Login & Activation Redesign
Problem
Login across five journeys on an investment app drove heavy complaints and drop-off.
Impact
75% fewer login complaints, 50% activation lift, and a 63% faster journey (5 minutes cut) after redesigning 5 journeys.
Login is the first thing anyone does in the app, and the easiest place to lose them before they've even started. On the legacy investment app, used by lakhs of retail investors, 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 connect to users, and mapped the five key login and activation journeys against the feedbacks, then rebuilt each one to strip out the friction that wasn't earning its place. Pulled the captcha and the username step. Cut the time it took. Mostly I wanted a login you didn't have to think about.
Where it landed
fewer login complaints
after redesigning 5 journeysactivation lift
via flow re-engineeringfaster journey
5 minutes cut from the flowRemoving the captcha and username steps alone cut support tickets by 60%. Most of that friction existed because nobody had gone back to check if it was still needed. So I did.
Every step you remove from a login is a step a user doesn't get to quit at.
The user research, the internal complaint and ticket data, and the journey-by-journey breakdown of all five flows are under NDA.
