Case study

Strengthening security
and enterprise offering.

↓ 96% reduction
in login form errors

The primary problem was a high rate of user login errors, which created a frustrating experience and potentially impacted engagement. By redesigning the login flow, I aimed to simplify the user journey and minimise points of friction that led to errors, ultimately enhancing user satisfaction and trust in the product. We cut down instances of failed login attempts (due to code input errors) from 2,100+ to just 78 within the same timeframe.

We also made visual improvements alongside these performance and UX updates. I worked with the marketing team to enable a dedicated marketing space on the login screen, where we could showcase new features to our users.

Defining strategy for
premium features

One of the first features I worked on in this domain was enforce 2FA and this was also one of the first premium features for product.

Enforcing 2FA meant that business leaders can select the level of security that their staff must log in with, crucial when dealing with sensitive health information. This was also a must have feature for our enterprise level deals.

We were also able to roll in improvements to utilise the login page to advertise premium features. I collaborated with the developers to create custom fields in hubspot to do this, along with guidelines for design and copy consistency for marketing and revenue teams to follow, so that they could utilise this without needing a designer or developer.

10% of users now using 2FA, including premium enforcing features.

Supporting our support teams
by reducing queries

One of the things that I used to help get this work prioritised, was that the customer service team were experiencing a large influx of queries relating to logging in and 2FA. I involved the CS team in the design process, getting their feedback early and going through some of the support tickets to understand the problems properly.

This helped to ensure that my design had a positive impact on the real issues that our users faced. Within the first two weeks, we reduced 2FA-related support queries to zero, improving operational efficiency.