Login & Activation Redesign

Login is the first thing a user does and the easiest place to lose them. On the new investment app, the entry flow had friction stacked on friction: captchas, usernames, steps that existed for reasons nobody could quite defend. People were complaining, and some were bouncing before they ever got in.

What I did

I mapped five key login and activation journeys against real user research, then rebuilt each one to strip out the friction that wasn't earning its place. Captcha and username steps came out. Journey time came down. The goal was a login you didn't have to think about.

Where it landed

Removing the captcha and username steps alone cut support tickets by 60%. The lesson that stuck: most login friction is there because nobody ever went back to ask whether it was still needed.