Login Optimization.
How do we provide a seamless, easy-to-use, login experience for our customers?
The Login page is the first interaction customers have with Zoominfo's brand. It needed to be a seamless user experience that helped drive usage and adoption of the products.
When I took on this initiative, a couple of issues existed for the customer:
Users had to login multiple times a day
The password reset process was tedious and required a waiting period
In order to have multiple sessions running, a user had to login multiple times
The direction we received from the Chief Product Officer was that we needed to get the users to our products as quickly as possible. A good login experience is one that doesn't even exist, one that you don't even notice.
The Initial Experience.
So what did the initial experience look like before we got started?
The initial design had the login experience designed into (2) sections on the page:
The left side contained the login details
The right side had an free trial sign up
The page allocated more space for the trial sign up than it did for the login page, despite the face that this page was designed for paying customers.
The Research Plan.
To get started we sent out a survey to get a mix of customers across various industries, roles, and product usage. Based upon the customers that responded we then conducted interviews to understand their login experience. As someone, who has years of experience conducting deep research onsite with users I lead this effort. I wanted to facilitate the interviews and simultaneously mentor my team on how to conduct interviews, gather rich user research and guide them on how to use these insights to inform design.
The Interview Data.
What users said…
To get started my team and I conducted interviews with customers across a variety of different industries, product usage, and roles. We wanted to validate these issues and uncover if there were any other problems.
The Redesign.
To get started my team and I conducted interviews with customers across a variety of different industries, product usage, and roles. We wanted to validate these issues and uncover if there were any other problems.
The Outcomes…
To get started my team and I conducted interviews with customers across a variety of different industries, product usage, and roles. We wanted to validate these issues and uncover if there were any other problems.
Key Accomplishments:
We extended the login time and the average daily logins were down.
The number of support cases started trending downwards
The average login numbers per customer increased