedback about our cumbersom login experience. We could also measure 20% drop off at the point of login.
Legacy tech made the project extra challenging. The team had to collaborate with stakeholders across the business to understand context and get everybody’s buy-in on a different login experience.
MY APPROACH
Data analysis
First step was to understand the scale of the problem and I looked at the feedback we receive via the online feedback collector and on customer service desk. We also analysed funnel drop off.
COLABORATIVE WORKSHOP
I facilitated a collaborative session bringing stakeholders from across the business to explore the opportunities around login. The session focused on the problem and gave all participants the opportunity to share what they think the solution might be.
Building a shared vision
Following up from the workshop, I have shared a long term vision for the login that incorporated a llot of the ideas shared during the session.
Prototyping
Working with the product management team we have developed a roadmap of improvements that will take us closer to vision for the login. The first step was to simplify login for the majority of our customers taking into account the legacy tech requirements.
THE OUTCOMES
Simplyfying the login has reduces the negative feedback we have been receiving with 57%. Successful login has increased with 12% and the password request has decreased by 36%.
We are on track to implement passwordless athentication for Go.Compare in the first half of 2024.