Improving Sign In Rate - A Data Driven UX Design

Background

Creative App is a comprehensive app for Creative Technology’s audio and video products available on iOS, Android, Windows and macOS, which allows users to customize device settings, update firmware, and access exclusive features.

Previously, the app defers sign in until users needed access to certain features, meaning many users can use the app with their audio product without signed in. While this approach minimized friction in early usage, it resulted in a low sign in rate, limiting the company’s ability to engage with users and provide personalized experiences, such as tracking product warranty status, getting in-app technical support and receiving personalized marketing materials.

Problem Statement

Through app analytics, I identified that only 8% of users were signing in, limiting engagement and preventing the company from understanding user behavior. Additonally, only around 13% of the signed-in users registered their product, meaning that overall just around 1% of the total user registered product. I reported the finding to the management team, and together with product managers, we initiated a project to improve sign-in rates.

By envisioning our desired future state - where most users are signed in - and worked retroactively to define the key steps needed to get there. We focused on refining the UX to encourage sign-in without forcing it or disrupting user experience as the very first step. (The following steps are getting more user to register product and by user signing in and product registration we'll get a closer touch with users.)

Goal

Our objective was to increase the user sign in rate to establish a direct connection between the company and users, enabling better personalization and insights.

Define "User Sign In Rate" as the Key Metrics to Measure

UX Improvements

1. Progressive Sign-in Prompts

Implement a gentle reminder system at 1, 3, 7, 14, and 30 days if users had not signed in.
Allow users to skip sign-in, maintaining a frictionless experience.
Below is a Figma prototype. Alternatively, please click the link here.

2. Simplified Sign-in/Sign-up Process

Introduc autofill password and keychain integration to speed up authentication by reducing user memory load.
Reduce barriers to sign-in by merging the authentication between Creative Account and SXFI Account (our Spatial Audio personalized account).

3. After running a user test with internal users, we added some bulleted points of the sign in benefits.

Outcome

One month right after we release to public, our UX refinements resulted in a 4X increase in sign in rate, from 8.7% to 31.5%. The sign in rate was continuing rising in the following months. With a higher sign in rate, it allows us to continue to futher connect with our users by providing them more customized services.

Next Step

Expanding UX Improvements – Implement the refined sign-in experience across Windows and macOS versions of the app.
Enhancing Product Registration – Apply similar UX refinements to the product registration process to improve completion rates.
Optimizing Social Sign-in – Refine the social sign-in buttons and their sequence based on user preference data to further streamline authentication.
Continuous Monitoring & Insights – Track key sign-in metrics and analyze the relationship between sign-in rates and product registration, anticipating a synergistic effect.