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Telecom App Login Flow Redesign

Project Type

Workshop Design Challenge (Solo)

Role

UX Design, UX Writing, Stakeholder presentation

Duration

1 Hour

During a 3-day workshop hosted by Habit Factory and General Assembly, I was given an optional design challenge to work on and present to industry leaders. I gave myself one hour to complete the UX redesign and structure my presentation.

The Challenge

"The primary goal of this flow is to Sign On. There are several distracting paths. Some clients take paths that are longer and/or unnecessary, ultimately defeating one of the main expectations clients have when using their telecom company’s app: easy and fast.

 

"Redesign the UX in this flow. Consider the whole experience and all the interactions."

Setting Expectations

Screens designed by Habit Factory for 3-Day Interview Sprint Design Challenge

With the clock set, I started with a deep reading of the challenge prompt. I pulled out words and phrases to guide my understanding of what the client wanted from the redesign.

Goals

I needed a redesigned flow that was:

  • Easy

  • Fast

  • Linear

Assumptions

I worked with these assumptions:

  • The issue was first brought up in customer feedback surveys and validated in usability testing

  • The order of screens may be changed, but screens can not be removed

  • Focus on the path of a user who is new to the My Account app, but is a client of General Factory Telco

Output

I wanted a new login flow that:

  • logged the user in faster than previously
  • had less distractions (one path)

Empathizing with the User

Design challenge screens with approximated user feedback labelled

Without a user to interview, I spent time thinking about the current flow and comparing it to experiences I have had in the past with other telecom account apps.

I considered these things:

  • What was the user doing at that time?

  • Will they need other materials to get started?

  • What task were they trying to accomplish by logging in?

Creating the New Flow

Design challenge screens presented in a new user flow

With the goals and a prospective user in mind, I made these changes:

Include the company logo and app name on the loading screen so users will be confident that they are in the right place

1

Include the company logo and app name on the loading screen so users will be confident that they are in the right place

2

Prioritize the 'Register for My Account' action to the same level as logging in, so users will know that My Account refers to the application. Reword the 'Open an Account' link to make it clear this action is for the service

3

Move Terms & Conditions after registration, so the agreement is tied to an account

4

Move Onboarding flow after all steps, so users can recall information immediately before entering the app (and can better predict what will happen if they skip)

Presenting my Process

I was given 5 minutes to present my process and final design to a breakout room of three participants and one career coach. I received the feedback that it was important that I had prioritized user testing as a reason for the redesign and that I had done a good job justifying my recommendations to the audience, but I could have gone further to improve the colour and font choices of the original design.

 

In the future, I will spend time ensuring that designs meet basic accessibility standards of font size and colour contrast.

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Acknowledgements

This project was completed in one hour for the Habit Factory x General Assembly 3-Day Interview Sprint on October 17-19, 2022. Screens and Challenge were designed by the Habit Factory.

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